Brands across Europe are suffering at the hands of advertisers who are placing their content on unsuitable online sites, including those with extreme sexual and religious content.
The survey, from mobile agency Widespace, looked at mobile usage and advertising, surveying 800 mobile phone users across the UK, France, Germany and Sweden.
The report found that usage is similar across all four countries with communication being the number one use for mobile, followed by social media.
Traditional usage of mobile phones has long disappeared with people now texting more than they call, and using Facebook messaging and WhatsApp more than they text.
The study shows that with the growing volume of content from brands there is also a strong need for quality.
For premium sites it is important to protect users from inappropriate content, 50% of respondents agreed that poor website content negatively impacts the advertising brands.
In the UK, the top five sites seen as the most unsuitable are those with:
• Sexual content (58%)
• Fundamentalist content (47%)
• Gaming and gambling sites (41%)
• Alcohol related content (35%)
• Gossip magazines (30%)
In the UK, content is king when it comes to judging a site as premium. Brits respond best to well written and easy to understand information. Targeted ads are also popular among British smartphone users, with 50% preferring ads that are targeted to them specifcially.
Brits over fifty have the most negative attitude towards advertising on sites with extremist religious content, while younger audiences are more tolerant.
Download fileView the full WideSpace report here