Project Description

The majority of people who click on mobile banners do so by mistake. The phenomenon is so common that it has been given its own name: "fat thumb syndrome". For the vast majority, it is a frustrating interruption in surfing.

Research suggest that over 60 per cent of mobile banner ad clicks are accidental, and down to “fat thumb syndrome.” B&T reported on the 2015 study in January last year, the research from location-based mobile and digital company Retale found that a majority of mobile users are accidentally clicking on mobile banner ads because of the small screen size, fat-thumbs or finger slippage.

According to the study, respondents said they were either annoyed (68%), frustrated (45%) or angry (22%) after accidentally clicking on a mobile banner ad; only 6 per cent said they would feel calm, satisfied (5 per cent) or excited (3 per cent).

The IKEA Perceptive banners greet you with messages like “Really, are you sure?” and “Oh, did you tap by mistake. That Happens?” rather than taking you somewhere you didn’t really want to go.