Mobile users submit to ads


More than half of global mobile web users are now as comfortable with mobile advertising as they are with TV or online advertising

Mobile web users have got used to receiving advertising on their mobile devices and are now regularly influenced by adverts they have seen on their phones, according to a new study.

The research revealed that 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising.

Whilst mobile ads in apps are the most noticed among mobile users, the Mobile Media Consumption Report from mobile advertising network InMobi, and research partners Decision Fuel and OnDevice Research, highlighted that different format of mobile ads appeal to different segments of consumers. Globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website.

Overall analysis reinforces the shift towards mobile with 50% of the average global mobile web user now using mobile as either their primary or exclusive means of going online. This has resulted in mobile devices becoming an indispensable shopping tool, gaining popularity as a viable shopping channel and now used throughout the research and decision-making process of a purchase.

Mobile ads are influencing consumer decisions, with 75% of the 15,000 mobile users in 14 markets questioned admitting they had been introduced to something new via their mobile device. Also, 67% said that it had provided them with better options while 45% said it has influenced their in-store purchases. Overall, 46% said they had made purchases using their mobile device.

Mobile apps can offer brands remarkable opportunities to engage with consumers on a more personal level all across the globe. The findings of the research reveal the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 apps throughout a 30 day period.

Encouragingly, 54% of respondents reported that they had noticed ads while engaged in an app. A considerable 80% of respondents were influenced by a mobile ad to download an app and 67% went on to visit a brand's website immediately afterwards.

Finally, 80% of consumers plan to conduct mobile commerce in the next 12 months, a 21% increase from today.

Naveen Tewari, CEO and co-founder at InMobi, commented: 'Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48%), at a social event (45%), commuting (60%) and shopping (43%). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.'


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