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6 in 10 consumers comfortable with mobile advertising
Brands and marketers looking to engage with consumers throughout the day are embracing mobile. Devices are usually 'always-on', increasing the chance of messages being seen. According to new research from InMobi, consumers are now as comfortable with mobile ads as they are with advertising in television and online ads.
Mobile ad network, InMobi, conducted a survey of 15,000 mobile users and found half were using a mobile device as their main, or exclusive, means of getting online.
Brands and marketers will be pleased to hear that almost 6 in 10 say they are "comfortable" with advertising they encounter on their mobile, the same number that is comfortable with TV and online advertising.
Furthermore, mobile ads have influenced a significant number of users across the entire purchase funnel. Three quarters of those surveyed said they had discovered something new via their mobile device and almost half (46%) said they had purchased something using their mobile devices. Forty-five percent said that ads viewed on their mobile device have influenced an in-store purchase.
Ads in apps were the most-noticed, found the study. Globally, 54% of users discovered mobile ads when using an app, 40% while using a search engine, 27% on a retailer website and 23% on a video website.
"This study reiterates the industry stats on the mobile media consumption boom. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies," said Naveen Tewari, CEO and co-founder at InMobi.
"Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant, and timely content to the user."
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