6 in 10 consumers comfortable with mobile advertising
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.”