Nearly 3 in 5 (59%) mobile users are now as comfortable with mobile advertising as they are with TV or online advertising, according to new research.
The study, from InMobi, indicates that 75% of mobile users found that the ads have introduced them to something new in the past year.
Whilst mobile ads in apps are the most noticed among mobile users, the study 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, according to the report.
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.
This has led to some 67% feeling that mobile had provided them with better options, while 46% said they had made purchases using their mobile device and 45% said it has influenced their in-store purchases.
m-commerce continues to evolve and consumer adoption is high with 66% of consumers surveyed having spent money on an activity via a mobile device. This will continue to increase significantly as 80% of consumers plan to conduct mobile commerce in the next 12 months, a 21% increase from where we are today.
Naveen Tewari, CEO and co-founder at InMobi, comments: “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.”