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InMobi

Mobile advertising influences 48% of consumers on their purchasing decisions

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By The Drum Team, Editorial

August 14, 2012 | 2 min read

Mobile advertising influences 48 per cent of consumers – putting in on par with desktop advertising and only slightly behind TV advertising (55 per cent), research by InMobi has found.

A fifth of respondents said mobile advertising influenced their subsequent in-store purchase, and 21 per cent stating it influenced them to buy via their mobile.

It was found that 60 per cent of ‘generation M’, aged 25 or under, are comfortable with mobile ads, while the figure for ‘mobile boomers’ aged between 45 and 64 is not much lower at 43 per cent.

Lee Blyth, head of UK sales at InMobi, said: “These results demonstrate that mobile advertising is finally, rightfully, taking its place alongside traditional content such as online and TV when it comes to directly influencing consumers’ purchasing decisions. The findings show that archaic perceptions of mobile advertising being intrusive are long gone, and as such is fantastic news for brands and publishers alike.

“The onus is now on brands and content agencies to build on this by creating compelling, engaging media to capture consumers’ attention and ensure the mobile can truly become the personalised platform we have all been hoping it will become.”

It was found that 63 per cent of consumers have used m-commerce – a 9 per cent increase from Q4 2011 – while 71 per cent of those surveyed expect to use m-commerce in the next 12 months.

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