New market research from InMobi, one of the fastest growing global mobile advertising networks, in partnership with comScore, reveals surprisingly high levels of mobile advertising acceptance in India, with over 72% of Indian consumers comfortable with mobile advertising, and over 50% ready to receive personalised advertisements. This finding is likely to surprise advertisers who are being conservative in adopting mobile advertising as part of their strategies to date. Overall the research results point to the untapped potential of the region driven by consumer adoption.
In keeping with Asia trends, Nokia dominates both the OS and manufacturer share in India. Nokia’s OS platforms, including Symbian, have about 65% of the OS share of available ad impressions. With almost 65% of the manufacturer’s share, Nokia leads Samsung who comes in second at 17% share.
The Indian consumer has a higher level of comfort with mobile ads (72%) relative to Asia overall at 69%. In terms of volume of impressions, India also leads the Asia region with over 6 billion impression served followed by Indonesia.
The consumer survey, done in partnership with digital marketing intelligence agency, comScore, interviewed 3,500 consumers in Indonesia, Thailand, Malaysia, India, and Australia, and discussed overall comfort with mobile ads, perceived benefits and willingness to have ads.
James Lamberti, VP Global Research & Marketing at InMobi says, “These results present a truly enlightening picture of how mobile advertising is perceived in Asia and India. Consumers are embracing the mobile channel already and, when combined with the upcoming 3G adoption, will make India one of the most explosive mobile advertising markets in the world.
