Over 80 per cent of domestic smartphone users click on mobile advertisements intentionally, while 30 per cent of them use the devices to make pre-purchase decisions, presenting a huge opportunity for brands to connect with consumers, according to a survey.
The survey, Getting Mobile Right, by Yahoo and global media and marketing services firm Mindshare, released on Friday offers insights that can help brands develop a more informed mobile strategy to effectively meet their marketing goals.
“Given the mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous,” Yahoo! Head Insights (India and Southeast Asia) David Jeffs said here.
The survey states that smartphone and tablet users in India feel ideal mobile advertisements should be informative, creatively eye-catching and enhance their social standing.
“Sixty seven per cent of the respondents desire ads that allow for creative expression, while 61 per cent prefer advertisements that enhances their social standing,” the survey says.
Besides, 60 per cent of the respondents said they would prefer ads that could be shared with their friends, family and the like, whereas, 58 per cent would go for ads that have something interesting to talk about.
The survey also reveals that smartphones and tablets users are avid consumers of news, especially political news. The survey was conducted in July-August, covered 504 smartphone and 101 tablet users in Delhi, Mumbai and Bangalore.
“Smart devices have transformed consumer behaviour and how they interact with their brands. India is poised to grow its smart device penetration at a dramatic pace, which means marketers have to prepare their brands for this opportunity,” Mindshare Leader Business Planning Asia Pacific Deepika Nikhilender said.
