Adoption of the mobile device is on the rise in India. Ad spending on mobile is estimated to grow at a rate of 59% CAGR by 2020. Smartphone screens have become by far the most viewed. Increasing adoption of 4G is driving this phenomenon further.
Mobile devices are used primarily for Social Networking while PCs are used to access E-mails more.
Mobile ads are perceived to be more useful but less engaging while desktop ads are perceived to be more engaging.
Social media ads, video ads and e-mail ads are the most preferred mobile ad formats. Among desktop ad formats, social media ads, video ads and search ads are the highly preferred ones. Around a third of the respondents prefer SMS ads.
Ads of categories such as electronic products, clothing & footwear, books, movies/music/games are highly clicked and purchased. Health & fitness and food & beverages are mostly clicked but not purchased. Jewellery, pharmaceutical products and insurance products ads do not get clicked much.
Making an ad more interesting will increase the chances of consumers paying attention to the ads and making it more relevant and engaging will increase the chances of consumers clicking on the ad.
In addition to increasing the attention and click on an ad, making it more informative, useful and trustworthy will increase the chances of consumers clicking on the ads and purchasing the products.
Consumers feel that mobile ads appear too often and may get annoying, they are intrusive and give rise to security concerns.
Contents in the full report:
- Executive Summary
- Adoption of Mobile Devices in India
- Perception of Digital Ads: Mobile Vs. Desktop
- Perception of Digital Ad formats: Mobile Vs. Desktop
- Mobile Ads performance across Product Categories
- Effect of Consumer Ad perceptions on Actions for Mobile Ads
- Consumer Concerns Towards Mobile Ads
Insights in the full report are further broken down by:
Gender: Male, Female
Age Groups: Less than 21 years, 21 - 25 years, 26 - 30 years, 31 - 35 years, 36 years and above
Occupation: Housewives, Students, Professional with less than 10 years of experience, Professionals with more than 10 years of experience, Self Employed individuals
Town Class: Top 9 Metros, Small Metros, Non-Metros, Small Towns