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With the rise in number of users accessing the Internet through mobiles phones, a new research conducted by independent mobile advertising network, InMobi, reveals 59 percent of mobile web users are comfortable with mobile ads as they are with TV or online advertising. The research also shows mobile phones are now becoming major platform through which users engage with brands online.
The InMobi survey covers 15,000 mobile users in 14 markets across the world. It reveals about 50 percent of the average mobile web users across the world are now using the device as their main or exclusive source for access the web. The change in the trend has made the mobile phones an 'indispensable shopping tool' and even is being used for decision-making process of a purchase.
"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 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV,” says Naveen Tewari, CEO and co-founder at InMobi.
Other notable findings of the InMobi survey include : about 75 percent of respondents acknowledged they'd been introduced to something new via their mobile device, 67 percent feel that it had provided them with better options, 46 percent said they had made purchases using their mobile device and 45 percent said it has influenced their in-store purchases. You can read the full InMobi survey here.