Mobile advt is gaining popularity: Nokia study

MUMBAI, INDIA: The Mobile screen is fast replacing all other screens viz theatre, television, laptop and there are positive signals for brands looking to benefit from the fast growing medium, said D Shivakumar, vice-president and managing director, Nokia India.

While making a presentation, ‘The power of mobile -- The Indian opportunity’, at a panel discussion on ‘Why mobile advertising matters in India’ at Hyatt Regency in Mumbai recently, he said that there are 410 million mobile users in the country, which points to its potential as an advertisement medium.

This medium is gaining importance, because it ensures that the consumer is always available and the information can reach the consumers when they need it, the panelists said.

Nokia India also unveiled the findings of a study on the consumption habits of mobile web users in metros in India. In this study TNS was the research partner and the study was based on a sample of 3500 consumers across 15 metro and tier-1 cities.

Shivakumar also provided statistics about how much time mobile users spend on specific applications, such as voice (32 per cent), SMS (16 per cent) and browsing (15 per cent).

He stated that Nokia India has been innovating in the mobile advertising space. He cited the example of the Nokia and P&G partnership, where the brand message was embedded in Nokia applications, such as games.

Sanjay Kapoor, president, mobile services, Airtel presented a case study on a Limca campaign on the Airtel network in Mumbai. The aim of the campaign was to get the potential consumer to download the Limca hello tune.

The Limca banner would be displayed when the mobile user sent an SMS. If the user was interested, he could click the banner to be redirected to the Limca website. He said that the campaign received 4.6 lakh impressions in a span of just three days, only in Mumbai.

The panelists who participated in the event said that there is strong potential in the mobile medium. What is required is the correct knowledge to take advantage of this medium.

Nokia India also unveiled the findings of a study on the consumption habits of mobile web users in metros in India. The study was undertaken in association with TNS India, with a sample size of 3,500 consumers across 15 metro and tier 1 cities.

The findings show that more users are looking for new product information via the mobile web (28 per cent) than the traditional web (26 per cent).

Also, 92 per cent of mobile users in metros access the mobile web when they are at home. Moreover, 56 per cent users who noticed a banner ad went on to visit the mobile site of the advertiser and 18 per cent of mobile web surfers said they had noticed a mobile banner ad.

The Nokia findings map out consumer mobile web usage in detail and aim to help advertisers and clients target specific categories of consumers.

Name
Email
Comment Here
Code Verification

Save petrol and money with this Android App

Microsoft wins texting lawsuit Motorola

Mastek's marvelous 30 years and still counting

Oracle buys Vitrue

Telecom scam strikes China too

Why 122,680 Facebookers 'like' Nirmal Baba?

Do you think IT employees need unions?

Book your trip to Vaishno Devi online

Can Aamir Khan bring down female foeticide?

DataWind terms Aakash II launch a revolution

Subscribe to PCQuest for iPad & Android tablets

Register Free at DQ Top 20 Online portal & get insights on the Indian IT Industry

Enterprise IT News and Analysis in your inbox

Subscribe to the free PCQuest newsletter

Do you think IT employees need unions?

Arun and Cipla - no ladders, no snakes

Cyber attacks: Have India's neighbours turned culprits?

Personal cloud will eclipse PC: Gartner

SMEs don't give much importance to security

Sponsored Links

Custom Site

Demo Downloads On :

1-Click News Updates