Indians find mobile advertising annoying

By : |May 19, 2016 0
mobilemarketingwatch.com

Finally, someone has listened to us. Who doesn’t find mobile advertising annoying? Amidst apps or emails or games, the pop-ups, they spoil the entire experience of reading online or surfing online on mobile.

Yes, as many as 60 per cent Indians find mobile advertising annoying and obtrusive.

According to a survey conducted by the mobile app ‘nanu’, targeted a group of Gen X, Gen Y and Millennials from India using smartphones, with diverse work profiles and a total sample size of 3,735.

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The survey found that more than 55 per cent respondents think pop-ups and video advertisements are the most annoying form of mobile advertising. However, banner ads fared better with those surveyed, as 52 percent of respondents rated them as least annoying due to their unforced nature.

Around 80 percent avoid clicking on pop-ups and video advertisements, while 46 percent said that they may click intentionally on banner advertisements.

It should be noted that earlier a Deloitte report shared that the statistics on the share of mobile advertising spends is 2 to 4 percent of the total media expenditure at present.  While the same is expected to account for 15 to 20 percent of the overall media expenditure by 2020.

As expected, the pop-ups do not account for any strengthening of mindset for the user. Around 75 percent of people surveyed had doubts about making any purchase decision from mobile advertising.

The mobile app “nanu” Founder and Chief Executive Officer Martin Nygate said, “the findings of the survey clearly highlight the ineffectiveness of the existing modes of advertising that brands are adopting, due to their intrusive nature. Increasingly, this invasive side of mobile advertising is adding to its own plight by pushing mobile phone users to resort to using ad blocking software,”

Hence, there is a urgent need for mobile advertising that needs to be non-intrusive and infused with the right set of analytics so that it does give some value add to both the users and the brand.

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