Mobile advertisement: The next big thing

BANGALORE, INDIA: Nokia unveiled a study on mobile web consumption habits of consumers in major metropolitan areas of India.

The study, “Why mobile advertising matters”, undertaken in partnership with TNS India that was unveiled at an exclusive event in Mumbai, showed increasing patterns of mobile Internet use, and positive signals for brands looking to benefit from the fast growing medium.

D Shivakumar, VP and managing director, Nokia India, said: “People now have a social and emotional need to stay connected 24x7 with friends, information and entertainment and it’s big news for brands that mobile web users now access the internet through their device almost as frequently as they do through their PC."  

Findings from the research:

Mobile web users are using their mobile to access the Internet almost as much as the traditional web (2.4 days per week versus 2.7 days) More users are finding out about new product information via the mobile web (28 percent) than the traditional web (26 percent)

“Nokia is already working with global brands including Unilever, BMW and Universal to engage consumers with exciting campaigns. The advertising opportunities we offer on Airtel Live and on the growing number of Nokia services means that brands can start to engage with an innovative and future two-way medium,” D Shivakumar added.   

Consumers love their mobiles – 84 percent of mobile web users say they would feel lost without their mobile device

Strong ad awareness - 18 percent of mobile web surfers said they had noticed a mobile banner ad

Mobile advertising drives engagement – 56 percent of those who noticed a banner ad went on to visit the mobile site of the advertiser

Viral effect – 29 percent of those that noticed a banner ad discussed the campaign with someone else