Smartphone influence on the ad world continues to grow

InMobi has this week released new research that gives insight into the growth of mobile media across the globe.

The Global Mobile Media Consumption Study was revealed at the Mobile World Congress 2013 on Wednesday and shows how mobile devices influence the advertising industry.

The results show that worldwide, the number of users that discover ads via smartphone apps is double the number of those that see ads on a retailer website – 54% and 27% respectively.

The report also shows that 40% of people discover ads on a search engine and 23% on a video website.

Mobile devices also play a significant role in the consumer industry, with 75% of people saying that mobile advertising introduced them to something new and 45% saying that mobile ads have influenced them to purchase in-store.

The expansion of advertising across mobile is proving to be hugely beneficial for advertisers when it comes to reaching consumers on the go.

InMobi reported that after seeing mobile ads, 80% of users downloaded an app and 67% visited the website of the advertiser.

Naveen Tewari, CEO and co-founder at InMobi, added: “This study reiterates the industry stats on the mobile media consumption boom. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies.

“Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant, and timely content to the user.”