A recent InMobi study has shown that while the ideal hasn’t yet been reached, progress is being made.
Although mobile marketing has yet to truly find its place in the hearts of consumers, there has certainly been a great deal of progress toward a new tolerance level if the latest research is any indication.
This recent study has shown that there is now a comfort level with around sixty percent of consumers.
The research was performed by InMobi, which found that about 6 out of every 10 consumers would now call themselves as “comfortable” with the mobile marketing that they have been receiving on their smartphones and tablets as they are with the ads they see through other channels.
This comes at the same time that there has been a growing concern over the usability of mobile marketing.
The so-called “fat finger” problem has recently been raising concerns over the ability to trust mobile marketing statistics, as many ads that are clicked on these smaller screens could often tapped by accident. However, what InMobi discovered was that only 15 percent of the device users who accessed the web had unintentionally clicked on an ad.
Possibly even more striking is the fact that mobile marketing has played a role in the shopping decisions of 46 percent of the respondents to the survey. They stated that they had decided to make a purchase of a product or service over their device because of an ad they had seen.
The InMobi CEO, Naveen Tewari, explained that smartphones, tablets, and other portable communication devices are now a part of virtually every element of our daily lives. Tweari also went on to say that “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.”
The mobile marketing report indicated that the average user of the mobile web consumers 7 full hours of media every day. Twenty six percent of this time – a figure that is growing – is spent on the smartphone or tablet.