Top Story


Home >> Digital >> Article

InMobi Survey reveals high mobile ad engagement among youth in India

Font Size   16
InMobi Survey reveals high mobile ad engagement among youth in India

Mobile advertising network InMobi has released a survey revealing nuances of mobile Internet usage patterns in India. The survey was conducted at IIT School of Management and surveyed 205 college-aged consumers. Although a very specific sample group, the results do offer some insight into India’s youth generation, who make up the largest population sector in the country.

According to the survey, 57 per cent of the respondents browsed the Internet on their mobile phones, and close to one-third of respondents, who surfed the Internet through their mobile phones, engaged with brands that advertise. Of whose who engaged with the ads, they were most likely to visit the ad’s website (72.5 per cent), but also went so far as to call the company (10 per cent), or buy the product (17.5 per cent).

Survey results also showed that the college-aged consumers are equally interested in almost all genres of mobile advertising, as long as the advertisements have something significant to offer and do not interfere with the mobile browsing experience. Among ads, those most welcomed are fast free coupons, free mobile games with embedded unobtrusive ads, money transfer services, free humorous clips and Bluetooth-based ‘alerts’ for items on sale nearby.

India is currently the second largest mobile market in the world after China, and nearly 10-12 million mobile subscribers are added monthly in the country. (Source: VitalAnalytics) The country’s largest cities have the highest mobile Internet usage; however, many small to mid-sized towns such as Meerut, Aligarh, Jalandhar, Kanpur, Kota, Hassan and Thiruvananthapuram generated almost a fourth of the mobile browsing traffic.

Mobile Internet browsing is also spread across income groups of those with mobile phones. Specifically, 20 per cent of the respondents who access the Internet on their mobile phones are from the working class demographic, 38 per cent are from the lower middle class and 42 per cent are from the upper middle class. This data shows that mobile Internet usage is not limited to only the upper middle class.

Mobile is clearly becoming a mass medium in India – having extended out from only the most affluent individuals in the very largest metropolitan areas.

In addition, Airtel is the clear leader in terms of the percentage of respondents browsing the Internet on their mobile phones. Reliance is the only service provider where less than 50 per cent of the respondents browse the internet, most likely because Reliance phones are not used frequently for value-added services.

InMobi, formerly mKhoj, is one of the fastest growing global mobile advertising networks. InMobi delivers the best results to its partners through its intelligent mobile web advertising solutions. The advanced technology enables advertisers to discover their target audience on mobile Internet sites in a measurable manner. Publishers can leverage the capability to serve contextual ads to the users of their sites, thereby increasing the value of their mobile property. InMobi’s vast reach in collaboration with the precision of the mobile medium provides the optimal platform for advertisers and publishers of mobile internet sites.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video