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Indians find mobile advertising most annoying, says nanu study

60 per cent respondents indicate mobile advertising annoying while pop-ups and video adverts are more intrusive

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Indians find mobile advertising most annoying, says nanu study

Indians find mobile advertising most annoying, says nanu study

60 per cent respondents indicate mobile advertising annoying while pop-ups and video adverts are more intrusive

BestMediaInfo Bureau | Mumbai | May 19, 2016

Nanu-LogoThe recent study by 'nanu,' one of the world's fastest growing mobile VoIP apps, has unveiled the outcome of a targeted survey among a group of Gen X, Gen Y and millennial from India using smart phones and who have a diverse work profile.

The total sample size was 3735. Out of them, 60 per cent of the respondents are annoyed with mobile advertising and marked the adverts as most annoying and obtrusive. However, banners still hold some preference for mobile users due to its unforced nature since approximately 52 per cent of respondents have rated banners as least annoying while more than 55 per cent respondents believe pop-ups and video adverts as the most annoying form of mobile advertising.

Advertising focuses on two factors – increase in sales and brand building. Mobile advertising in its present form fails to do either of them as indicates the survey. The survey reveals that 46 per cent respondents may click intentionally on banner ads, but 80 per cent still avoid clicking on pop-ups and video adverts. Moreover, about 75 per cent of them indicate their doubts on making any purchase decision based on mobile advertising.

Commenting on the findings of the survey, Martin Nygate, Founder and CEO, nanu, said, “The findings of the survey clearly highlights the ineffectiveness of the existing modes of advertising that brands are adopting, due to its intrusive nature. Increasingly, this invasive side of mobile advertising is adding up to its own plight by pushing mobile phone users to resort to using ad blocking software. It's the present form of mobile advertising that eradicates all the smartness of our smartphones.”

“We believe that mobile advertising needs to be completely non-intrusive and infused with the right set of analytics to ensure enough value proposition for both users and brands,” added Nygate.

Mobile advertising has become the core of a brand's digital marketing media strategy. Marketers are aggressively looking at options to ensure right visibility for the brand, thereby enhancing brand recall for the product/service. The survey indicates that mobile advertising is leading to annoyed and irritated consumers at the cost of brands' advertising budget for mobile.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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