Indians prefer informative and creative mobile ads, finds survey

Smartphone and tablet users in India prefer mobile advertisements that are informative and creatively stimulating, according to a new survey conducted. The survey, conducted by Yahoo! and global media and marketing services firm Mindshare, reveals that Indian mobile users feel that the advertisements should be creatively eye-catching and enhance their social standing.

The survey, called ‘Getting Mobile Right’, also reveals that smartphone users in India are avid consumers of news. Sixty seven percent of the respondents said they prefer ads that allow creative expression and 60 percent want ads that can be shared with family and friends. 58 percent would go ahead and view ads that have something interesting to talk about while 61 per cent prefer advertisements that enhance their social standing.

Creatively stimulating ads preferred by Indians (Image credit: Getty Images)

It should be noted, though, that this survey was conducted with 504 smartphone and 101 tablet users in Delhi, Mumbai and Bangalore in the time period between July and August. The study aimed at understanding consumer behaviour. This included things like changing habits during the day, impact of the changes on the way they use their devices and the kind of content consumed on mobile devices.

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Deepika Nikhilender from Mindshare feels that mobile’s role in the purchasing market and at the retail environment is becoming critical and marketers have to find interventions that can attract consumer interest. Considering mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous," said David Jeffs, Yahoo! Head Insights for India and South-East Asia.

(With inputs from news agencies)