Mobile advertising is becoming a more prominent marketing strategy, and a recent study has found that around 59 per cent of mobile users are now as comfortable with mobile advertising as they are with adverts on television or the web.
According to the Mobile Media Consumption Report, which was released today by InMobi, 75 per cent of mobile users have been introduced to something new via their device, while 80 per cent plan to make an online purchase on their mobile device in the next 12 months.
The Mobile Media Consumption Report studied over 15,000 mobile users, quizzing them on their mobile consumption habits, to develop a full picture of how mobile devices shape modern life.
The study found that mobile users are "always on", with 60 per cent of respondents using the mobile web whilst commuting, and over 40 per cent using their mobile devices whilst shopping, at social events, or spending time with family.
Advertising within mobile apps is becoming a more popular feature, and 54 per cent of users said they had discovered mobile ads within their device's apps, with 40 per cent seeing ads on a search engine, and 27 per cent on a retailer website.
InMobi CEO Naveen Tewari said: "Mobile devices now permeate every aspect of modern life. 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.
"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."