60% of Indians find mobile advertising annoying and obtrusive, says nanu survey

One of the world’s fastest growing mobile VoIP apps nanu surveyed a group of Gen X, Gen Y and Millennials from India, the results of which state that 60% of the 3735 respondents are annoyed with mobile advertising, marking these adverts as most annoying and obtrusive.

Banners, on the other hand, were rated as least annoying by approximately 52% of respondents, possibly due to their unforced nature. On the other hand, more than 55% respondents voted pop-ups and video adverts as the most annoying form of mobile advertising.

Advertising basically focuses on two factors: increase in sales and brand building, but mobile advertising, as of now, has failed to address either of them, as suggested by the outcome of the survey.

It also reveals that even though 46% of respondents may click intentionally on banner adverts, around 80% of them try and avoid clicking on pop-ups and video adverts. To add to the woes, about 75% of respondents said that they doubt the authenticity of purchases from mobile advertising.

Commenting on the findings of the survey, Mr. Martin Nygate, Founder & 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,” he added.

Mobile advertising is today the core of any brand’s digital marketing media strategy and marketers are aggressively looking at options to ensure the right visibility for the brand, thereby enhancing brand recall for the products and services. The outcome of the survey indicates the status quo of the mobile advertising segment, leading to annoyed and irritated consumers coming at the cost of brands’ advertising budget for mobile.

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