Mobile ad network InMobi said research showed that a greater number of people plan to buy through mobile devices next year. The survey, conducted with re-search partners Decision Fuel and OnDevice Research, showed that 83% of the 14,000 respondents are expected to spend money on an activity via mobile in the next 12 months, a 15% increase from the current level.
The Singapore-based company also said mobile advertising has about the same effect as that of television advertising.
“With mobile content gaining similar prominence as TV, mobile advertising is now impacting consumer behavior across the entire purchasing lifecycle from small day-to-day purchases, to bigger purchases like cars,” said Naveen Tewari, CEO of InMobi, which counts Google and Facebook as its competitors.
Sixty eight percent of those surveyed had gone beyond purchasing digital products to buy physical and financial goods and about 43% have called advertisers by clicking on the phone number in the ad, the company said.
The Softbank-backed company, which has users across 165 countries, recently said its outreach of 749 million monthly users was second only to Facebook. It has released two products in the space of over twenty days- a native ads platform and an interactive video platform.
“Use of location tools, targeted mobile advertising, and responsive websites can drive consumer traffic and dramatically increase sales,” the company said in a statement.