Mobile advertising is an emerging and preferred mode of advertising by large advertisers due to the many advantages it offers in terms of its overall reach and cost efficaciousness. Mobile advertising is most cost effective because you pay for only what you need owing to advanced targeting capabilities, fixed SOVs (Share of Voice), CPC (Cost Per Click) and CPM (Cost per 1000 impressions).

Here are some research that demonstrate the trends and popularity of mobile advertising: 

  • The share of web traffic (based on each device's share of the total web pages served to web browsers) on mobiles (estimated to be 66% as on January 2016) in India exceeds the share of web traffic on desktops and laptops (estimated to be 33% as on January 2016) by double. (Source)
  • Mobile internet users in India constitute 23% of the total Indian population as on January 2016. (Source)
  • People use their mobiles for accessing the internet for as much as 3 hours 07 minutes on an average everyday.  (Source)
  • India will reach 314 million mobile internet users by 2017. (Source)
  • 3G user base is projected to increase to 284 million subscribers by the end of 2017 (Source).
  • 4G user base is projected to increase to grow at an annual growth rate of 344% and a CAGR of 103% from 2013 to 2018. (Source).
  • The number of internet users in India has reached 354 million by the end of June 2015 and is expected to reach 315 million by 2017. This indicates that India has more internet users than population of the United States and become the 2nd largest country by the number of internet users after China. (Source)
  • 60% of internet users access the internet from their mobiles. (Source)
  • According to forecasts on Digital Ad Spending in India, the estimated ad spending on mobile internet is likely to increase year on year from $0.17 billion in 2015 to $1.23 billion in 2019 and also the Digital Ad Spending on Display Ad Formats will increase year and year from $0.57 billion in 2015 to $1.34 billion in 2019. (Source)
  • According to global advertising forecasts, mobile internet advertising will overtake newspapers in 2016 and mobile internet will be the 3rd largest advertising medium after television and desktop internet. (Source)
  • Forecast reports also predict that the global advertising market will hit two significant milestones in 2016 surpassing $100 billion in spending and accounting for more than 50% of all digital ad expenditure for the first time. (Source)​