Nokia study paints bright future for mobile advertising as consumers embrace the mobile internet

05 Feb 09

Mumbai, February 5 2009. Nokia today unveiled a study on the mobile web consumption habits of consumers in major metropolitan areas of India. The study, unveiled at an exclusive event In Mumbai “Why mobile advertising matters”, and undertaken in partnership with TNS India, shows increasing patterns of mobile internet use, and positive signals for brands looking to benefit from the fast growing medium.

“People now have a social and emotional need to stay connected 24x7 with friends, information and entertainment and it’s big news for brands that mobile web users now access the internet through their device almost as frequently as they do through their PC,” said Mr. D. Shivakumar, VP and Managing Director, Nokia India.

The research highlighted that:

Mobile web users are using their mobile to access the internet almost as much as the traditional web (2.4 days per week versus 2.7 days)
More users are finding out about new product information via the mobile web (28%) than the traditional web (26%)

Mr. D. Shivakumar added: “Nokia is already working with global brands including Unilever, BMW and Universal to engage consumers with exciting campaigns. The advertising opportunities we offer on Airtel Live and on the growing number of Nokia services means that brands can start to engage with an innovative and future two-way medium.”

The research also highlighted a number of other interesting trends:

Consumers love their mobiles – 84% of mobile web users say they would feel lost without their mobile device
Strong ad awareness - 18% of mobile web surfers said they had noticed a mobile banner ad
Mobile advertising drives engagement – 56% of those who noticed a banner ad went on to visit the mobile site of the advertiser
Viral effect – 29% of those that noticed a banner ad discussed the campaign with someone else

The TNS study was based on a sample of 3500 consumers across 15 metro and tier 1 cities. Further findings from the research were made available exclusively to delegates at today’s event. For more information on the research or to find out more mobile advertising please contact marketing.interactive@nokia.com

Nokia Interactive Advertising gives brands reach to millions of consumers through advertising opportunities on Nokia services, such as Nokia.mobi, and on select blue-chip mobile publishers including Airtel in India and Sprint in the U.S.

For further information please contact:

Moneeta Passi

Nokia India Private Limited

Tel: +91 124 4199000 extn 9355