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As per the study, over 50% of the average mobile web user now uses the mobile as either their primary or exclusive means of going online. This has resulted in mobile devices becoming an indispensable shopping tool, gaining popularity as a viable shopping channel and now used throughout the research and decision-making process of a purchase.
The study was conduced across over 15,000 mobile users in 14 markets worldwide through its global mobile ad network and research partners Decision Fuel and OnDevice Research.
Of the people surveyed, 75% said they have been introduced to something new through their mobile device, 67% felt that it had provided them with better options, 46% said they had made purchases using their mobile device and 45% said it has influenced their in-store purchases.
The study found that 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising.
