Nine out of ten mobile internet users in India are men and 60.% tech-savvy youngsters (Under- -24) constituting a large chunk of these users, according to a study conducted by Mobile Marketing Association (MMA).
The study attributed this to the rapid mobile penetration and the growing popularity of smartphones and tablets. The report conducted in association with Vserv.mobi also observed that a whopping 70 per cent of the mobile Internet users in the country belongs to the well-off section of the society.
It said that approximately 29 per cent of them are students, far more ahead of the their counterparts in South East Asia nations with 18 per cent. The survey polled over 2000 mobile web and app users conducted in July 2013.
"The Indian mobile market is at an exciting stage of growth with the current ad spend on mobile marketing estimated at Rs 300 crore and is expected to increase by close to 50 per cent in the next 12 months. This presents a significant opportunity for the eco-system,"MMA Managing Director (Asia Pacific) Rohit Dadwal said.
The survey also says that smartphones and tablets as well as small and medium businesses leveraging mobility solutions will play a major catalyst to help Mobile advertising grow 43% to Rs 430 crore next year.
Brands have now recognised the power of the mobile medium and Vserv.mobi is committed to further fuel the growth of the ecosystem globally, said Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy, Vserv.mobi.
The report observed that the growth in mobile ad spends is also driven by SMBs. The report is based on extensive research conducted by exchange4media and inputs from brands, agencies and the mobile ecosystem in India in September 2013.
It said that marketers are beginning to invest more in the medium to see how mobile, when placed at the centre of a well integrated campaign, acts as the binding tissue, bringing all aspects of a campaign together.