Indians find mobile advertising the most annoying


nanu, one of the world’s fastest growing mobile VoIP apps, today unveiled the outcome of a targeted survey among a group of Gen X, Gen Y and Millennials from India using smartphones, with diverse work profiles. Amounting to a total sample size of 3735, 60% of the respondents are annoyed with mobile advertising and marked the adverts as most annoying and obtrusive.


However, banners still holds some preference for mobile users due to its unforced nature since approximately 52% of respondents have rated banners as least annoying while more than 55% respondents believe pop-ups and video adverts as the most annoying form of mobile advertising.

  • 60% of respondents indicate mobile advertising as annoying or irritating
  • Banner adverts still hold consumer interests; pop-ups and video adverts are more intrusive
  • 80% of respondents avoid clicking pop-ups and video adverts
  • 75% respondents are not confident of making purchase decision from banners, pop-ups and video adverts

As any mode of advertising focuses on two factors – increase sales and brand building, mobile advertising in its present form fails to address either of them as indicated by the outcome of the survey. It reveals that even though 46% of respondents may click intentionally on banner adverts, but 80% still avoid clicking on pop-ups and video adverts. Moreover, about 75% of respondents indicate their doubts about making any purchase decision from mobile advertising.

Commenting on the findings of the survey, Mr. Martin Nygate, Founder & CEO, nanu said, “The findings of the survey clearly highlights the ineffectiveness of the existing modes of advertising that brands are adopting, due to its intrusive nature. Increasingly, this invasive side of mobile advertising is adding up to its own plight by pushing mobile phone users to resort to using ad blocking software. It’s the present form of mobile advertising that eradicates all the smartness of our smartphones”

We believe that mobile advertising needs to be completely non-intrusive and infused with the right set of analytics to ensure enough value proposition for both users and brands,” added Mr. Nygate

Mobile advertising is today the core of any brand’s digital marketing media strategy and marketers are aggressively looking at options to ensure the right visibility for the brand, thereby enhancing brand recall for the products and services. The outcome of the survey indicates the status quo of the mobile advertising segment, leading to annoyed and irritated consumers coming at the cost of brands’ advertising budget for mobile.

About nanu:

nanu is a revolutionary mobile call app developed for the emerging markets. nanu utilizes proprietary ultra-low bandwidth VoIP technology and an advert sponsored free call business model to provide high quality free calls to everyone, everywhere, even on 2G. nanu is currently available on Google Android and Apple iOS. nanu is a Singapore-based startup founded by a father-son team of Martin and Daniel Nygate.

About Survey Methodology:

This survey from nanu is a first of its kind to evaluate how mobile advertising has impacted smartphone users in India. It was conducted from 27th to 29th April 2016. The survey was carried out across all the 29 states in India covering all the important metros and non-metros. We surveyed over 3735 smartphone users from India using mobile internet. Out of the total users, male users from both metros and non-metros constituted to 68% and female users constituted to 32% who responded on the survey. As far as the states are concerned, we got the highest no. of participation from the northern part of the country at 39% respondents followed by southern part of India as the second highest at 33%, western India coming a close third at 17% and standing last is eastern India at an 11%.

About Shakthi

I am a Tech Blogger, Disability Activist, Keynote Speaker, Startup Mentor and Digital Branding Consultant. Also a McKinsey Executive Panel Member. Also known as @v_shakthi on twitter. Been around Tech for two decades now.

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