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Wednesday, 07 September 2011 16:30

Mobile advertising thrives in Australia

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The Australian mobile advertising market has grown by 38 percent over the last four months, a study revealed, with Australians being the most receptive to mobile ads globally.

According to the Mobile Insights Report, released today by international mobile advertising network, InMobi, the Australian mobile ad market has grown by 38 percent in the quarter ending July 2011, reaching over one billion quarterly ad impressions. InMobi regional director for Australia and New Zealand, Rob Martson, said Australians at first seemed slow at embracing new technologies but were then consistent users.

'While not always first movers, Australians have consistently embraced technology and mobile is no exception,' he said. Earlier this year, another report by InMobi had already identified Australians as the most receptive to mobile ads globally. In February, a survey conducted by InMobi revealed 75 percent of Australia declared to be 'very comfortable with mobile ads' because 'they served an important purpose'.

This trend of growth has been confirmed today by the new quarterly report. Overall, smartphones ad impressions grew by 52 percent, while advanced phones impressions decreased by 4 percent. 'With the Australian penetration level of smartphones as one of the highest in the world and telcos understanding their customer's needs for data packages, there really hasn't been a better time to use mobile advertising,' Martson said.

Also, the report revealed Australians had a preference for Apple's devices, with iOS leading mobile ad impressions by 47.9 percent, a share that is nearly four times the global average. Android followed at 17.7 percent. Other manufacturers, such as Nokia, ZTE, Samsung, Access and LG, suffered losses in ad impressions. According to the study, the iPhone remained the most popular device among users, followed by RIM's Blackberry. The iPad and Samsung's GT-I9000 shared the fourth place.

'Mobile advertising has progressed significantly from pure SMS to banners, Rich Media and indeed 3D ads,' Martson said. 'The personal nature of a phone combined with the potential to entertain, educate and inform makes mobile a must have part of any media schedule'.

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