The findings a study conducted jointly by Yahoo and Mindshare revealed that an ideal mobile advertisement for 67 per cent Indians is one which allows for creative expression.

The study titled ‘Getting Mobile Right’, based on research of user behavior on smart phones and tablets, highlights the potential of smart mobile devices becoming the next mass media, along with the opportunity for brands to connect with consumers.

The findings further stated that 61 per cent Indians prefer advertisements to improve their social standing, while 60 per cent would want it to be shareable with others, 58 per cent expect a mobile advertisement to have something interesting to talk about and be fun.

Talking about the study, David Jeffs, Head of Insights, India & South-East Asia, Yahoo said, “Given the mobile growth in India, the potential for brands to engage with their audiences via smart devices is tremendous. To unlock this, marketers need to think beyond mobile as a reach extender. Through this study, we seek to understand consumer behavior in depth - how their needs change through the day, how this impacts the way they use the devices, and what they consume on them. When we start to think of mobile as a platform and not a channel, we are one step closer to developing a truly integrated mobile device campaign."

The study also revealed that the most consumed genre of content consumed by smartphone users in India is news including Political News, National News, Local News, Science and Technology News, International News, in that order.

Over 80 per cent of Indian smartphone users intentionally click on a mobile advertisement, while 30 per cent of them use devices to make pre-purchase decisions.

Deepika Nikhilender, Leader, Business Planning, Mindshare Asia Pacific, said, “Smart devices have transformed consumer behavior and how they interact with brands. India is poised to grow its smart device penetration at a dramatic pace, which means marketers need to prepare for their brands to harness this opportunity. Insights from this study can enable brands to make informed decisions in designing impactful mobile strategies. Mobile’s role in the path to purchase and at the retail environment is becoming very critical, and marketers need to adapt to this insight and find opportune interventions for brands on this platform."