A majority of Indians find mobile advertising most annoying

Sixty per cent of Gen X, Gen Y and millennials in India are annoyed with mobile advertising and mark the ads as annoying and obtrusive, according to a survey by VoIP (voice over internet protocol) app Nanu. Approximately 52 per cent of the 3,735 respondents rated banners as least annoying, while more than 55 per cent felt pop-ups and video adverts were the most annoying form of mobile advertising. As any mode of advertising focuses on two factors - increasing sales and brand building - mobile advertising in its present form fails to address either as indicated by the survey outcome. It reveals that even though 46 per cent of those surveyed may click intentionally on banner adverts, 80 per cent still avoid clicking on pop-ups and video adverts. Moreover, about 75 per cent of them aired doubts about making any purchase decision based on mobile advertising. The survey hints at a status quo of the mobile advertising segment, which is battling annoyed and irritated consumers at the cost of brands' advertising budget for mobile.