The Australian mobile market is one of the most receptive markets for advertising in the world, with iPhone owners more likely to view ads than their counterparts in the US and Europe.
A report found that Australia’s iPhone OS ad impression share of 42% is significantly higher than the US at 19% and Europe at 30%.
Australians are the most comfortable with mobile advertising of any country in the world, with 75% of Australians agreeing with the statement that they are either “very comfortable” or “somewhat comfortable” with mobile advertising.
Of the 14 countries studied across Europe, Africa, Asia, and the US, Australians were the most comfortable consumers in the world, 10 points higher than the US at 65%.
“Australia is clearly one of the world’s leading markets when it comes to mobile advertising,” said James Lamberti, vice president of Research and Marketing at InMobi.
“Consumers are highly accepting of mobile advertising likely due to the immersive and rich experiences available on iPhone, and more recently Android, devices that prevail in this highly evolved market.”
The 'Global Perspective on Mobile Advertising' report was conduced by independent mobile ad network, InMobi, in partnership with comScore. It surveyed 14 countries and 20,000 consumers
InMobi opened an office in Australia in November 2010, appointing Rob Marston to lead the local business. The agency said it has won six new customers since launch including Accor Hotels.
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