Consumption patterns show that more time is already spent in mobile apps than browsing the web. Future in-app advertising spend will be driven by far greater use of rich media. Rich media ads and even mobile video will draw consumers into highly engaging brand experiences.
Customers use a mix of Mobile shopping apps and Mobile browsers to research the products before they buy. Customers look for product information as well as the information on retailers they can buy it from. “Apps can impact decision Making as 20 – 40 % consumers had not decided on what they were looking for. More than 40 % Browsers became Buyers across categories, 30 % of Smartphone users click on ads, 20 % on tablets Ads that are most effective are locally relevant.” – Source Nielsen Research, xAd and Telmetrics