Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India

Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.

Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India

Varsha Jain and Ketaki BhaveMudra Institute of Communications (MICA), India

Subhadip RoyMohanlal Sukhadia University Campus, India

Introduction

In 2013, the number of global mobile phone and cellular subscriptions reached 6.8 billion, which is almost equal to the world population of 7.1 billion. Interestingly, more than half (about 3.5 billion) of the global mobile phone users are from the Asia-Pacific region (The World in 2013 - ICT Facts and Figures, 2013). The mobile market in India is expected to reach INR 1.2 trillion...

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