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, IndiaIntroduction
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...