LONDON: Mobile ads are helping to persuade consumers to download apps and visit brand websites, a report has revealed.

The Mobile Media Consumption Report from InMobi, an independent mobile advertising network, and its research partners Decision Fuel and OnDevice Research, looked at over 15,000 mobile users in 14 markets across all continents, via OnMobi's global mobile ad network.

It found that four fifths of consumers had been influenced by a mobile ad to download an app and that 67% went on to visit a brand's website immediately afterwards.

Over half of respondents – 54% – also reported that they had noticed ads while engaged in an app and app usage is becoming more widespread, as the average consumer actively uses 6.5 apps over a month.

"With consumers now being increasingly receptive to mobile advertising and in-app ads," said Naveen Tewari, CEO and co-founder at InMobi, "there has never been a better time for brands to embrace the use of mobile technologies."

Indeed, InMobi reports that 59% of mobile users are now as "comfortable" with mobile advertising as they are with TV or online equivalents.

Overall, mobile advertising is proving effective across the entire purchase funnel.  75% of survey respondents said they had been introduced to something new via their mobile device and 67% felt it had provided them with better options.

Almost half (45%) stated that mobile advertising had influenced in-store buying, while 46% had actually made purchases using their mobile device.

Tewari also noted how mobile users are always-on and surfing the mobile web in all sorts of locations, from commuting, cited by 60%, to social events, mentioned by 45%.

"This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV," she said.

Data sourced from InMobi; additional content by Warc staff