According to a report presented by inMobi and comScore, consumers are increasingly receptive to receiving mobile advertising. This data would coincide with the forecast of the companies that expect to spend 313 million dollars in mobile marketing this year, an amount that in the next five years will represent 1.2 billion dollars.

The Global Consumer View of mobile Advertising reveals that about a quarter of mobile phone users do not consider this type of advertising intrusive and that they feel comfortable when they receive it. And what is more interesting, a third of consumers, specifically 38%, consider that they are “useful” and that personalized messages offer some type of added value. Consumers are even willing to see the ads that reach their mobile phones if they achieve some type of compensation such as free content or discounts on their telephone bill.

According to Compete, an online consultancy, one in three Smartphone users have visited a local company or establishment that they had found through a local search application, so the tendency of marketing departments should go in that direction and create content personalized and local, based on the user’s geolocation and giving mobile ads added value.