Encouragingly, 54% of respondents reported that they had noticed ads while engaged in an app. In fact, a considerable 80% of respondents were influenced by a mobile ad to download an app and 67% went on to visit a brand's website immediately afterwards. Mobile advertising is not only helping to drive app downloads but also increase website traffic.Ad format preferences are emerging for different user segments The research found that 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising. Whilst mobile ads in apps are the most noticed among mobile users, the study highlighted that different formats of mobile ads appeal to different segments of consumers. Globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. Mobile commerce surges m-commerce continues to evolve and consumer adoption is high with 66% of consumers surveyed having spent money on an activity via a mobile device. This will continue to increase significantly as 80% of consumers plan to conduct mobile commerce in the next 12 months, a 21% increase from where we are today. Naveen Tewari, CEO and co-founder at InMobi, concluded: "This study reiterates the industry stats on the mobile media consumption boom. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies. Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant, and timely content to the user." About InMobiInMobi is an innovative mobile technology company that enables the world's leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 578M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetise their mobile apps and their mobile websites across the globe. With offices in multiple continents, InMobi provides global reach with local service and support across the globe. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. To learn more, please visit www.inmobi.com, follow us on Twitter @InMobi, or discover the latest mobile insights at www.inmobi.com/insights/.