A survey conducted by Adobe has found that 75% of Indian mobile users want customised online adverts. This figure was as high as 80% amongst millennial respondents. 32% of those questioned also said that current adverts online would be much improved if they were personalised, making it the most popular change ahead of 27% of people wanting ads to speak more to their values. This made the desire for personalised adverts stronger than in South Korea and Australia, where 29% and 15% of respondents wanted more personalisation, respectively. Digital ad spending is forecast to increase by 30% this year in India, to reach a value of 1.2 billion US dollars.