Mobile overtakes TV as media consumption device globally: InMobi

Singapore, February 29, 2012: InMobi, the largest independent mobile ad network, has announced the results of its comprehensive global Mobile Media Consumption Q4 2011 Survey. Unveiled at the Mobile World Congress in Barcelona, the survey finds that mobile web users across the globe now spend more time on their mobile devices than on television and recognizes the increasing impact of mobile advertising on consumer purchase behaviour.

Presenting the survey findings at the World Mobile Congress, Naveen Tewari, CEO, InMobi said, “Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer.”

Some of the most notable global findings from the InMobi Mobile Media Consumption Survey are:

Media Trends
 Mobile has surpassed TV in terms of time spent
- On any given day, mobile web users spend 27% of their media time on mobile, compared to 22% on TV.
 Availability, ease of use, and privacy are the top three driving factors to be on mobile
 Social media, entertainment, and search are the top three mobile media activities among mobile web users. This popularity will continue to grow in the next 12 months

Mobile Advertising and Commerce Trends
 66% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising
 Over half (53%) of mobile users having conducted mCommerce activities (e.g. purchased via their mobile) on their devices
- Three quarters (76%) are planning to conduct mCommerce activities within the next year
 Advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with
- 42% of respondents indicating that mobile ads have introduced them to something new
- 23% of respondents indicating that mobile ads saves time and money
- 14% of respondents indicating that mobile ads have influenced them to buy via mobile

InMobi recruited respondents via its global mobile ad network between September and November, 2011, and used Decision Fuel’s and On Device Research’s mobile web platforms to collect a representative sample, including a full range of smartphone & feature phone users. The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents.