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InMobi released the findings of its Mobile Media Consumption Report, revealing that mobile is not just a fundamental part of consumers’ communication needs, but increasingly the core platform through which they access the Internet and engage with brands online. Conducted over 15,000 mobile users in 14 markets across all continents, the study shows that 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
Mobile devices are steadily becoming a shopping tool, and are now used throughout the research and decision-making process of a purchase. In fact, 75% of respondents admitted they’d been introduced to something new via their mobile device, 67% feel that it had provided them with better options, 46% said they had made purchases using their mobile device, and 45% said it has influenced their in-store purchases.
This leads to conclusion that brands have remarkable opportunities to engage with consumers on a more personal level using mobile apps. The findings suggest that the average consumer actively uses 6.5 apps throughout a 30 day period.
Some other findings from the report include:
- 54% of respondents reported that they had noticed ads while engaged in an app.
- 80% were influenced by a mobile ad to download an app and 67% went on to visit a brand’s website immediately afterwards.
- 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising.
- 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.
- 66% have spent money on an activity via a mobile device, and 80% of consumers plan to conduct mobile commerce in the next 12 months, a 21% increase from where we are today.
And you can get the full report from InMobi’s website.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
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