InMobi Releases Third Wave of Mobile Media Consumption Survey - Global Results

Posted on February 21, 2014
By Shamala DN

The research team at InMobi is excited to release our latest series of research reports dubbed the Mobile Media Consumption research. This report is the third in the series to cover 14 countries on an on-going basis to keep abreast of how mobile devices have changed the way we consume media. From our research results it clearly reinforces that the growth of the mobile media is immense throughout the globe and constantly reshaping how we interact in our everyday lives.

Here are a few interesting statistics from our third global release:

  • Mobile usage is at an all-time high: The shift to mobile is on. Mobile & tablet together is grabbing an ever-greater share of time with all media—potentially at the expense of faster online growth and TV. The average mobile web user globally consumes 6.0 hours of media per day .Globally consumers now spend an average of almost 2.2 hours per day with mobile (97 minutes) and tablet (37 minutes) together, which together account for 37% of media time, ahead of television (81 minutes), the desktop (70 minutes) , print (33 minutes) and radio (44 minutes).
  • The culture of multitasking is growing and placing more screens in front of consumers at all time. Our research shows that 61% of mobile web users engage in mobile activities while watching TV and this creates a new type of engagement for consumers.
  • Growth in mobile use in the coming year will be primarily driven by social media (41%), finding for general information (28%), search/download apps (25%), and watching videos / listening to music (24%) activities.
  • Mobile isn’t just for campaigns focused on awareness or driving downloads, if leveraged properly it’s a very effective medium, and it’s the only medium that consumers are consistently taking with them everywhere they go. 79% of them admitted they’d been introduced to something new via their device, 70% feel that it had provided them with better options, 71% feel that it had helped them to locate something nearby, while 51% said they had made purchases using their mobile device and 48% said it has influenced their in-store purchases. The findings make mobile as the most influential channel for purchasing, from beginning to end.
  • M-commerce continues to evolve and consumer adoption is high with 68% of consumers surveyed having spent money on an activity via a mobile device – 44% buying digital goods; 30% buying physical goods; 24% on finance, 21% on entertainment and 16% on travel. This trend will continue to increase significantly as 83% of consumers plan to conduct mobile commerce in the next 12 months, a +15% increase from where we are today, which shows that consumers are generally becoming more trusting of shopping on a smartphone.

To learn more about the above study across 14 countries, download the Global Mobile Media Consumption Wave 3 Report and Infographics of 14 key markets.

Interested in connecting with our team to hear more about the data and how it could impact your business? Please reach out to our marketing team at insights@inmobi.com



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