How have the habits of mobile data users changed since last year? InMobi media consumption research study examines the attitudes, habits, and behaviors of these users in around the world. The latest results for the US and the UK, released today, demonstrate how consumers are increasingly turning to mobile to meet their entertainment, search, and shopping needs; the majority now prefer to access media content on mobile. In the US the majority have now conducted mCommerce, while in the UK this percentage has increased from just over half of mobile data users in Q4 2011, to about two thirds in Q2 2012. These consumers are using their mobile devices more often, consistently throughout the day, and in more varied locations: 41% in the US accessed their device in the bathroom and for those interested, women are much more likely than men to do so. We are also seeing a much wider set of activities conducted on mobile devices by late technology adopters, further signifying that this mobile use really has become mainstream and providing more evidence that mobile is an important channel for reaching consumers. As mobile use increases among late technology adopters, creating easy and clear user experiences is more important than ever. Take a look at the media consumption infographics for the UK and the US. Stay tuned for findings from other markets!