• Research
  • Advertising

Four out of five Indonesian mobile web users say the mobile device is their preferred method of going online: InMobi

Published on December 20, 2011
Four out of five Indonesian mobile web users say the mobile device is their preferred method of going online: InMobi
  • For mobile web consumers, mobile already surpasses television and other traditional media in terms of time spent and influence
  • Ease of use and privacy are key drivers for Indonesia’s new mobile web consumers
  • Indonesians use mobile web primarily for social media, entertainment and search

Jakarta, December 20, 2011 – InMobi, the world's largest independent mobile ad network, today revealed that 82 percent of mobile web users in Indonesia are primarily or exclusively accessing the web via their mobile devices. The research was conducted in partnership with market insights firm Decision Fuel, using their innovative mobile-focused research platform. The study covered 14 key markets across Asia, Africa, Europe, North and Latin America, surveying 16,000 consumers overall, including 1,077 mobile web users in Indonesia.

The InMobi "Mobile Impact on Media Consumption in Indonesia" report also revealed that mobile is the top media choice for Indonesians using mobile web. Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi said, "Indonesia scored higher than other countries surveyed for mobile centricity, reflecting the tendency in developing markets where mobile devices represent the primary channel to access the web. Given costs of PCs, mobile devices have lowered the barriers to entry for Indonesians to access digital media. Mobile is enabling a new wave of Indonesian consumers, who are better informed, better connected, and savvier, as a result of having internet access. Furthermore, the mobile device has now become the first screen for most mobile web users and across a variety of demographics surpassed traditional media as their key influencer on purchase decisions, opening up huge opportunities for brands." The survey revealed that in Indonesia, mobile web use has become a mass market phenomenon: over half of the mobile web users (58 percent) do not identify themselves as early adopters. Among the reasons for mobile access, ease of use (52 percent) topped the list. Other motivations include privacy (43 percent), ready access (26 percent), cost effectiveness (25 percent), and boredom (9 percent). Co-founder of Decision Fuel, Colin Marson, said, "Mobile is becoming a core part of Indonesians’ lives – not only for basic communication but also for social networking and entertainment. It is particularly empowering for those who are outside of Jakarta and other major cities, where we are seeing higher intensity of mobile web use versus their urban counterparts. For example, young small town mobile web users spend approximately 20 minutes per day more on their mobiles than urban youth." For users of mobile web, overall media consumption habits are dominated by their mobile devices.

On average, they consume five hours of media daily. This includes time spent on mobile devices for activities other than calls or SMS including playing games or surfing the net (36 percent/106 minutes), watching television (27 percent/80 minutes) and going online via desktop or laptops (20 percent/59 minutes). This time spent is not always exclusive time, as 29 percent reported watching television and using their mobiles at the same time. An astounding 82 percent reported accessing the Internet primarily using their mobile devices, of which 47 percent said they went online "via mobile only" and 34 percent said they went online "mostly via mobile." With four out of five Indonesians going online via mobile first, Indonesia topped the list of countries surveyed beating out other Asia-Pacific markets such as India (72 percent), Malaysia (57 percent), Singapore (50 percent) and Australia (38 percent). Mobile web usage is being driven by social media, entertainment and information-seeking with 24 percent of mobile web time spent on social media like Facebook, 20 percent on entertainment content such as music or videos, 12 percent on gaming, and 16 percent on general information including search, sports, news etc. Only 8 percent of total mobile web time was spent on shopping and 6 percent on local search. Indonesian mobile consumers already recognize mobile as a highly influential advertising medium. 55 percent of mobile consumers cite mobile as the primary media impacting their purchasing decisions as opposed to TV (49 percent), online (39 percent), magazines or newspapers (33 percent), in-store advertisements (11 percent), billboards (6 percent) and radio (5 percent). More than half (61 percent) of mobile users are as comfortable with mobile advertising as they are with TV or online advertising. Over two-thirds of respondents have had their purchasing behaviour influenced by mobile advertising. 46 percent of users have been introduced to something new via mobile advertising, 23 percent have been provided with better options, 17 percent found something relevant nearby while 15 percent reconsidered a product. 6 percent of users have been influenced by mobile advertising when making in-store purchases, and 10 percent have been influenced to buy via their mobiles. Comments Atul Satija, VP & Managing Director – Asia Pacific at InMobi: "With 61 percent of Indonesian mobile web users responding that they are comfortable with receiving mobile advertising and 51 percent currently purchasing via their mobile devices, it’s becoming increasingly important for businesses to recognise the channel’s potential to contribute to their bottom-lines. The increasing acceptance of mobile content and the rising comfort levels with mobile technology are a call to action for marketers to leverage the channel to connect with their audiences." For more information on the study, please reach out through the contact details below.

About InMobi

InMobi is the world's largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 485 Million consumers, in over 165 countries, through more than 60.2 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand InMobi's offering to creative agencies and brands. InMobi was recently named “The Best Mobile Ad Network” at the 2011 MOBI Awards and was selected as a 2011 AlwaysOn Top 100 Mobile Company in Silicon Valley. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield& Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

Media Contacts

Rice Communications for InMobi Tel: +65 6221 8047 Shruti Soni Email: shruti.soni@ricecomms.com