Hong Kong Mobile Advertising Market Grows 656% in 2011 as Mobile Usage Surpasses TV for Local Mobile Web Users

Published on April 29, 2012

[Hong Kong, 30th April 2012]

InMobi, the world’s largest independent mobile advertising network with offices on five continents, today revealed the results of its network data and media consumption research for Hong Kong. The ad network served one billion ad impressions in Hong Kong in Q4 2011, eight times more than Q4 2010. The company also reported that for mobile web users in Hong Kong, mobile has surpassed TV and is approaching traditional online in terms of time spent.

Network Research Findings:

  • InMobi’s own network served one billion ad impressions in Hong Kong Q4 2011 alone with 80 percent of these impressions served on smartphones
    • Over the space of a year smartphone impressions increased by 878 percent
  • Comparing phone manufacturers, Samsung took first place, its share increasing from 9.7 percent to 36.1 percent of the market
    • Apple lost ground, from 39.1 percent to 23.1 percent, leaving it in second place
    • Nokia stayed in third place, even though its share dropped from 17.6 percent to 10.6 percent
  • Android’s market share grew from 20.2 percent to 57 percent leaving it ahead of iOS which only had 23.1 percent, a fall from the previous year’s 39.2 percent

Media Consumption Research Findings:

  • Mobile devices are the #2 channel for media
    • On average mobile web users in Hong Kong consume 6 hours of media daily - Mobile devices represent 28 percent of this time as opposed to 24 percent on TV and 29 percent on going online via desktops/laptops
    • One in three Hong Kong mobile web users say the mobile device is their preferred method of going online
  • Mobile device usage is throughout the day
    • 61 percent of mobile web users use their device while waiting for something – second only to Taiwan in Asia, and 48 percent use it while commuting, highest in the region
    • Other usage occasions include lying in bed (51 percent), while watching television (22 percent), at a social event (18 percent), while spending time with family (15 percent), in a meeting or the classroom (11 percent), shopping (10 percent), and in the bathroom (9 percent)
  • Convenience is the biggest driver of mobile services usage
    • 41 percent users use mobile services for their ready access, 41 percent for ease of use and 25 percent out of boredom
    • Other key enablers include privacy (13 percent) and cost effectiveness (13 percent)
  • Gaming and entertainment are the dominant activities on mobile
    • On an average, mobile web users spend 20 percent of their time on their mobile devices on gaming, 19 percent on music or videos,  18 percent on social media like Facebook and Twitter, 15 percent on search for general information (news, sports, finance, etc.), and 11 percent on email
  • Mobile impacts consumer behaviours throughout the purchase path
    • 39 percent have been introduced to something new via mobile advertising, 18 percent have gotten better options, 21 percent have found something relevant nearby while 13 percent reconsidered a product
    • 9 percent of users have been influenced by mobile advertising when making in-store purchases, and 8 percent have been influenced to buy via their mobiles

“We expect to see continued growth in mobile use in Hong Kong largely driven by social media and entertainment,” commented Phalgun Raju, Regional Director and General Manager for Southeast Asia, Hong Kong and Taiwan. “Our research shows that mobile plays a key role in the consumer purchase cycle and this role is expected to further increase with smarter devices, richer content and service innovations. As InMobi continues its rapid growth in this region, we look forward to substantially contributing to the growth of the Hong Kong mobile advertising ecosystem.” The Mobile Media Survey was conducted in partnership with market insights firm Decision Fuel, using their innovative mobile-focused research platform. The study covered 20 key markets across Asia, Africa, Europe, North and Latin America, surveying 20,000 consumers overall, including 1,121 mobile web users in Hong Kong. For more information on the study, please reach out through the contact details below.

About InMobi

InMobi is the 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 578 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands. 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/.

FOR MORE INFORMATION:

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

Press Contact

For any media queries, please contact pr@inmobi.com.