Nearly 40% Use Mobile In Response to Game Time TV Ads
SAN MATEO, California, February 5, 2012 -- Today, InMobi, the largest independent mobile ad network, released its Super Bowl XLVI Mobile Consumption Survey, revealing consumer interaction with mobile during today's game. Nearly 40% of respondents used mobile devices in response to TV ads and 45% estimated that they would spend 30 minutes or more on their mobile devices during the game. The survey confirms that consumers significantly utilized their mobile devices during the biggest advertising event of the year, with more almost twice as many respondents using their mobile devices during the first half of the game compared to the second half - a powerful take-away for advertisers and media planners. Anne Frisbie, Vice President and Managing Director, North America, InMobi, comments: "Mobile is an amazing channel for reaching consumers when they are in a lean-back entertainment-oriented mindset. Savvy advertisers will allocate more dollars to mobile advertising, either in conjunction with TV ads or through mobile-only advertising campaigns during similar sporting events and key holiday weekends throughout the year." Highlights from InMobi's Super Bowl XLVI Mobile Consumption Survey respondents:
- 45% estimated they would spend 30 minutes or more on their mobile phone during the game.
- 39% used their mobile device in response to a TV commercial during the game by doing one or more of the following: discussing commercials, getting more information about an advertised product, or watching TV ads again.
- 30% reported using their mobile devices most during commercials.
- 27% downloaded a Super Bowl app.
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About the study
InMobi conducted the on-device survey among 1,101 US mobile users. The survey was distributed on InMobi's mobile advertising network over the course of the Super Bowl. The data is representative of all major platforms in the US market, including Android and iOS.
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 485 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/.
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