Mobile devices changing consumer media habits in Germany

Published on September 12, 2012

InMobi study reveals Germans consume an average 2 hours and 5 minutes of media a day on mobile devices, surpassing TV viewing

COLOGNE, GERMANY – 12th September, 2012:

   InMobi, the largest independent mobile advertising network, released its German Mobile Media Consumption Report for Q2 2012 developed with independent research agency, Decision Fuel, revealing that mobile is thoroughly adopted across the German consumer market. The average mobile web user in Germany consumers 6.5 hours of media per day, with 2 hours and 5 minutes are spent on mobile devices versus only 1hour and 25 minutes spent watching TV.

Connected consumers on-the-go

  Mobile has surpassed TV and other traditional media in terms of time spent consuming media. More than half of mobile web users (64%) use their mobile device while watching TV, driving the multi-screening trend. With almost half (42%) of respondents stating mobile as either their primary or exclusive means of going online; the opportunity for advertisers to deliver relevant messaging to targeted audiences is vast. Mobile data users are using their free or spare time on their mobile devices. Surprisingly, the research also uncovered 76% of females use their mobile device while in bed versus 65% of men. Mobile web users typically use their mobile device in casual settings, through out the day, this includes:

  • 38% use their mobile device in the bathroom
  • 87% while waiting for something
  • 40% while shopping

  Jens Oberbeck, Head of Sales, D-A-CH at InMobi comments: “Our research gives us a closer look at how mobile devices are changing the way media is consumed in Germany. We live in a world where many people are going to bed with having the mobile next to them. As we continue to become reliant on our mobile device to access information on the go, brands and marketers have a far more intimate Media Mix channel to reach consumers then we already thought, and track the engagement levels, making it a very exciting time for the industry. ”

Mobile advertising driving mobile commerce

   Over half of respondents (57%) find that mobile advertising has introduced them to something new, with 87% noticing mobile ads through various channels. Mobile ads are now beginning to influence in-store purchases, according to 23% of respondents. In-app ads are the most popular location where consumers identify mobile ads (64%), second to search engine ads (41%). Jens Oberbeck concludes: “Consumers are now transacting on their mobile, commerce behaviour is extending past digital goods, and now includes physical goods, services, and mobile payments. However, what we are seeing today is merely scratching the surface of m-commerce. The opportunity marketers have to fully leverage the impact mobile is having on purchase behaviour is vast. Marketers can now optimise their mobile strategies through understanding the new wave of mobile consumer behaviour. With comfort levels already high with mobile as an advertising platform, engaging consumers in a far deeper way is now a reality. Consumers are now almost always connected on-the-go, it won’t be long until mobile devices replace the bed time read.”

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 587 Million consumers, in over 165 countries, through several billion daily mobile ad impressions. 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, London, New York, San Francisco, Melbourne, Singapore, Tokyo, Bangkok, Nairobi, Johannesburg, Paris, Madrid, Hamburg, Munich, Dubai, Seoul and Moscow. To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

About the Research

   This German research was conducted as part of a global study to understand mobile media consumption and how it is changing. InMobi recruited respondents via its global mobile ad network, and used Decision Fuel’s mobile platform to collect a representative sample. The research was focused on those who use mobile media including native apps and mobile websites, and surveyed 411 consumers in Germany.

Media Contact:

Mital Goel PR Manager, EMEA at InMobi T: +44 (0) 207 492 7000 E: emea-media@inmobi.com

Press Contact

For any media queries, please contact Sharon Menezes at sharon.menezes@inmobi.com, or call on (+91) 9632664401