Research
Advertising

One in Four Taiwanese Mobile Web Users Say the Mobile Device is their Preferred Method of Going Online: InMobi

Published on April 27, 2012

[Taipei, 27 April 2012]

InMobi, the world’s largest independent mobile advertising network with offices on five continents, today revealed the results of its media consumption research for Taiwan. The ad network reported that for mobile web users in Taiwan, mobile has surpassed TV and is approaching traditional online in terms of time spent.

Key Research Findings:

Mobile devices are the #2 channel for media
- On average mobile web users in Taiwan consume 6 hours of media daily of which 27 percent is spent on mobile devices
- This is more than the 24 percent time spent on watching television and catching up to the 33 percent time spent on going online via desktops or laptops
Mobile is becoming an important companion, particularly for the ‘in between’ times
- 76 percent of mobile web users use their device while waiting for something, 59 percent use it while lying in bed, and 40 percent while commuting
- Other usage occasions include while watching television (23 percent), at a social event (20 percent), in a meeting or classroom (17 percent), in the bathroom (12 percent), while spending time with family (11 percent) and shopping (11 percent)
The three big drivers of mobile services usage are ready access, ease of use, and boredom
- 66 percent users value the always-there availability of the device, while 36 percent appreciate the ease of use it offers
- Other key enablers include boredom (15 percent), privacy (12 percent) and cost effectiveness (5 percent)
Social media and entertainment are the dominant activities on mobile
- On average, mobile web users spend 21 percent of their time on their mobile devices on social media like Facebook or Twitter, 21 percent on music or videos, 18 percent on playing games, 12 percent on search for general information (news, sports, finance, etc.), and 11 percent on email
Mobile is on par with television and magazines/newspapers in terms of impact on purchase decisions
- Online takes the lead influencing the purchase decisions of 81 percent users, followed by television (38 percent), mobile (34 percent), and print (32 percent)
- 63 percent of mobile users are, however, as comfortable with mobile advertising as they are with TV or online advertising
Mobile impacts consumer behaviour throughout the purchase path
- 33 percent have been introduced to something new via mobile advertising, 22 percent have gotten better options, 24 percent have found something relevant nearby while 12 percent reconsidered a product
- 7 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.

“We see continued growth in mobile usage in Taiwan in the coming year, largely driven by social media and entertainment,” commented Phalgun Raju, Regional Director and General Manager for Southeast Asia, Hong Kong and Taiwan. “Our research also shows that 79 percent of mobile web users plan to conduct mobile commerce over the next 12 months, a 31 percent increase from where we are today. With its proven influence on the consumer purchase cycle, mobile is now a vital part of marketing strategies for leading brands in the country. Our recently established local team is geared to work with key industry influencers to bring cutting edge campaigns to this rapidly evolving market.” 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 942 mobile web users in Taiwan. 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/.