Two Out of Three Users Have Already Purchased Something via Mobile
(Singapore, February 19, 2014) – InMobi, the world’s largest independent mobile advertising company, today announced the results of its 2014 Mobile Media Consumption Report, which provides insights into changing trends in mobile media consumption habits. The 2014 report findings reiterate that mobile devices have become integral to everyday life, but moreover, that trust and reliance on mobile devices has increased and are expected to have a significant impact on mobile commerce in 2014.
InMobi's 2014 Mobile Media Consumption Report finds mobile commerce is on the rise. Specifically, the report predicts a 15% increase in mobile commerce in 2014, with 83% of respondents planning to conduct mobile commerce in the next 12 months. Mobile has become a key factor affecting purchasing decisions, with 48% of respondents worldwide listing mobile as a key media which impacts purchasing decisions, and reliance on mobile is even higher in important consumer markets, like India, at 60%.
“In last year’s report we found that mobile had touched most aspects of modern life. But this year, we find that mobile has really become an essential part of daily life, even a daily workhorse, that has replaced the desktop and TV for everything from gathering key information, media consumption and accomplishing daily tasks, like shopping and paying bills,” said Naveen Tewari, CEO, InMobi. “Furthermore, with mobile content gaining similar prominence as TV, mobile advertising is now impacting consumer behavior across the entire purchasing lifecycle from small day-to-day purchases, to bigger purchases, like cars.”
While mobile already overtook TV last year in overall media consumption, this year more users are going mobile-only for their online access, shunning desktops, and engaging in multi-screening behavior if they do watch TV.
Key 2014 mobile media consumption statistics:
Mobile has clearly emerged as an influential channel that influences consumer’s purchasing decision process from beginning to end. Of those polled, 87% of mobile users have noticed mobile advertising, and 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, which is impacting purchasing behavior.
In response to mobile advertising:
With smartphone penetration on the rise, more consumers than ever before are using their mobile devices to research product information and pick a retailer that best meets their needs during the buying process.
Mobile commerce insights include:
Implications for businesses and brands:
The report shows that the mobile platform can have a real and measurable impact on businesses: The use of location tools, targeted mobile advertising, and responsive websites can drive consumer traffic and dramatically increase sales.
The 2014 Mobile Media Consumption report is published in conjunction with research partners Decision Fuel and OnDevice Research, and includes data from 14,000 users across 14 countries.
The full report is available for download on the InMobi Insights website at http://www.inmobi.com/insights/download/whitepapers/global-mobile-media-consumption-wave-3-report/.
InMobi enables the world’s leading brands, developers, and publishers to engage global consumers through mobile advertising. InMobi platforms leverage advances in big data, user behavior, and cloud-based architectures to simplify mobile advertising for its customers. Recognized by MIT Technology Review as one of the 50 Disruptive Companies of 2013, InMobi is the world's largest independent mobile ad network, engaging 759 million consumers across 165 countries.
Julia Giona, InMobi
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