inMobi Global Mobile Media Consumption Findings
Feb 2013 survey of 15,000 respondents
Mobile devices rule media consumption: Globally mobile ranks first in media consumption, comprising 1.8 hours of the 7 hours spent consuming media – this is more than a quarter of time spent with media, outpacing TV (1.5 hours), PCs (1.6 hours) and any other channel.
Globally consumers are increasingly connected and our survey shows they are increasingly multitasking when it comes to multimedia.
62% of mobile web users engage in mobile media activities while watching TV.
Across emerging and developed markets, mobile web is no longer just about early adopters and its moving into the mainstream.
27% of respondents stated they have actively used 6-10 apps in the last 30 days.
Growth in mobile use in the coming year will be primarily driven by social media, app download and search activities.
59% of mobile users globally are as comfortable with mobile advertising as they are with TV or online advertising.
Sources where users discover mobile ads: 54% via apps, 40% on a search engine, 27% on a retailer website, 23% on a video website and 17% others.
Only 15% of mobile web users frequently click on mobile ads unintentionally.
Mobile ads are almost on par with TV and online in terms of impact on purchase decisions globally.
80% of consumers plan to conduct mobile commerce in the next 12 months.