Initial findings from the Mobile Media Consumption Q4 2011 survey conducted by independent mobile advertising network InMobi suggest that mobile has surpassed TV in terms of time spent,with mobile web users spending 27 per cent of their media time on mobile and spending 22 per cent of their media time on TV.
InMobi suggests that mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile, with: three quarters planning to conduct mCommerce activities within the next year (76 per cent) and 42 per cent claiming that mobile advertising has introduced them to something new.
Other trends emerging from the survey include:
InMobi also discovered that advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with:
According to Naveen Tewari, CEO, InMobi, mobile devices are redefining the media landscape across the world. “As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer,” he advised.