Nearly 40 per cent of respondents used mobile devices in response to TV ads and 45 per cent estimated that they would spend 30 minutes or more on their mobile devices during the game. The survey confirms that consumers significantly utilised their mobile devices during the biggest advertising event of the year, with more almost twice as many respondents using their mobile devices during the first half of the game compared to the second half – a powerful take-away for advertisers and media planners.
Anne Frisbie, Vice President and Managing Director, North America, InMobi, comments: “Mobile is an amazing channel for reaching consumers when they are in a lean-back entertainment-oriented mindset. Savvy advertisers will allocate more dollars to mobile advertising, either in conjunction with TV ads or through mobile-only advertising campaigns during similar sporting events and key holiday weekends throughout the year.”
Highlights from InMobi’s Super Bowl XLVI Mobile Consumption Survey respondents:
– 45 per cent estimated they would spend 30 minutes or more on their mobile phone during the game.
– 39 per cent used their mobile device in response to a TV commercial during the game by doing one or more of the following: discussing commercials, getting more information about an advertised product, or watching TV ads again.
-30 per cent reported using their mobile devices most during commercials.
-27 per cent downloaded a Super Bowl app.