According to the Mobile Media Consumption Report by mobile advertising network InMobi, mobile media is turning into the a core platform through which consumers’ access the Internet and engage with brands online. The findings are based on a study of over 15,000 mobile users in 14 markets across all continents through InMobi’s global mobile ad network, and research partners Decision Fuel and OnDevice Research.
Commenting on the insights, Naveen Tewari , CEO and co-founder at InMobi, said,”Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48%), at a social event (45%), commuting (60%) and shopping (43%). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”
So how’s mobile advertising influencing consumers’ purchase decisions? According to the report, 75% of the respondents admitted they’d been introduced to something new via their mobile device. While 46% of respondents agreed to making purchases using their mobile device, 45% said it has influenced their in-store purchases.
The report revealed that mobile apps can offer brands remarkable opportunities to engage with consumers on a more personal level all across the globe. The findings reveal the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 apps throughout a 30-day period.
Around 54% of the respondents reported that they had noticed ads while engaged in an app. About 80% of respondents were influenced by a mobile ad to download an app and 67% went on to visit a brand’s website immediately afterwards. Mobile advertising is not only helping to drive app downloads but also increase website traffic.
The InMobi research also found that 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising. Consumers prefer to buy & sell classifieds online and on mobile too. Whilst mobile ads in apps are the most noticed among mobile users, the study highlighted that different formats of mobile ads appeal to different segments of consumers. Globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website.
According to the report, m-commerce continues to evolve and consumer adoption is high with 66% of consumers surveyed having spent money on an activity via a mobile device. This is expected to increase significantly as 80% of consumers plan to conduct mobile commerce in the next 12 months.