Mobile connected devices such as smartphones and tablets are increasingly influencing consumer purchase decisions. A study found that tablet users spend the most daily time accessing media on their devices and use tablets most in the evening at home. Smartphones are used for product research and engagement with brands while tablets and laptops are preferred for making purchases. Marketers can optimize campaigns by choosing channels aligned with their goals, such as smartphones for research and tablets for shared household decisions.

1. CONSUMER ADOPTION
OF CONNECTED DEVICES AND IMPACT
ON MEDIA PLANNING
HOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?

2. THE PROLIFERATION OF
MOBILE CONNECTED
DEVICES IS CHANGING
THE WAY CONSUMERS
ACCESS MEDIA, SEARCH
FOR INFORMATION
AND SHOP.
Understanding how these devices are being used, how they complement each other
and how they fit into the decision-making process can help marketers connect with
their audiences at the right time and place.
In the UK, smartphone penetration was 53% in supplementing or even replacing time spent with
January 2012, among the highest in the world. Tablet traditional forms of media with these new devices.
penetration was 10% 1
and is increasing steadily. InMobi and MobExt conducted a research study with
Consumers are spending increasing amounts of the goal of uncovering the different use cases across
time on these mobile connected devices, and this is these devices and understanding how marketers and
changing their behaviour throughout the shopping media planners can leverage this knowledge to better
and purchase process as they continuously find reach audiences and gain insight into the role these
new ways to interact with brands and shop on their different devices play in the consumer path
different devices. Most of these consumers are to purchase.

3. CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNING
HOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?
video across mobile, online, and TV has grown consistently
INTRODUCTION: over the past 3 years. However, while the number of mobile
MOBEXT AND INMOBI STUDY video users increased by over a third, broadcast viewing
increased less significantly, and wired cable viewing actually
In early 2012 InMobi, the largest independent mobile ad decreased. 2
Understanding these shifts is vital to reach
network, partnered with Mobext, the mobile marketing audiences at the right time and in the right place.
network of Havas Digital, to conduct a study to better
understand how consumers are using mobile connected During this study we discovered that tablet and smartphone
devices and how they fit into the decision-making process. users access media content on any device most frequently.
This time is split into several sessions throughout the day;
The study examines the use cases for 3 different devices: these are “snack” sessions rather than large blocks of time.
tablets, smartphones, and personal computers, to gain insight
on how they complement each other and when, where, and Tablet User Profile
why they are each used. Tablet users are always connected and consume media
throughout the day on different devices. They spend the most
The survey was conducted on-device and includes over 9,400 time on digital devices each day: a fifth of them spend 1-2
respondents in 7 markets, recruited through InMobi’s global hours each day just accessing media content on their device.
mobile ad network and including a full range of smartphones
and tablets across all major mobile OS platforms. In the Access Media Content on Device Several Times a Day
UK there was a sample of 664 respondents, including over 58% TABLET USERS
230 tablet users, over 300 smartphone users, and over 120
personal computer users. 56% SMARTPHONE USERS
LAPTOP/
41%
DESKTOP USERS
DEVICE USAGE Source: InMobi/Mobext, n=664 (UK)
Examining usage patterns of mobile connected devices and
Tablet users agree that their devices are the easiest way to
their impact on the overall device landscape can uncover
access media content and fill dead time. They also use their
changes in the way consumers access media and the
tablets while consuming other media content; over 7 in 10
implications for marketers.
regularly use their tablets while watching TV.
With constant access to always-on mobile devices, consumers
Tablets are used most often in the home. Usage peaks
are accessing media content now more than ever. The ways
between 6p.m. and midnight, while its much more varied
they access and use different devices, however, can vary
for other devices. Tablet owners tend to be uncomfortable
significantly. The number of users and time spent viewing
2

4. CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNING
HOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?
During a Typical Day, LAPTOP/DESKTOP SMARTPHONE TABLET
at What Times Do You Usually Use Your Device?
70%
60%
50%
40%
30%
20%
10%
0%
6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM 12AM–2:59AM 3AM–5:59AM
Source: InMobi/Mobext, n=664 (UK)
with showing off their devices in public, with less than 10% leveraged for planning purchases. Most purchasing, however,
claiming they like to be seen in public with their tablet. happens in the home, and tablets and laptops are preferred
for conducting the actual transaction; almost 3 quarters
of tablet users make a purchase on their device in the
DECISION MAKING PROCESS average month.
Beyond everyday mobile activities such as communication
Purchase Location, Tablet Users
and entertainment, larger screen sizes on tablets allow for an
expanded range of activities. Banking and shopping, which 63% AT HOME
tend to be more visual in nature and require a more involved
33% OUT OF HOME
thought process, are popular among tablet users.
29% WORK/COLLEGE
Preferred Device for Shopping, Tablet Users
Source: InMobi/Mobext, n=664 (UK) Source: InMobi/Mobext n=236 (UK tablet users)
Post-purchase, double the proportion of respondents share
opinions on a brand or product through smartphones (18%)
46% 41% 9%
PREFER TABLETS PREFER PREFER than through tablets. This is reflective of the truly instant
LAPTOP/DESKTOP SMARTPHONE
access smartphones provide, which allows users to share
brand experiences as they happen.
What roles do different devices play in the purchase process?
Smartphones make it easy for users to research purchases
on the go and engage with brands, and these devices are
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5. CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNING
HOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?
Planners should seek opportunities to measure the connected
IMPLICATIONS FOR device path to purchase and use this for device attribution
MEDIA PLANNERS weighting. These devices also provide the opportunity for
planners to use location data to develop contextually aware
Planners can optimize campaigns by strategically choosing the campaigns over time. And while tablets are mostly used at
channels that most align with their campaign goals, whether home, larger screen sizes, apps, and unique features such
this is building awareness, communicating more detailed as accelerometers provide far richer and more innovative
information, or delivering on performance goals. engagement experiences; be sure to exploit this.
Mobile connected devices must not be seen as providing just The larger size of tablets tends to encourage more sharing
another digital channel for consumers. Planners can take within the family, while small form devices such as
advantage of their unique roles in the consumer decision- smartphones lend themselves to more personal usage. This
making process to create a holistic advertising strategy with has implications for advertisers. Advertising big-ticket items
multiple integrated channels, each contributing specialized such as cars and holidays are usually joint decisions; tablets
capabilities and complementing other media to deliver can be a great way to reach multiple decision makers in
increased response and engagement levels. a household through ads and social media. Shared usage
behaviour may change as tablet prices fall, but for now tablets
deliver an avenue to the shared decision making process.
Awareness | reach consumers on smartphones and
tablets, as they browse throughout the day and find
Dual Screening
new products
Planners can amplify offline with tablets for dual screening,
or smartphones for print. According to Nielsen, dual screened
Research | smartphones are used for finding more
display really works to amplify brand awareness. They
information and engaging in dialogue with a brand.
mark tablets and TV in concert as 1.7 times more effective
Use this channel to provide more detailed product
information and communicate brand messaging at driving brand recall than TV advertising alone. Challenge
planning and buying communities to collaborate together
and sync their spot and content placements, including TV,
Shop | smartphones are used to consult with peers,
plan purchases, and make decisions; engage consumers digital, and mobile, to capitalize on the dual screen targeting
here to be part of the decision making process opportunity - and see campaign effectiveness metrics
dramatically improve.
Buy | tablets and personal computers are the preferred
devices for actually making purchases. Target tablet
users in the evening, when usage is highest and high
value lean-back browsing occurs
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6. CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNING
HOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?
CONCLUSION
We’ve approached the point where the new retail imperative
demands that brands have a mobile commerce feature
enabled for customers using connected devices. These
customers, we can demonstrate, are not simply on-the-go and
searching for their favourite brands on their devices. They are
also doing this at home. We know that people love to browse
and increasingly shop through their tablets. The tablet should
therefore be perceived as an extension of your high-street
and online shop windows, and be ready for trade. Mobile
display media, paid and organic mobile search, and of course
above the line TV prompts in the home will all bring expectant
customers to your shop door. Your client’s customers are
already searching for their favourite retail brands on
smartphones and tablets - just look into the available web
analytics - are your clients ready?
1 comScore Mobilens, January 2012
2 Nielsen Cross Platform Report Q3 2011
CONTACT US
Mobext
Kieran Bourke
Head of Mobile, Mobext UK
kieran.bourke@mobext.mobi
www.mobext.com
InMobi
John Stoneman
Sales Director, Europe
john.stoneman@inmobi.com
www.inmobi.com
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