INMOBI Mobile Media Consumption WAVE 2


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The latest (Wave 2) Mobile Media Consumption research from InMobi

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  • ObjectivesProvide a robust view on the changing media consumption and usage behaviors of mobile users in a representative set of high growth marketsSet the foundation for an ongoing longitudinal studyGeographic CoverageOver 22,000 respondents across 21 key markets in Asia, Africa, Europe, North and Latin America including China, India, Brazil and IndonesiaKey markets in Africa including Nigeria, Kenya and South Africa
  • India: No trend comparison is reported given the profile differences between Wave 1 and Wave 2
  • Question 6
  • Q1
  • Q12
  • Q7
  • Growth?
  • Q11
  • Q22
  • Q17
  • Q10
  • Q16
  • Q9
  • Question 6
  • INMOBI Mobile Media Consumption WAVE 2

    2. 2. OBJECTIVES Understand mobile media consumption and how 15,000 respondents it’s changing… 12 key markets globally 7 markets in Asia Wave 2 research*; 8,500+ respondents recruited via InMobi global China, India, Japan, Korea, mobile ad network, Singapore, Australia and conducted over Decision New Zealand Fuel mobile platform*Wave 1 research was conducted between Sep-Nov‟11; Wave 2 research was conducted in Sep-Oct‟12
    3. 3. Demographic Profile GENDER AGE 15-19 22% 48% FEMALE 52% MALE 20-24 35% MOBILE 25-34 29% SAVVY USERS 35-44 9% 5% 45+ CITY TIER Tier 1: Mumbai, Delhi, Kolkata, Bangalore, Chen nai, Hyderabad Tier 2: Ahmedabad, Pune, Surat, Kanpu, Tiruchi 44% 12% 26% 18% rapalli, Coimbatore, Lucknow, Nagpur, Ja ipur, Visakhapatnam, Vijayawada or Tier 1 Tier 2 Tier 3 Tier 4 Waranga Tier 3: Other city or large townSample size: n=2,004; Tier 4: Small town or villagegender weighted to underlying population – respondent split is 89% male 11% female / Sig HIGHER/ LOWER than Wave 1 at 95% C.l.
    6. 6. Listening to Radio Tablet devices 30 minutes 33 Using mobile 102 (ex SMS/calls) minutes minutes Reading Magazines 37 THE AVERAGE MOBILE WEB /Newspapers USER IN INDIA CONSUMES minutes 6.2 HOURS OF MEDIA PER DAY 79 86 minutes minutes Online via desktop/laptop Watching TVSample size: n=2,004
    7. 7. 63% of mobile web users engage in mobile activities while watching TV TV MobileSample size: n=2,004
    8. 8. Social networking is the main activity while watching TV, followed by text messaging H o w d o y o u t y p i c a l l y u s e y o u r m o b i l e w h i l e w a t c h i n g T V ? P l e a s e s e l e c t t o p 2 Social Networking (e.g. Facebook, Twitter, etc.) 57% Text messaging/ Instant messaging 49% Playing games or listening to music 26% Searching for information about products you see on TV 18% Searching for information about the show you are watching 11% Seaching for content not related to what you are watching 11% Shopping online 8% Other 11%Sample size: n=1,371
    9. 9. ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc. 51% 16% 23% 42% 17% 20% 68% 22% 20% 34% For mobile web users, mobile is the preferred device to be used for entertainment, entertainment and searchSample size: n=2,004
    10. 10. 7.1 apps ACTIVELY USED IN LAST 30 DAYS O f a l l t h e a p p s y o u c u r r e n t l y h a v e , h o w m a n y h a v e y o u a c t i v e l y u s e d i n t h e l a s t 3 0 d a y s ? 41% 24% 11% 12% 12% None 1-5 6 - 10 11 - 15 Over 15Sample size: n=1,535
    12. 12. 59% of mobile web users now use mobile as either their primary or exclusive means of going online „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ 12% 29% 31% 28% Mostly via Evenly split Mostly via Only via desktop between both mobile mobileSample size: n=2,004
    14. 14. WHO? India’s new wave of mobile users includes a proportion of ‘regular’ consumers (not only early adopters) Early Adopters Late Adopters H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t : “ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w t e c h n o l o g y ” ? 37% 30% 24% 5% 4% Completely agree Somewhat agree Neutral Somewhat disagree Completely disagreeSample size: n=1,912
    15. 15. WHY? 41% “It’s easy to use” 31% “It’s always there” 41% 31% 27% 21% 13% 10% Its easy to use always there use it privately Its I can Saves money Boredom I dont own a computerSample size: n =1,579
    16. 16. WHERE? 55% social event 61% Commuting 82% 51% Spending Lying in bed time with family 51% Shopping 31% in a meeting 81% 63% While or class 22% in the Waiting watching TV bathroom for something Mobile is becoming an important companion, particularly for the in between timesSample size: n=2,004
    17. 17. WHAT? SHARE OF MOBILE ACTIVITIESSample size: n=2.004
    18. 18. WHAT? Social Media 47% Seach/ download apps 35% Watching videos/ 25% listening to music Send and receive e- 20% mail Search for general 19% GROWTH information In India, growth in mobile Playing games 17% use in the next year is Mobile banking and bill likely to come from social payments 15% media, followed by apps. Shopping 13% Search for local 10% information and dealsSample size: n=2,004
    20. 20. C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ? More comfortable, I find them to be very useful 36% Equally comfortable, Im getting used to seeing them 29% Less comfortable, I find them intrusive 16% No opinion, I dont think much about ads on my phone 19% of mobile users are as comfortable with mobile 65% advertising as they are with TV or online advertisingSample size: n=1,930
    21. 21. 80% of mobile web users have noticed mobile advertising via the following channels… I h a v e n o t i c e d a d v e r t i s i n g o n m y m o b i l e d e v i c e b e f o r e … 48% 38% 24% 21% 20% In an app On a search engine On a video website On a retailer website OthersSample size: n=1,557
    22. 22. H o w o f t e n d o y o u u n i n t e n t i o n a l l y c l i c k o n a m o b i l e a d( i . e . a d s d i s p l a y e d o n m o b i l e p h o n e e . g . b a n n e r s , r i c h m e d i a a d s ) ? 7% Never 9% 23% Rarely (less than 5% of the time) Occasionally 16% OF MOBILE WEB USERS (5-10% of the time) FREQUENTLY Frequently 24% CLICK ON MOBILE ADS (10-25% of the time) UNINTENTIONALLY Very frequently (over 25% of the time) 37% Sample size: n=1,480
    23. 23. W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t y o u r p u r c h a s i n g d e c i s i o n s ? 0% 10% 20% 30% 40% 50% 60% 4% 34% 48% 11% 41% 17% 44% Mobile is on par with traditional online in impacting purchase decisionsSample size: n=1,668
    24. 24. Has mobile advertising ever: Awareness Introduced you to something new (76%) Favorable opinion Provided you with better options (74%) Consideration Helped you find something nearby (74%) Caused you to reconsider a product (52%) Shopping Influenced your in-store purchase (49%) Sale Influenced you to buy via your mobile (49%) Mobile could influence consumers’ purchasing behaviorSample size: n=2,004 even in this early stage of mobile evolution
    25. 25. Mobile advertising influence users in various ways… H a s m o b i l e a d v e r t i s i n g e v e r i n f l u e n c e d y o u t o : Download an application 85% Visit the website of an advertiser 65% Go to the store/retailer/business to get additional 56% information or purchase a product Locate an advertiser on a map 47% Buy something via your mobile 46% Call the advertiser by clicking on the phone 46% number on your phoneSample size: n=1,701
    27. 27. Digital goods (apps, games, e- 37% 61% have spent books, music, videos, ri… money on an activity Entertainment (e.g. movie tickets) 24% via mobile Physical goods 23% (electronics, clothes, etc.) Travel (e.g. train tickets) 22% Financial (bill payments, peer-to-peer 16% payments, etc.) Commerce behavior is extending past digital goods, and now includes entertainment, physical goods,Sample size: n=2,004 travel & finance products/services
    28. 28. 79% are expected to spend money on an activity via mobile in the next 12 months 79% of consumers plan to conduct mobile commerce in the next 12 months, a +18% increase from where we are today.Sample size: n=2.004
    30. 30. SEGMENTS DEFINED: MATURE MOBILE GEN M AFFLUENT MOTHER Over 35 with Female with Under 25 and high/middle children living at 1+ hour on their income group home mobile dailyMOBILE MOBILE EDUCATED URBAN URBAN YOUTHYOUTH ADULT TECHIE YOUTH Mobile Mobile Under 25 living Attended universityweb users web users in Tier 1 and & spend via mobileunder 25 over 25 Tier 2 cities
    31. 31. Mobile web focus is broad based, especially among Male and Mobile Youth „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ Mostly via a desktop/ laptop Evenly split between mobile and desktop/ laptop Mostly via mobile phone Only via mobile phone India 12% 29% 31% 28% Male 9% 27% 34% 30% Female 16% 30% 29% 25% Mature Affluent 23% 37% 17% 22% Mobile Youth 11% 23% 36% 31%Sample size: India n=2,004; Male n=1,028; Female n=951; Mature Affluent n=183; Mobile Youth n=1,127
    32. 32. Mobile Adults are more likely to purchase travel & financial products/services via mobile W h i c h , i f a n y , o f t h e f o l l o w i n g g o o d s h a v e y o u e v e r p u r c h a s e d v i a y o u r m o b i l e ? 37% Digital goods 33% 43% 79% Have ever Entertainment 24% 23% 27% purchased via India 23% your mobile / Physical goods 23% Mobile Adult expect to in the 24% Gen M next 12 months 22% Travel 27% 19% 16% Financial 20% 15%Sample size: India n=2,004; Mobile Adult n=819; Gen M n=144
    33. 33. Educated Techies are more likely to be influenced during considering and purchase stages H a s m o b i l e a d v e r t i s i n g e v e r : India Educated Techie Urban Youth 81% 80% 77% 80% 76% 77% 74% 74% 74% 61% 61% 52% 54% 55% 51% 49% 51% 49%roduced you to something new with better options find something nearby reconsider a product in-store purchase to buy via your mo Provided you Helped you Caused you to Influenced your Influenced you Sample size: India n=2,004; Educated Techie n=528; Urban Youth n=594
    34. 34. Ease of use and high accessibility are reasons for Mobile Mother to use their mobile device W h i c h o f t h e f o l l o w i n g b e s t d e s c r i b e s w h y y o u u s e y o u r m o b i l e d e v i c e t o a c c e s s c o n t e n t o r u s e a p p l i c a t i o n s ? India Mobile Mother Gen M 48% 44% 41% 35% 31% 31% 30% 27%28% 21% 20% 17% 15% 13% 11% Its easy to use Its always there I can use it privately Saves money BoredomSample size: India n=1,579; Mobile Mother n=195; Gen M n=482
    35. 35. Exposure to mobile ads in different formats differ by segments I h a v e n o t i c e d a d v e r t i s i n g o n m y m o b i l e d e v i c e b e f o r e … India Mobile Mother Gen M Mobile Adult 55% 48% 45% 40% 38% 40% 40% 37% 31% 24% 24% 22% 23% 20% 21% 16% In an app On a search engine On a video website On a retailer websiteSample size: India n=1,579; Mobile Mother n=190; Gen M n=480; Mobile Adult n=632
    36. 36. For further information or requests for detailed information on any of the countries surveyed or specific consumer segments, please contact: Phalgun Raju Colin Marson( (