Mobile Devices Now More Popular Than TVGlobally. How About Your Country?Posted by Goutama Bachtiar on March 5, 2012 in FeaturesAccording to a recent survey released by InMobi, half of Singaporeans rely heavily onmobile devices to access the Internet, with 29% finding relevant products and servicesnearby, and 47% using their handsets as primary medium influencing their purchasingdecisions. This is good news for mobile advertising networks, with 71% of surveyed userssay they are comfortable with mobile ads. Visitors walk by a billboard of Samsung Electronics Galaxy Note at the firms headquarters in Seoul, South Korea, in this file photo. Mobile devices like smartphones and tablets have surpassed TV as the primary means of accessing content in Asia and around the world. (AP Photo/Lee Jin-man)Ease of use (50%), availability (38%) and privacy (31%) are key drivers behind the increaseof mobile web usage, which is driven by social media, entertainment and email. InMobi’snetwork data report reveals that Singapore mobile ad market grew by 30% to over 469million ad impressions in Q3 2011.According to the report from the same source, Apple is definitely a favorite in Singapore,with six devices, including the iPad and iPod, on the top 20 list of mobile devices. Eventhough iOS continues to lose share to Android, Apple’s platform still dominates the marketby 44%, followed by Android with 31% and RIM with 9% share.
In Indonesia, a study involving 1,077 respondents shows around 82% using their mobile asthe exclusive means of accessing the web. 24% of their time was spent for social mediaactivities, and another 20% for entertainment such as music and videos.This market consumes media is 36% of the time using their mobile device, while they onlywatch TV 27% of the time. In Malaysia, the figure is lower. From 1,091 mobile users polled,27% spend their time on mobile, slightly higher than 26% on TV. For this market 57% saymobile devices are their primary means to access the net.A similar trend is prevalent in India. 72% of internet users in the nation use their mobile astheir primary means of accessing the web. India has outscored others in the Asia-Pacificregion, such as South Korea, Singapore and Australia, in terms of mobile centricity, ameasure of relative importance of the mobile phone compared to other media.Here, mobile internet users spend 33% of their media time on mobile devices — higherthan any other media, including TV which received 27% of users’ attention. The survey wasconducted in 18 markets across the country involving 2,200 respondents that spent anaverage of 94 minutes per day on their mobile phone for content consumption, excludingtime spent for SMS, voice and video calls.In A Global View of Mobile Advertising, an earlier report published by the world’s largestindependent mobile advertising network partnered with ComScore, 69% of Asians werecomfortable with receiving mobile ads while over 54% were ready forcustomized/personalized advertising.It highlighted changing consumer attitudes towards advertising and made some keyrevelations about the smart phone market in Asia. This certainly is good news for mobile
app developers, who look to monetize their apps through ads. And it represents thechanging notion among consumers — ads are no longer seen as intrusive and not helpful.How does it look globally? InMobi unveiled its comprehensive global Mobile MediaConsumption Q4 2011 Survey at the Mobile World Congress in Barcelona last week.Mobile devices have surpassed TV in terms of time spent with 27% compared to 22%. Theother notable point is that social networking (they did it again!), entertainment, and searchare the top three mobile media activities among mobile web users. 66% are comfortablewith mobile ads.On the findings, InMobi CEO and Founder Naveen Tewari highlighted how mobile devicesare redefining how users consume media[W]e will continue to see these trends rapidly accelerate as consumers rely ever moreheavily on their mobile device. While the opportunities to exploit mobile media remainstrong, the stakeholders across the industry will be confronted with ongoing questions andchallenges which need to be addressed in order to meet the growing expectations of thecustomer.Increased mobile usage and time spent on mobile devices is brought about by the need tostay online, connected and informed while on-the-go. It opens an opportunity for advertisersto significantly increase the impact of their existing advertising efforts and gain access to abigger audience.As published in http://www.techwireasia.com/2197/mobile-devices-now-more-popular-than-television-globally-how-about-your-country/