1. Online 140 mins
Mobile 111 mins
TV 60 mins
Tablet 52 mins
Newspapers 30 mins
Radio 20 mins
67%
ONLINE
33%
TV
31%
MOBILE
YES
76%
75%
58%
53%
47%
40%
Which forms of media most impact your purchasing decisions?
Have mobile ads ever influenced you to...
Has mobile advertising ever:
78%
63%
66%
54%
Time Spent Consuming Media by Channel
Mobile web users consume over 6.9 hours of media daily.
About InMobi's Mobile Media Consumption Study
A new wave of mobile consumer behavior is creating changes in the global mobile landscape.
Mobile is moving into the mainstream and catching up with traditional media as a key source of
media consumption. InMobi's Mobile Media Consumption research study, conducted by
Decision Fuel and On Device Research, provides a robust view on the changing media
consumption and usage behaviors of over 15,000 mobile Internet users in a representative set
of 14 markets. Topics covered include overall and mobile media consumption behaviors, the
influence of different media channels, mobile commerce, and the impact on advertising.
Impact of Mobile Ads throughout the Purchase Funnel
23%
Entertainment
20%
Play games
16%
Social media
15%
General Info & Search
11%
Shopping
9%
Local search
7%
E-mail
Mobile ads noticed via the following channels:
49% of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising
81% noticed mobile ads on their smartphones
11% of mobile web users frequently click on mobile ads
unintentionally
64% have spent money on an activity via mobile
81% are expected to spend money on an activity via mobile
in the next 12 months
35%
34%
Types of Goods Purchased on Mobile
apps, games, e-books, music, videos, ringtones, etc.
electronics, clothes, etc.
Mobile Media Activities - Share of Time Spent
Receptivity to Mobile Ads
M-Commerce and Shopping
CHINA
How Mobile Devices are Changing the Way Media is Consumed
40%
34%
22%
19%
11%
In an
app
Search
engine
Video
website
Retailer
website
Others
DOWNLOAD AN APPLICATION
VISIT THE WEBSITE OF AN ADVERTISER
VISIT THE ADVERTISER SITE TO GET ADDITIONAL INFO
LOCATE AN ADVERTISER ON A MAP
BUY SOMETHING VIA YOUR MOBILE
CALL THE ADVERTISER
DIGITAL GOODS
PHYSICAL GOODS
