How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.

1. China.
Media Consumption
AN INMOBI
INSIGHTS »
5 ways mobile devices have changed
STUDY
the way people consume media
1. Media Consumption Habits.
Online
The average mobile web user in China 140 min
consumes 6.9 hours of media daily.
Mobile devices represent 27% of this
time.
Mobile
111 min
HOURS
OF MEDIA PER
6.1 Apps Actively used
in last 30 days.
DAY
Television
60 min
Radio Tablet
20 min 52 min
Magazines
30 min
2. Mobile Media Activities.
23% 20% 16% 15% 11% 9% 7%
Entertainment Games Social Media General Info Shopping Local Search E-Mail
& Search
GROWTH
Growth in mobile usage in the next year is likely to come from entertainment, followed by
games and search
3. Receptive and Responsive Towards Mobile Ads.
81% noticed mobile ads on their
smartphones.
Mobile Ads noticed via following channels
49% 40% In an app
34% On a search engine
of mobile users
are as comfortable
22% On a video website
with mobile
advertising as they Only 11% of mobile web users
19% On a retailer website
are with TV or frequently click on mobile
online advertising. 11% Others ads unintentionally
4. Mobile Media Ads & its Impact Throughout the Purchase Funnel.
Which forms of media most impact your Has mobile advertising ever:
purchasing decisions?
Awareness 78% Introduced you to something new.
Mobile
31%
Television Favorable opinion 63% Provided you with better options.
Helped you find something nearby.
Consideration 66% / 54%
33%
Caused you to reconsider a product.
Online Shopping 46% Influenced your in-store purchase.
Sale 48% Influenced you to buy via your mobile.
67%
Has mobile ads ever influenced you to:
Download an application. Visit the website of an advertiser. Visit advertiser site to get additional info.
76% 75% 58%
Locate the advertiser on a map. Buy something via mobile. Call the advertiser.
53% 47% 40%
5. M-Commerce & Shopping.
64% 81%
are expected to spend money
have spent money on an GROWTH
on an activity via mobile in the
activity via mobile.
next 12 months.
Digital goods (e.g. apps, games, e-books, music, videos, ringtones) 35%
Physical goods (e.g. electronics, clothes) 34%
Financial (e.g. bill payments, peer-to-peer payments) 21%
Entertainment (e.g. movie tickets) 20%
Travel (e.g. train tickets) 17%
TM InMobi & Decision Fuel, Mobile Media
Research Partner: Source: Consumption Research, Wave 2:
www.inmobi.com / insights@inmobi.com / @InMobi Aug - Nov 2012. N= 2,001.