1) Mobile devices are the primary channel for media consumption in the United States, with users spending on average 9 hours per day on mobile media. Mobile accounts for 26% of total media time. 2) Mobile media usage occurs throughout the day, whether lying in bed, commuting, or spending time with family. The most common mobile media activities are general information/search, social media, games, and entertainment. 3) Mobile impacts consumer purchasing behaviors across the entire purchase process, from initial discovery to in-store decisions.

1. United States
5 ways mobile devices have
in
m
4
14
changed the way Americans
consume media
34 min
14
1 Mobile devices are the #1 channel for media in 1m
43m in
US mobile web users consume an average
in
m
96 min
of 9 hours of media daily. Mobile devices
90
represent 26% of this time.
2 Mobile device usage is throughout the day 3 Mobile media activities
77% 70% 65% 43% 84% 84% 83% 77%
lying in bed while watching TV waiting for spending time General Info Social Media Games Entertainment
something with family & Search
$
41% 36% 35% 34% 76% 69% 55% 37%
in the bathroom commuting at social gatherings while shopping E-Mail Local Search Shopping Bill Payment/
Mobile Banking
4 Comfort with mobile advertising is already greater than TV or online advertising and impacts purchase decisions
Which forms of media most impact your purchasing decisions?
66% are more or equally
comfortable with mobile
57% 34% advertising vs. TV or online ads
59%
5 Mobile impacts consumer behaviors throughout the purchase path
Been relevant to who you
are/what you are doing
Influenced you to buy
28% via your mobile
53%
$ 50%
21%
Saved you time or money
Introduced you to 43% Helped you find
something new something nearby $
24%
Influenced your
in-store purchase
Research Partner:
Source: InMobi & On Device Research, Mobile Media Consumption Research, Q2 2012
www.inmobi.com / insights@inmobi.com / @InMobi Sample size : 1,055