59 percent of global mobile web users now as comfortable with mobile advertising as with TV or online advertising

INDIA: To better understand changing media consumption usage and behaviours across the world, Bangalore-based InMobi, the largest independent mobile advertising network, has released the findings of its Mobile Media Consumption Report, a study of over 15,000 mobile users in 14 markets across all continents through its global mobile ad network, and research partners Decision Fuel and OnDevice Research. 

The study reveals that the appetite for mobile media continues to rise and that the mobile is not just a fundamental part of consumers’ communication needs, but increasingly the core platform through which they access the Internet and engage with brands online.

Naveen Tewari, CEO and co-founder at InMobi, comments: “Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are always-on, whether surfing the web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”

Mobile interactions increasingly influence buying behaviour

Overall analysis reinforces the shift towards mobile with 50 percent of the average global mobile web user now using mobile as either their primary or exclusive means of going online. This has resulted in mobile devices becoming an indispensable shopping tool, gaining popularity as a viable shopping channel and now used throughout the research and decision-making process of a purchase.

Mobile advertising’s proving to be effective across the entire purchase funnel:

* 75 percent of respondents admitted they’d been introduced to something new via their mobile device.

* 67 percent feel that it had provided them with better options.

* 46 percent said they had made purchases using their mobile device.

* 45 percent said it has influenced their in-store purchases.

Opportunities for brands to engage with consumers through mobile apps

Mobile apps can offer brands remarkable opportunities to engage with consumers on a more personal level all across the globe. The findings of the research reveal the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 apps throughout a 30-day period.

Encouragingly, 54 percent of respondents reported that they had noticed ads while engaged in an app. In fact, a considerable 80 percent of respondents were influenced by a mobile ad to download an app and 67 percent went on to visit a brand’s website immediately afterwards. Mobile advertising is not only helping to drive app downloads but also increase website traffic.

Ad format preferences are emerging for different user segments

The research found that 59 percent of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising. Whilst mobile ads in apps are the most noticed among mobile users, the study highlighted those different formats of mobile ads appeal to different segments of consumers. 

Globally, 54 percent of users discover mobile ads via apps, 40 percent on a search engine, 27 percent on a retailer website and 23 percent on a video website.

Mobile commerce surges

M-commerce continues to evolve and consumer adoption is high with 66 percent of consumers surveyed having spent money on an activity via a mobile device. This will continue to increase significantly as 80 percent of consumers plan to conduct mobile commerce in the next 12 months, a 21 percent increase from where we are today.

Naveen Tewari, CEO and co-founder at InMobi, concluded: “This study reiterates the industry stats on the mobile media consumption boom. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies. Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant, and timely content to the user.”