Americans now spend more time consuming media on mobile devices

Rating: InMobi confirms that women are keener mobile users when shopping

A US mobile media consumption report for Q2 2012 conducted by InMobi along with OnDevice Research provides some valuable insights into consumers’ behaviour. Some of it we could guess easily. For example, females access their mobile more than men while shopping (40 per cent vs 26 per cent). Der! But this one is the key point for the mobile advertising sector – Americans now spend more times consuming media on mobile devices that they do on TV. Out of the nine hours they spend in total consuming media, mobile is top with 2.4 hours, followed by TV (2.35 hours), and PCs (1.6 hours). More importantly, mobile advertising was found to be effective. The majority of US mobile users admit they’ve been introduced to something new via their mobile device (53 per cent) whilst 21 per cent ending up buying goods on their mobile device.The report is drawn from 1,055 USA respondents during Q2 2012 recruited via InMobi and conducted over the OnDevice Research (ODR) mobile platform.

The research was focused on those who use mobile media including native apps and mobile websites.

Another statistic where mobile won out concerns the purchasing process for US consumers – mobile just snuck ahead with 59 per cent of consumers saying they are influenced by mobile ads, followed by 57 per cent influenced by TV ads.

The report points to the fact that mobile advertising drives mobile buying. In less than one year m-commerce has grown 21 per cent – up from 38 per cent to 59 per cent since Q4 2011.

m-commerce behaviour is also extending past digital goods to includes physical goods, services and bill payments.

It is predicted that 71 per cent will spend money on a mobile related activity over the next year.

The chart which InMobi provides is also intriguing. It shows that the demographic most likely to be comfortable with mobile advertising is the Generation M users (25 years old and below).

That’s followed by ‘mobile bloomers’ (45-64 years old) and somewhat suprisingly ‘mobile mothers’ – who are women with children at home.

“We expect the trend of ever increasing media consumption on mobile devices to continue, and even accelerate as advances in mobile rich media deepen user engagement by offering a better overall user experience,” observed Anne Frisbie, md for North America with InMobi.

She continued, “Marketers are taking notice and are increasingly investing in mobile to target consumers where they are spending most of their time consuming media.”