Mobile surpasses TV as preferred medium to spend time: Survey

MUMBAI: The amount of time that consumers spend on mobile and internet has surpassed that of television, according to Mobile Media Consumption Q4 2011 Survey conducted by independent mobile ad network InMobi.

The key highlights of the survey says that on any given day, mobile web users spend 27 per cent of their media time on mobile, 22 per cent on TV and 32 per cent online. Availability, ease of use, and privacy are the top three driving factors to be on mobile, it adds.

The survey says mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile with 42 per cent of respondents indicating that mobile ads have introduced them to something new, 23 per cent of respondents indicating that mobile ads saves time and money, and 14 per cent of respondents indicating that mobile ads have influenced them to buy via mobile.

Mobile, PCs, and TV are the most powerful media that influence the purchase decision among mobile users with 66 per cent of mobile users indicating that they are comfortable with mobile advertising as they are with TV or online advertising.

The survey notes that the social media, entertainment, and search are the top three mobile media activities among mobile web users, which will continue to grow in the next 12 months.

InMobi CEO Naveen Tewari says of the survey‘s findings, "Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer."

InMobi recruited respondents via its global mobile ad network between September and November 2011, and used Decision Fuel’s and On Device Research’s mobile web platforms to collect a representative sample, including a full range of smart-phone & feature phone users. The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents.

The intention of the survey was to strengthen InMobi’s thought leadership position in the mobile ad network space by providing agencies, publishers and advertisers with the latest, cutting-edge research on media consumption habits of consumers on mobile devices.

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