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Research: Mobile Media Device Owners Watch Less TV and Trust Mobile Ads More

Published on March 02, 2012

InMobi, the global independent mobile ad network, has released a series of reports on global mobile media consumption. InMobi presented its findings earlier this week at the Mobile World Congress in Barcelona.

InMobi surveyed 20,000 mobile device users in 18 countries, focusing upon consumers who use mobile web services, be it through a browser or app, and across all types of mobile devices. Among their findings:

  • Mobile has surpassed TV in terms of time, with consumers spending 27% of their media time on mobile, compared to 22% on TV
  • 39% of consumers use their mobile phones while watching TV
  • Three quarters of mobile consumers plan to conduct mCommerce activities within the next year (76%)
  • 42% of mobile consumers claim mobile advertising has introduced them to something new
  • 66% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising
  • Advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with 42% of respondents indicating that mobile ads have introduced them to something new
  • 23% of respondents indicating that mobile ads saves time and money
  • 14% of respondents indicating that mobile ads have influenced them to buy via mobile

inMobi Global Research Analyst Taimour Azizuddin told Mobile Marketing Daily that the time-spent measurements are active engagements, and “Does not include phone calls or SMS…We excluded those activities so we could really focus on how mobile devices are being used for media consumption activities.”

As Mobile Marketing Daily describes, “the ‘second screen’ effect is quite real,” with 39% using mobile while watching TV. And surprisingly—“bedtime is phone time, apparently, with a stunning 67% saying they use their mobile devices in bed.”