To better understand changing media consumption usage and behaviours across the world, Bangalore-based InMobi 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%), at a social event (45%), commuting (60%) and shopping (43%). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”
Overall analysis reinforces the shift towards mobile with 50% 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 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.
