On any given day, mobile web users spend 27% of their media time on mobile, 22% on TV and 32% online. Availability, ease of use and privacy are the top three driving factors to be on mobile.
These stats are reported by InMobi, the largest independent mobile advertising network, who used On Device Research’s mobile web platforms to collect a representative sample for their latest Mobile Media Consumption Q4 2011 survey results.
Other key findings include social media, entertainment and search are the top three mobile media activities among mobile web users, with the popularity of these activities set to continue to grow in the next 12 months.
Mobile advertising is having a positive impact on purchase behaviour and importantly respondents are willing to transact over mobile - three quarters plan to conduct mCommerce activities within the next year (76%), 42% claim that mobile advertising has introduced them to something new and 14% indicate that mobile ads have influenced them to buy via mobile.
In terms of advertising, 66% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising, which presents the mobile advertising industry with massive opportunities to engage with consumers.
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