Over two-thirds (68%) of global mobile users have spent money via their mobile phone over the last year, with 83% planning to spend money on goods via their mobile phone in the next 12 months – a 15% increase on current levels, according to new data.
InMobi, the world’s largest independent mobile advertising company, today announced the results of its 2014 Mobile Media Consumption Report, which provides insights into changing trends in mobile media consumption habits. The 2014 report findings reiterate that mobile devices have become integral to everyday life, but moreover, that trust and reliance on mobile devices has increased and are expected to have a significant impact on mobile commerce in 2014.
The findings of this year’s InMobi report include:
Mobile commerce is on the move
• Almost 70% (68%) globally have spent money via their mobile phone over the last year
• Over 80% (83%) of respondents worldwide expect to spend money on goods via their mobile phone in the next 12 months – a 15% increase on current levels
Living in a “mobile-first” world
• 60% of global mobile web users now use mobile as their primary – or only – means of going online
• The rise of multi-screening – 61% of mobile web users use their mobile while watching TV, for activities such as social networking and text messages
Mobile ads come into their own
• Globally, mobile ads have now overtaken online and TV ads in how influential they are on consumers’ purchasing decisions
• The most common actions triggered by mobile ads are to download an app (78%); visit and advertiser’s website (68%): or to visit a store or retailer for extra information or to make a purchase (56%)
Specifically, the report predicts a 15% increase in mobile commerce in 2014, with 83% of respondents planning to conduct mobile commerce in the next 12 months. Mobile has become a key factor affecting purchasing decisions, with 48% of respondents worldwide listing mobile as a key media which impacts purchasing decisions, and reliance on mobile is even higher in important consumer markets, like India, at 60%.
“In last year’s report we found that mobile had touched most aspects of modern life. But this year, we find that mobile has really become an essential part of daily life, even a daily workhorse, that has replaced the desktop and TV for everything from gathering key information, media consumption and accomplishing daily tasks, like shopping and paying bills,” said Naveen Tewari, CEO, InMobi.
“Furthermore, with mobile content gaining similar prominence as TV, mobile advertising is now impacting consumer behavior across the entire purchasing lifecycle from small day-to-day purchases, to bigger purchases, like cars.”
Top Trend #1: Users are spending more time on mobile, period.
While mobile already overtook TV last year in overall media consumption, this year more users are going mobile-only for their online access, shunning desktops, and engaging in multi-screening behavior if they do watch TV.
Key 2014 mobile media consumption statistics:
• The average mobile web user consumes 6.0 hours of media per day.
• 60% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
• Multi-screen behavior is common, 61% of mobile web users engage in mobile activities (e.g., social networking, text messaging) while watching TV.
• Mobile is an important companion particularly for in-between times, 83% of respondents use mobile while waiting for something, and 81% while lying in bed.
• 40% of Indonesians use mobile as their only means of web time, followed closely by 34% in India and South Africa.
Top Trend #2: Mobile advertising is driving purchase behavior at the same level as TV.
Mobile has clearly emerged as an influential channel that influences consumer’s purchasing decision process from beginning to end. Of those polled, 87% of mobile users have noticed mobile advertising, and 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, which is impacting purchasing behavior.
In response to mobile advertising:
• 78% have downloaded an application;
• 68% have visited the website of an advertiser;
• 56% have visited a store for more information;
• 52% have bought something via their mobile device;
• 44% have located an advertiser on a map; and,
• 43% have called an advertiser by clicking on the phone number in the ad.
Top Trend #3: Mobile commerce is rising, an increase of 15% expected this year.
With smartphone penetration on the rise, more consumers than ever before are using their mobile devices to research product information and pick a retailer that best meets their needs during the buying process.
Mobile commerce insights include:
• 68% of respondents have spent money on an activity via mobile, and commerce behavior is extending past digital goods, and now includes physical and financial goods.
• 83% are expected to spend money on an activity via mobile in the next 12 months, a 15% increase from today.
• Mobile ads in different formats appeal to different segments.
Implications for businesses and brands:
The report shows that the mobile platform can have a real and measurable impact on businesses: The use of location tools, targeted mobile advertising, and responsive websites can drive consumer traffic and dramatically increase sales.
The 2014 Mobile Media Consumption report is published in conjunction with research partners Decision Fuel and OnDevice Research, and includes data from 14,000 users across 14 countries.
The full report is available for download on the InMobi Insights website at www.inmobi.com/insights/on-demand.