Mobile occupies more time than TV

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Mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile:

• Over half of mobile users having conducted mCommerce activities (e.g. purchased via their mobile) (65%)
  
• Three quarters planning to conduct mCommerce activities within the next year (82%)
  
• 51% claiming that mobile advertising has introduced them to something new

Notable findings

Media Trends in South Africa:

• Availability, ease of use, and privacy are the top three driving factors to be on mobile
  
• Social media, entertainment and games are the top three mobile media activities among mobile web users. This popularity will reportedly continue to grow in the next 12 months
  
• TV, newspapers and mobile are, according to the findings, the most powerful media that influence the purchase decision among mobile users
  
• 79% 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

  • 51% of respondents indicating that mobile ads have introduced them to something new
    
  • 27% of respondents indicating that mobile ads saves time and money
  • 13% of respondents indicating that mobile ads have influenced them to buy via mobile

Naveen Tewari, CEO, InMobi, says, "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 and 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 the company'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 and thereby contributing value to the mobile ecosystem in delivering the best mobile products for its partners and customers.