Key Mobile Users Comfortable With Ads, Shopping With Devices

August 15, 2012

inmobi-mobile-users-shopping-august-2012.pngAmong three segments of mobile users in the US (who routinely use mobile media including native apps and mobile websites), women with children at home are highly likely to use their devices while shopping in retail stores (77%), as are mobile Boomers (74%). “Generation M” (aged 25 years and younger) are least likely to use their devices while shopping (65%), but show the most comfort with ads, according to findings from InMobi for Q2 2012, developed in partnership with OnDevice Research.

As data from the “US Mobile Media Consumption Report for Q2 2012” reveals, mobile mothers lead the pack in mobile spending, with 30% claiming to spend more than $50 via their mobile devices, compared to 27% of mobile Boomers and 23% of Generation M. But mobile mothers are the least comfortable with mobile ads (58%), behind both Generation M (71%) and mobile Boomers (61%).

Mobile Users Influenced by Ads

Data from the InMobi report indicates that 59% of mobile users say their purchases are influenced by mobile ads, ahead of the 57% influenced by TV ads. This puts these respondents at odds with both the general population, and the online consumer population, both of whom value TV more highly as a purchase influence, according to research from TVB and ExactTarget, respectively.

According to the InMobi report, 53% of US mobile users say they have been introduced to something new via their device.

Mobile Users Stay Connected All Day

Mobile users surveyed by InMobi reported using their devices consistently throughout the day in Q2, with 71% using mobile search and 64% using the mobile internet. They are are usually in a leisurely environment when using their mobile devices, most often lying in bed (77%), watching TV (70%), or waiting for something (65%). Women use their mobile devices more than men in most instances, particularly in bed (84% vs. 70%) and while shopping (40% vs. 26%).

Mobile users cited several convenience factors, including that mobile is easy to use (65%) and constantly with them (56%) – hence its ease of use while performing other activities such as watching TV or waiting in line.

For these mobile-owning respondents, mobile ranks first in media consumption during the day, with 2.4 of the 9 hours consumed on mobile devices, versus TV (2.35 hours), PCs (1.6 hours) and any other channel. It is unclear how the PC figure was determined, and the 2.35 hours of TV content per day puts these respondents far below the rough average of 5 hours a day for the American consumer, per Nielsen’s Q4 2011 Cross-Platform report.

About The Data: InMobi’s US research was conducted as part of a global study of mobile media consumption trends. The company surveyed 22,000 individuals in 20 key markets globally, of whom 1,055 were US respondents for Q2 2012. OnDevice Research was recruited via the InMobi global mobile ad network, conducted over ODR mobile platform. The research was focused on those who use mobile media including native apps and mobile websites.

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