1. Mobile 148 mins
TV 128 mins
Radio 94 mins
Online 90 mins
Newspapers 52 mins
Tablet 36 mins
54%
TV
38%
MOBILE
22%
ONLINE
YES
85%
78%
60%
53%
44%
42%
Which forms of media most impact your purchasing decisions?
Have mobile ads ever influenced you to...
Has mobile advertising ever:
84%
76%
80%
62%
Time Spent Consuming Media by Channel
Mobile web users consume over 9.1 hours of media daily.
About InMobi's Mobile Media Consumption Study
A new wave of mobile consumer behavior is creating changes in the global mobile landscape.
Mobile is moving into the mainstream and catching up with traditional media as a key source of
media consumption. InMobi's Mobile Media Consumption research study, conducted by
Decision Fuel and On Device Research, provides a robust view on the changing media
consumption and usage behaviors of over 15,000 mobile Internet users in a representative set
of 14 markets. Topics covered include overall and mobile media consumption behaviors, the
influence of different media channels, mobile commerce, and the impact on advertising.
Impact of Mobile Ads throughout the Purchase Funnel
23%
Social media
17%
Entertainment
15%
E-mail
15%
General Info & Search
14%
Play games
9%
Local search
7%
Shopping
Mobile ads noticed via the following channels:
71% of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising
94% noticed mobile ads on their smartphones
23% of mobile web users frequently click on mobile ads
unintentionally
66% have spent money on an activity via mobile
84% are expected to spend money on an activity via mobile
in the next 12 months
50%
31%
Types of Goods Purchased on Mobile
apps, games, e-books, music, videos, ringtones, etc.
bill payments, peer-to-peer payments, etc.
Mobile Media Activities - Share of Time Spent
Receptivity to Mobile Ads
M-Commerce and Shopping
SOUTH AFRICA
How Mobile Devices are Changing the Way Media is Consumed
64%
48%
31%
23% 23%
In an
app
Search
engine
Retailer
website
Video
website
Others
DOWNLOAD AN APPLICATION
VISIT THE WEBSITE OF AN ADVERTISER
VISIT THE ADVERTISER SITE TO GET ADDITIONAL INFO
LOCATE AN ADVERTISER ON A MAP
BUY SOMETHING VIA YOUR MOBILE
CALL THE ADVERTISER
DIGITAL GOODS
FINANCIAL
