The mobile advertising network, InMobi, has just published its study called “Mobile Media Consumption”, the results of which FrenchWeb exclusively delivers to you. Covering the fourth quarter of 2011, the survey looked at the uses of mobile users, the impact of mobile advertising on their purchasing decisions and their perception of it.
The following infographic traces the main lessons of the study. Among them :
- The mobile phone now overtakes television in terms of time. Indeed, out of 7.2 hours spent on media daily, consumers now spend 27% of their media time on mobile phones, or 117 minutes, compared to 22% for television (98 minutes).
- 66% of respondents say they are no more bothered by mobile advertising than by that of television.
- 42% of users say they have discovered something new through mobile advertising.
- However, only 14% of them say that mobile advertising made them buy from their mobile.
- Finally, more than half of mobile phone users (53%) say they have already made purchases via their device, and three-quarters of them (76%) plan to do so in the coming year.
The study was carried out between September and November 2011. In total, 20,000 mobile consumers from 18 different markets, on 5 continents, were surveyed.