5 Mobile impacts consumer behaviors throughout the purchase path

US mobile web users consume an average of 9 hours of media daily. Mobile devices represent 26% of this time.

77%lying in bed

65%waiting forsomething

70%while watching TV

43%spending time

with family

36%commuting

41%in the bathroom

2 Mobile device usage is throughout the day

1 Mobile devices are the #1 channel for media

while shopping34%

at social gatherings35%

4 Comfort with mobile advertising is already greater than TV or online advertising and impacts purchase decisions

Which forms of media most impact your purchasing decisions?

59%34%57%

66%are more or equally comfortable with mobile advertising vs. TV or online ads

Introduced you to something new

Saved you time or moneyHelped you !nd

something nearby

Been relevant to who you are/what you are doing

53%43%

$50%

28%

24%

21%

In"uenced your in-store purchase

In"uenced you to buy via your mobile

United States

5 ways mobile devices havechanged the way Americansconsume media

144

min

141 min

96 m

in

90 min

43 min

34 min

3 Mobile media activities

Social Media84%

Local Search69%

Games83%

Entertainment77%

E-Mail76%

General Info & Search

84%

Shopping55%

Bill Payment/Mobile Banking

37%

$

$

insights@inmobi.com @InMobiwww.inmobi.com / / Source: InMobi & On Device Research, Mobile Media Consumption Research, Q2 2012Sample size : 1,055

Research Partner: