Mobile devices now account for 24% of the 7.3 hours that the average French person spends consuming media daily. According to a study, 92% of French mobile users notice mobile ads on their phones, and 43% feel as comfortable with mobile ads as TV or online ads. Mobile advertising is impacting consumer purchasing decisions across the funnel, with 66% reporting mobile ads introduced them to something new and 30% saying it influenced an in-store purchase. By next year, 57% of French mobile users are expected to spend money on activities like apps, games, and travel via their phones.

1. France.
Media Consumption
AN INMOBI
INSIGHTS »
5 ways mobile devices have changed
STUDY
the way people consume media
1. Media Consumption Habits.
Online
The average mobile web user in France 107 min
consumes 7.3 hours of media daily.
Mobile devices represent 24% of this
time.
Mobile
106 min
HOURS
OF MEDIA PER Television
8.4 Apps Actively used
in last 30 days.
DAY 98 min
Radio
Newspaper 64 min
29 min
Tablet
34 min
2. Mobile Media Activities.
20% 20% 20% 12% 11% 10% 7%
Social Media Entertainment Games General Info E-Mail Local Search Shopping
& Search
GROWTH
Growth in mobile usage in the next year is likely to come from social media, followed by apps
download and entertainment (games and videos/music)
3. Receptive and Responsive Towards Mobile Ads.
92% noticed mobile ads on their
smartphones.
Mobile Ads noticed via following channels
43% 64% In an app
41% On a search engine
of mobile users
are as comfortable
31% On a video website
with mobile
advertising as they Only 16% of mobile web users
25% On a retailer website
are with TV or frequently click on mobile ads
online advertising. 18% Others unintentionally.
4. Mobile Media Ads & its Impact Throughout the Purchase Funnel.
Which forms of media most impact your Has mobile advertising ever:
purchasing decisions?
Awareness 66% Introduced you to something new.
Mobile
21%
Television Favorable opinion 45% Provided you with better options.
Helped you find something nearby.
Consideration 41% / 42%
57%
Caused you to reconsider a product.
Online Shopping 29% Influenced your in-store purchase.
Sale 42% Influenced you to buy via your mobile.
35%
Has mobile ads ever influenced you to:
Download an application. Visit the website of an advertiser. Visit advertiser site to get additional info.
77% 53% 40%
Buy something via mobile. Locate the advertiser on a map. Call the advertiser.
30% 27% 25%
5. M-Commerce & Shopping.
57% 68%
are expected to spend money on
have spent money on an GROWTH
an activity via mobile in the next
activity via mobile
12 months
Digital goods (e.g. apps, games, e-books, music, videos, ringtones) 39%
Physical goods (e.g. electronics, clothes) 25%
Financial (e.g. bill payments, peer-to-peer payments) 16%
Entertainment (e.g. movie tickets) 15%
Travel (e.g. train tickets) 12%
TM InMobi & Decision Fuel, Mobile Media
Research Partner: Source: Consumption Research, Wave 2:
www.inmobi.com / insights@inmobi.com / @InMobi Aug - Nov 2012. N= 626.