Mobile users spend the most time with online media (83 minutes), followed by TV (88 minutes) and mobile devices (81 minutes). The study found that mobile advertising influences purchasing decisions, with 77% reporting mobile ads have influenced them to download an app, buy something, or get additional information about an advertiser. Nearly 60% of mobile users are comfortable with mobile ads, viewing them similarly to TV and online ads. Over 90% notice mobile ads on their smartphones, and two-thirds have spent money via mobile with nearly three-quarters expected to spend in the next year, primarily on apps, games, electronics and clothing.

1. TV 88 mins
Online 83 mins
Mobile 81 mins
Tablet 38 mins
Newspapers 26 mins
Radio 24 mins
70%
ONLINE
50%
TV
46%
MOBILE
YES
77%
53%
51%
37%
23%
23%
Which forms of media most impact your purchasing decisions?
Have mobile ads ever influenced you to...
Has mobile advertising ever:
72%
66%
72%
66%
Time Spent Consuming Media by Channel
Mobile web users consume over 5.7 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%
Entertainment
19%
Play games
17%
General Info & Search
14%
Social media
11%
Shopping
8%
Local search
8%
E-mail
Mobile ads noticed via the following channels:
59% of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising
95% noticed mobile ads on their smartphones
9% of mobile web users frequently click on mobile ads
unintentionally
67% have spent money on an activity via mobile
74% are expected to spend money on an activity via mobile
in the next 12 months
46%
32%
Types of Goods Purchased on Mobile
apps, games, e-books, music, videos, ringtones, etc.
electronics, clothes, etc.
Mobile Media Activities - Share of Time Spent
Receptivity to Mobile Ads
M-Commerce and Shopping
SOUTH KOREA
How Mobile Devices are Changing the Way Media is Consumed
39%
36%
30%
13%
6%
In an
app
Search
engine
Retailer
website
Others Video
website
DOWNLOAD AN APPLICATION
BUY SOMETHING VIA YOUR MOBILE
VISIT THE WEBSITE OF AN ADVERTISER
VISIT THE ADVERTISER SITE TO GET ADDITIONAL INFO
LOCATE AN ADVERTISER ON A MAP
CALL THE ADVERTISER
DIGITAL GOODS
PHYSICAL GOODS

2. 48%
50%
19%
18%
14%
movie tickets
bill payments, peer-to-peer payments, etc.
train tickets
The study was conducted during Q2 and Q3 of 2012
©2015 InMobi
ENTERTAINMENT
FINANCIAL
TRAVEL