Crid Yu
VP & Managing Director,
North America
InMobi
Mobile Marketing Association

Mobile Media Consumption:
A New Wave Takes Shape
MMA Forum | January 29th, 2013
Mobile Marketing Association

From the moment we wake up… …We are always on
US mobile users spend 2.7 hours per day
82% of mobile web users access their
socializing on their device — over 1/3 of the
devices in bed
time they spend sleeping
Source: InMobi! Source: ComScore!
Mobile Marketing Association

Reading Magazines /
Newspapers
Using Mobile Media
35 (excluding calls and
Tablet Devices SMS)
37 minutes
minutes 108
minutes
GLOBALLY, MOBILE
DATA USERS
Listening 52 CONSUME
to Radio
7 HOURS
minutes
OF MEDIA PER DAY
92 93
minutes minutes Online via Desktop/
Laptop
Watching TV
Sample size: n=12,723
Mobile Marketing Association

Mobile
Ad
Spend
(in
billions)
$40
$35
$30
$25
$20 Global
US
$15
$10
$5
$-
2012 2013 2014 2015 2016
Source: eMarketer
Mobile Marketing Association

Understand
consumer
media
consump7on
behavior
around
the
world
Keep
up
to
date
with
new
Find
what’s
working
and
what
trends
and
track
changes
resonates
well
with
over
7me
consumers
Research Objectives
Mobile Marketing Association

Has
mobile
adver7sing
ever:
Introduced
you
to
something
new
(75%)
Caused
you
to
reconsider
a
Awareness product
(55%)
Influenced
your
in-­‐
Favorability store
purchase
(45%)
Consideration
Provided
you
Shopping
with
beEer
Research
op7ons
(67%)
Sale
Helped
you
find
something
nearby
(69%)
Base: Global Average n=12,723
Mobile Marketing Association

Which
two
forms
of
media
most
impact
your
purchasing
decisions?
0%
10%
20%
30%
40%
50%
60%
10% 50%
20%
40% 47%
10% 30%
Mobile is already on par with traditional media in
impacting purchase behavior
Base: Global Mobile Average n=9,880
Mobile Marketing Association

Mobile data users claimed they have noticed advertising on
the following mobile channels:
54%
40%
27%
23%
17%
In an app On a search engine On a retailer website On a video website Others
Sample
size:
n=9,441
Mobile Marketing Association

Compared to other forms of advertising like TV or online, how comfortable are
you with mobile web and mobile app advertisements (not SMS)?
More comfortable, I find them to be very
29%
useful
Equally comfortable, I'm getting used to
30%
seeing them
Less comfortable, I find them intrusive 20%
No opinion, I don't think much about ads
21%
on my phone
of mobile data users are as comfortable with mobile
59% advertising as they are with TV or online advertising
Sample
size:
n=14,439
Mobile Marketing Association

How often do you unintentionally click on mobile ads (such as banners
or rich media ads)?
5% Never
10% 18%
Rarely
ONLY 15%
OF MOBILE DATA USERS
(less than 5% of the
time)
Occasionally
FREQUENTLY (5-10% of the time)
CLICK ON MOBILE ADS
28% UNINTENTIONALLY
Frequently
(10-25% of the time)
39%
Very frequently
(over 25% of the time)
Sample
size:
n=9,127
Mobile Marketing Association

Device
use
pa1erns
reflect
their
inherent
compe99ve
advantages
During
a
typical
day,
at
what
?mes
do
you
usually
use
your
device?
Smartphone
Tablet
PC
60%
50%
40%
30%
20%
10%
0%
6am
-­‐
8:59am
9am
-­‐
Noon
-­‐
3pm
-­‐
5:59
6pm
-­‐
9pm
-­‐
Midnight
-­‐
3am
-­‐
5:59am
11:59am
2:59pm
pm
8:59pm
11:59pm
2:59am
Source: Mobext & InMobi Connected Device Research
Mobile Marketing Association

70% data users
of mobile
in the US engage in
mobile media
activities while
watching TV
Base: US n=1,055
Mobile Marketing Association

– We
can
tackle
both
upper
and
lower
funnel
Mobile – We
can
to
engage
customers
across
plaXorms
Marketing Call to – We
have
to
deliver
on
measurement
Action and
results
– We
have
to
deliver
the
promise
of
targe7ng
– We
have
to
deliver
on
the
ad
experience
Mobile Marketing Association

Tums
Mobile Marketing Association

TUMS REFRESHERS
The objective of the Tums campaign was to
increase brand awareness of the Freshers product
via a rich media campaign.
7,091,798
Impressions
.92% CTR
3,460
of mobile users took action by linking out to Facebook,
Twitter & Tum’s mobile site
Mobile Marketing Association

Thank you!
www.inmobi.com