I am watching TV – I am IMing my friend – I have to increase my Flappy Bird score – Oh! I saw a good advertisement – I am mobile searching the product – the prices are decent – I bought the product – Need to update on Facebook! – and I am watching TV again!
Cellular phones now feel more like a part of the human body. Something that makes you feel immensely empty if it is missing from your hand. Yes, there are times when we may miss the simplicity of landline phones, but there is no denial of the fact that mobile phones have now become a device of trust and reliance.
“In last year’s report we found that mobile had touched most aspects of modern life. But this year, we find that mobile has really become an essential part of daily life, even a daily workhorse, that has replaced the desktop and TV for everything — from gathering key information, to media consumption, to accomplishing daily tasks such as shopping and paying bills,” said Naveen Tewari, CEO, InMobi.
Mobile – my new spouse!
Mobile overtook TV last year in terms of overall media consumption; however, this year more users are going mobile-only for their online access, shunning desktops, and engaging in multi-screening behaviour if they do watch TV.
The 2014 InMobi report states that the average mobile user consumes nearly six hours of media per day. Also, 60 per cent of the global mobile web users now use mobile as either their primary or exclusive means of going online. Another trend that has emerged is that 61 per cent of mobile web users engage in mobile activities (e.g., social networking, text messaging) while watching TV.
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Gone are the days when ‘in-between’ moments were used to steal a look at your crush sitting across your cubicle or think about the simpler times while lying in bed. According to the report, mobile is an important companion, particularly for in-between times. About 83 per cent of respondents use mobile while waiting for something, and 81 per cent while lying in bed.
While rest of the world is warming up to the mobile-only culture, Indonesia, India and South Africa seem to be right there. The report states that 40 per cent of Indonesians use mobile as their only means of web time, followed closely by 34 per cent in both, India and South Africa.
Television ads now passé?
Reserving huge budgets for a new television campaign? Stop right there! You might want to see the new statistics before you roll out your marketing strategy.
Out of those polled, 87 per cent of mobile users have noticed mobile advertising, and 61 per cent of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, which is impacting purchasing behaviour.
Here are some startling results in response to mobile advertising:
• 78 per cent have downloaded an application
• 68 per cent have visited the website of an advertiser
• 56 per cent have visited a store for more information
• 52 per cent have bought something via their mobile device
• 44 per cent have located an advertiser on a map
• 43 per cent have called an advertiser by clicking on the phone number in the ad
Shopping on my mind
E-commerce was for convenience; however, m-commerce equals to sheer pleasure. With smartphone penetration on the rise, more consumers than ever before are using their mobile devices to research product information and pick a retailer that best meets their needs during the buying process.
InMobi reports that mobile commerce is expected to rise by 15 per cent this year. Also, 68 per cent of respondents have spent money on an activity via mobile.
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In 2014, 83 per cent are expected to spend money on an activity via mobile. The report shows that the mobile platform can have a real and measurable impact on businesses: The use of location tools, targeted mobile advertising, and responsive websites can drive consumer traffic and dramatically increase sales.
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