Independent mobile advertising company, InMobi, announced the results of its 2014 Global Mobile Media Consumption Report, which provides insights into changing trends in mobile media consumption habits.

The report predicts a 15 per cent increase in mobile commerce in 2014, with 83 per cent of respondents planning to conduct mobile commerce in the next 12 months. The reports states that mobile has become a key factor affecting purchasing decisions, with 48 per cent of respondents worldwide listing mobile as a key media which impacts purchasing decisions, and reliance on mobile is even higher in important consumer markets, like India, at 60 per cent.

Naveen Tewari, CEO, InMobi, said, “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, media consumption and accomplishing daily tasks, like shopping and paying bills. Furthermore, with mobile content gaining similar prominence as TV, mobile advertising is now impacting consumer behavior across the entire purchasing lifecycle from small day-to-day purchases, to bigger purchases, like cars.”

Users are spending more time on mobile

While mobile already overtook TV last year in overall media consumption, this year more users are going mobile-only for their online access, shunning desktops, and engaging in multi-screening behavior if they do watch TV.

Key 2014 mobile media consumption statistics:

• • The average mobile web user consumes 6.0 hours of media per day.
• • 60 per cent of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
• • Multi-screen behavior is common, 61 per cent of mobile web users engage in mobile activities (e.g., social networking, text messaging) while watching TV.

Mobile advertising is driving purchase behavior at the same level as TV

Mobile has clearly emerged as an influential channel that influences consumer’s purchasing decision process from beginning to end. 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 behavior.

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; and,
• • 43 per cent have called an advertiser by clicking on the phone number in the ad.

Mobile commerce is rising, an increase of 15 per cent expected this year

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.

Mobile commerce insights include: 

• • 68 per cent of respondents have spent money on an activity via mobile, and commerce behavior is extending past digital goods, and now includes physical and financial goods.
• • 83 per cent are expected to spend money on an activity via mobile in the next 12 months, a 15 per cent increase from today.
• • Mobile ads in different formats appeal to different segments.

Implications for businesses and brands:

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.