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August 20, 2012, 12:29 pm UTC
As per UK Mobile Media Consumption Report by InMobi, Mobile Advertising influences 48% of consumers, putting in on par with desktop advertising and only slightly behind TV advertising (55%).
The report reveals that UK mobile web users consume 9 hours of media a day and spend 2.5 hours on their mobile device. Mobile ads affect online as well as offline purchase decisions, with 20% of respondents saying mobile ads influenced their subsequent in-store purchase and 21% stating they decided to buy using their mobile device. The strong influence of mobile media seems to be a result of the rise in devices upon which consumers can use mobile content, according to the report.
M-commerce has traditionally been driven by early adopters more comfortable with larger purchases through mobile transactions. However, InMobi’s survey shows that late adopters are now also more trusting of mobile platforms for purchases; m-commerce will become more prevalent across the more mainstream consumer sector. The growth of smartphones and tablets is strongly driving this, as more content being consumed on mobile devices.
Lee Blyth, head of UK sales at InMobi, said, “These results demonstrate that mobile advertising is finally, rightfully, taking its place alongside traditional content such as online and TV when it comes to directly influencing consumers’ purchasing decisions. The findings show that archaic perceptions of mobile advertising being intrusive are long gone, and as such is fantastic news for brands and publishers alike.
It was found that 60% of ‘generation M’, aged 25 or under, are comfortable with mobile ads, while the figure for ‘mobile boomers’ aged between 45 and 64 is not much lower at 43%.
According to the study, 63% of consumers have used m-commerce – a 9% increase from Q4 2011 – while 71% of those surveyed expect to use m-commerce in the next 12 months. 47% mobile users buy digital goods; 34% buying physical goods; 26% use their mobiles to pay bills and 21% buy services, says the report.
73% of mobile users use mobile for general information search and social media while 72% use it for playing games, 68% for email and 63% for entertainment, touts the study.
Advertisers cannot afford to ignore the mobile opportunity, with the majority of the UK population now mobile data users with almost half acknowledging the influence of mobile media in their purchasing decisions. Marketers can now optimise their mobile strategies through understanding the new wave of mobile consumer behaviour, which is creating dramatic changes in the mobile landscape.
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