Mobile Device Users Move to Tablets, Smartphones for Web Access: MWC

Smartphones and tablets are becoming the primary means of access to the Web, with mobile applications also influencing the way people surf the Internet.

BARCELONA, Spain-- At Mobile World Congress, mobile advertising network specialist InMobi presented the results of its comprehensive global Mobile Media Consumption survey, which found half of the average global mobile Web users now use mobile devices as either their primary or exclusive means of going online.

The study, which surveyed more than 15,000 mobile Web users across 14 markets, showcased how mobile devices are revolutionizing the media landscape. At least one out of two mobile Web users engage in dual-screen activity (between TV and mobile) across markets, and 59 percent of mobile users said they are as comfortable with mobile advertising as they are with TV or online advertising.

More than half (54 percent) of respondents reported that they had noticed ads while engaged in an app. A whopping 80 percent of respondents said they were influenced by a mobile ad to download an app and 67 percent went on to visit a brand’s Website immediately afterwards, suggesting mobile advertising is not only helping to drive app downloads but also increase Website traffic.

“Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are always-on, whether surfing the mobile Web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent),” InMobi CEO and co-founder Naveen Tewari said in a statement. “This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”

The report suggested mobile commerce continues to evolve, with consumer adoption high. Two-thirds (66 percent) of consumers surveyed said they spent money on an activity through a mobile device. Survey results indicated this would continue to increase significantly, as 80 percent of consumers plan to conduct mobile commerce in the next 12 months, a 21 percent increase from today. The research also revealed the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 applications throughout a 30-day period.

“This study reiterates the industry stats on the mobile media consumption boom. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies,” Tewari concluded. “Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant and timely content to the user.”