Australians spend more time on mobiles than watching television according to InMobi research
InMobi, the largest independent mobile ad network, has announced the results of its comprehensive global Mobile Media Consumption Q4 2011 Survey, at the leading international mobile media conference, Mobile World Congress in Barcelona.
Says InMobi CEO Naveen Tewari: “Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer.”
Some of the key findings in the Australian market show that mobile web has surpassed TV as a share of total media consumption and that more than half the respondents had conducted a mobile transaction.
Says InMobi Australia NZ regional head Francisco Cordero: “These are incredibly exciting findings for us, because they show just how ripe the Australian mobile advertising market is for growth”.
For Australians, mobile web time is “me” time: it’s usually a personal rather than a shared media experience, with most people using mobile internet while watching TV, lying in bed or waiting for an appointment.
Social media, entertainment, and search are the top three mobile media activities among mobile web users and the popularity is expected to grow in the next 12 months.
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According to Ralph Van dijk from Eardrum, radio is the most popular.