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Mobile Web Users: Media Consumption, Mobile Activities, Ad Tolerance, Demographic Profiles

September 6, 2012

Among US mobile Web users, mobile media (via phones and tablets) was the most popular way to consume media content in the second quarter of 2012, accounting for 2.97 hours of the total 9.00 hours spent consuming media via all platforms during the day (some 32.5% of total consumption), outpacing TV at 2.35 hours, according to a report by InMobi.

Moreover, on average, US mobile Web users spent 1.60 hours per day using a PC or laptop, 1.50 hours listening to radio, and 43 minutes reading newspapers and magazines.

Below, additional findings from InMobi for the second quarter of 2012, developed in partnership with OnDevice Research.

Mobile is easy and ever-present

Mobile phones have been adopted across the US consumer market due in part to convenience, according to the report:

  • 65% of mobile users say they prefer mobile because "it's easy to use."
  • 56% of mobile users say they use mobile most because it's constantly with them.

Moreover, mobile users use their devices throughout the day—when lying in bed (77%), watching TV (70%), waiting for something (65%), commuting (36%), and shopping (34%).

Among mobile users, search (84%) and social media (84%) are the most popular activities, followed by gaming (83%), entertainment (77%) and email (76%).

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