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


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%).

More than two-thirds (69%) of mobile users use their devices to find local search information, and more than one-half (55%) use their devices to shop.

M-commerce is growing

M-commerce is on the rise: 59% of mobile users say they have made a mobile transaction during the previous six months, up 21 percentage points from the 38% who reported doing so in 4Q11.

Although 46% of purchases via mobile were for digital products (e.g., apps and music) in 2Q12, more than one-quarter of all users bought products priced at least $50, InMobi found.

Mobile ads are welcomed—and influential

US mobile users are acclimating to mobile ads: 59% say they are influenced by mobile ads, while 57% are influenced by TV ads.

Mobile advertising is proving to be effective: 53% of mobile users say they've been introduced to something new via their mobile device, and 21% end up buying goods via mobile device.

Women mobile users with children (mobile moms) tend use their devices for shopping most, whereas younger adults (age 25 and younger) are most comfortable with mobile ads.

Below, profiles of mobile users today, by various demographic groups:

About the data: This US research was conducted as part of a global study to understand mobile media consumption and how it has changed over time. Some 22,000 respondents in 20 key markets globally were used; among them, 1,435 were US respondents for Q4 2011, and 1,055 were US respondents from Q2 2012.

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