People spending 27 percent of their time on the mobile web, while they are only spending 22 percent of their time watching TV, reveals a survey by InMobi. PC usage trumps them both, though: they spend 32 percent of their time online.
In its most recent quarterly report on mobile media consumption, InMobi surveyed some 20,000 consumers using both feature phones and smartphones across 18 different markets.
The findings call this “mobile web” usage, so that means if you factor in other kinds of content — for example videos or music on your handset — there’s a chance that the gap between traditional media like TV and new media like mobile and PC could be even bigger.
Survey found that the most-popular categories among mobile web users are social media, entertainment and search. That points to the fact that mobile is seeing very much a dual-track growth in terms of how it is used: it’s for fun, but for practical uses, too.
That speaks to the opportunities that are there not just for media and entertainment companies like MTV but for those who are focused more on information and productivity.
Some 76 percent of respondents said they would probably use their phones to buy services or products in the next year. Of course, that could mean one measly app purchase, but more optimistically it could mean more.
Some 66 percent of respondents said that they were as comfortable with mobile ads as they are TV or online ads. Turned around 36 percent said they felt uncomfortable with mobile ads.
Among those that are happy with mobile ads, InMobi’s numbers seem to point to small numbers when it comes to the benefits of these ads: only 14 percent said a mobile ad had influenced them to buy something via a mobile device; and only 23 percent said that mobile ads saved them time and money.