Mobile devices have become an integral part of everyday life, which will have a significant impact on mobile commerce in 2014, according to InMobi’s Mobile Media Consumption Report.
Specifically, the report predicts a 15% increase in mobile commerce in 2014, with 83% of respondents planning to conduct mobile commerce in the next 12 months. Mobile has become a key factor affecting purchasing decisions, with 48% of respondents worldwide listing mobile as a key media which impacts purchasing decisions, and reliance on mobile is even higher in important consumer markets, like India, at 60%.
While mobile already overtook TV last year in overall media consumption, this year more users are going mobile-only for their online access, shunning desktops, and engaging in multi-screening behavior if they do watch TV.
"In last year’s report we found that mobile had touched most aspects of modern life. But this year, we find that mobile has really become an essential part of daily life, even a daily workhorse, that has replaced the desktop and TV for everything from gathering key information, media consumption and accomplishing daily tasks, like shopping and paying bills," said Naveen Tewari, CEO, InMobi.
"Furthermore, with mobile content gaining similar prominence as TV, mobile advertising is now impacting consumer behaviour across the entire purchasing lifecycle from small day-to-day purchases, to bigger purchases, like cars."
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