New research suggests that mobiles are rapidly becoming one of the main ways we consume media, passing TV usage for the first time.
Research by mobile advertising company inMobi states that users are now spending 27% of their media time on mobile, and just 22% with television. Computers are still in the lead with 32%. These stats are based upon an average media consumption of 7.2 hours per day.
InMobi CEO Naveen Tewari believes that mobile devices are redefining the media landscape worldwide.
"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."
Most interestingly, 66% of users surveyed are more or equally comfortable with mobile advertising vs. TV or online ads. 48% said that phones most impacted purchasing decisions, ahead of computers with 47% and TV with 46%.
Mobile consumers also recognise the impact of mobile advertising on purchase behaviour, with three quarters planning to conduct m-commerce activities within the next year and 42% claiming that mobile advertising has introduced them to something new.
