InMobi: Global users spend more time on mobile than on TV

InMobi, the world's largest independent mobile advertising network, today released a study of mobile media consumption in 18 countries and 20,000 respondents, called "Wave 1." The survey report, completed in the fourth quarter of 2011, does not break down data by region or country.

Therefore, the research results should be regarded as the global average level, which is relatively insignificant for reference, but it also shows that users are increasingly using mobile devices.

InMobi's research report shows that consumers now spend more time on mobile devices than on TV:

• Mobile: 27% of media time
• TV: 22% of media time
• PC: 32% of media time

Again, these numbers are global averages. Therefore, the numbers may vary from region to region. In fact, the research numbers from Flurry Analytics and other agencies in the US market contradict the above results. In the US, TV still accounts for nearly twice as much media time as mobile.

In addition, data from Flurry (and other third-party data) show that users spend more time on mobile apps than on PCs. This data in the US market again contradicts InMobi's findings.

What is clear is that users are spending more and more time on mobile devices and the mobile Internet. Therefore, InMobi's findings are correct at the international or regional level.

InMobi also says that 66% of mobile users feel just as comfortable with ads on mobile as they do on TV or the internet. This may be true in many cases, but recent YouGov research in the UK and US found the opposite.

Consumers are much less tolerant of ads on mobile phones than on other media:

The report on attitudes towards digital advertising warns that consumers are least open to ads on mobile phones compared to other devices such as PCs, laptops and tablets. Compared to other electronic devices, the majority of consumers in the UK (64%) and the US (67%) find it unacceptable to receive unwanted ads on their mobile phones or smartphones. The report further warns that the current presentation of mobile ads is also incorrect. Among mobile internet users, less than 11% of UK users and less than 15% of US users have only clicked on a mobile banner ad once, and only one in 100 UK users and one in 50 US users click on mobile banner ads frequently. The majority of mobile internet users in the UK and the US (79% in the UK and 72% in the US) find banner ads on their phones annoying…

Compiled by: William