InMobi report finds 15% increase in m-commerce

20 Feb,2014

By A Correspondent


Independent mobile ads major InMobi announced the results of its 2014 Global Mobile Media Consumption Report, which provides insights into changing trends in mobile media consumption habits. The 2014 report findings reiterate that mobile devices have become integral to everyday life, but moreover, that trust and reliance on mobile devices has increased and are expected to have a significant impact on mobile commerce in 2014.


Specifically, the report predicts a 15 percent increase in mobile commerce in 2014, with 83 percent of respondents planning to conduct mobile commerce in the next 12 months. Mobile has become a key factor affecting purchasing decisions, with 48 percent 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 percent.


“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.”


Key 2014 mobile media consumption statistics:

  • The average mobile web user consumes 6.0 hours of media per day.
  • 60% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
  • Multi-screen behaviour is common, 61% of mobile web users engage in mobile activities (e.g., social networking, text messaging) while watching TV.
  • Mobile is an important companion particularly for in-between times, 83% of respondents use mobile while waiting for something, and 81% while lying in bed.
  • 40% of Indonesians use mobile as their only means of web time, followed closely by 34% in India and South Africa.



In response to mobile advertising:

  • 78% have downloaded an application;
  • 68% have visited the website of an advertiser;
  • 56% have visited a store for more information;
  • 52% have bought something via their mobile device;
  • 44% have located an advertiser on a map; and,
  • 43% have called an advertiser by clicking on the phone number in the ad.



Mobile commerce insights include:

  • 68% of respondents have spent money on an activity via mobile, and commerce behavior is extending past digital goods, and now includes physical and financial goods.
  • 83% are expected to spend money on an activity via mobile in the next 12 months, a 15% increase from today.
  • Mobile ads in different formats appeal to different segments.



The full report is available for download on the InMobi Insights website at


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