Mobile Devices Changing Consumer Media Habits in Germany
The average mobile web user in Germany consumers 6.5 hours of media per day, with 2 hours and 5 minutes are spent on mobile devices versus only 1 hour and 25 minutes spent watching TV, according to a survey commissioned by the mobile ad agency, InMobi.
Mobile has surpassed TV and other traditional media in terms of time spent consuming media. More than half of mobile web users (64%) use their mobile device while watching TV, driving the multi-screening trend. With almost half (42%) of respondents stating mobile as either their primary or exclusive means of going online; the opportunity for advertisers to deliver relevant messaging to targeted audiences is vast.
Mobile data users are using their free or spare time on their mobile devices. Surprisingly, the research also uncovered 76% of females use their mobile device while in bed versus 65% of men.
Mobile web users typically use their mobile device in casual settings, through out the day, this includes:
- 38% use their mobile device in the bathroom
- 87% while waiting for something
- 40% while shopping
Mobile advertising driving mobile commerce
Over half of respondents (57%) find that mobile advertising has introduced them to something new, with 87% noticing mobile ads through various channels. Mobile ads are now beginning to influence in-store purchases, according to 23% of respondents. In-app ads are the most popular location where consumers identify mobile ads (64%), second to search engine ads (41%).