Two out of Three Users Have Already Made a Purchase Through a Mobile Phone
Published on: 20th Feb 2014
The mobile advertising agency InMobi says that trust and reliance on mobile devices has increased and are expected to have a significant impact on mobile commerce in 2014.
Specifically, their latest 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%.
"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.
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.
- 60% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
- Multi-screen behavior 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.
Mobile has clearly emerged as an influential channel that influences consumer's purchasing decision process from beginning to end. Of those polled, 87% of mobile users have noticed mobile advertising, and 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, which is impacting purchasing behavior.
The report also claimed that the mobile platform can have a real and measurable impact on businesses: It said that the use of location tools, targeted mobile advertising, and responsive websites can drive consumer traffic and dramatically increase sales.