Independent mobile ad network, inMobi, has released their global media trends report, which has made a number of predictions regarding the impact that mobile advertising has – and will have – within the m-commerce sphere.
The report was based on information gathered about the fourth quarter in 2011, and many mobile marketers are paying attention to what it has to say in order to guide their future efforts.
According to the report, mobile marketing at the moment has more power than television in terms of the amount of time that individuals spend actually using the device and dedicating themselves to viewing what is being shown. It indicated that 30 percent of the users of the mobile web use their media time primarily online. Comparatively, only 29 percent spend their media time watching television.
What those statistics show is that among all of the individuals polled in the inMobi survey, one third are ideal mobile marketing campaign candidates.
The survey also showed that many people enjoyed buying things using their mobile devices. In fact, 65 percent of the respondents said that they had taken part in some form of activity for m-commerce. Moreover, 82 percent claimed that they intended to take part in mobile commerce within 2012. Fifty one percent said that they have been introduced to something new through mobile advertising.
The survey results have identified the leading three driving factors for mobile adoption, which are: availability, ease of use, and privacy. They also found that the leading media activities in which mobile users are participating are: gaming, entertainment, and social media.
