5 Mobile impacts consumer behaviors throughout the purchase path

The average mobile web user consumes 7.2 hours of media daily.Mobile devices represent 27% of this time.

67%lying in bed

25%commuting

19%in the bathroom while shopping at social gatherings

47%waiting forsomething

while watching TV

22%spending time

with family

39%

2 Mobile device usage is throughout the day

1 Mobile share of time ahead of TV, catching up with online

3 Mobile media activities

15% 15%

4 Comfort with mobile advertising is already greater than TV or online advertising

Which forms of media most impact your purchasing decisions?

48% 47% 46%

66%are more or equally comfortable with mobile advertising vs. TV or online ads

Introduced you to something new

Provided you with better option Helped you �nd

something nearby

Caused you to reconsider a product

42%

23%

26%

13%

11%

14%

In�uenced your in-store purchase

In�uenced you to buy via your mobile

Global

5 ways mobile devices havechanged the way peopleconsume media

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research@inmobi.com @InMobiwww.inmobi.com / / Source: InMobi, Decision Fuel & On Device Research, Mobile Media Consumption Research, Feb 2012

Research Partner:

Social Media

22%

Local Search

7%

Games

18%Entertainment

19%

E-Mail

12%

General Info & Search

14%

Shopping

8%