Mobile kills the TV star

A new survey finds that South Africans spend more time on their mobile devices, than they do watching television.

Data from InMobi, an independent mobile advertising network, found that on any given day, mobile web users spend 30% of their media time on mobile, 29% on TV and 20% listening to radio.

The Mobile Media Consumption Q4 2011 survey results for South Africa found that 65% of respondents have conducted mCommerce activities, namely purchasing goods via their mobile, while three quarters plan to do so within the next year (82%)

Just over half of respondents claim that mobile advertising has introduced them to something new.

Social media, entertainment, and games are the top three mobile media activities among mobile web users. This popularity will continue to grow in the next 12 months, the study notes.

As many as 79% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising, while 13% of respondents indicated that mobile ads have influenced them to buy via mobile

Nearly three in ten respondents indicated that mobile ads save time and money.

Naveen Tewari, CEO, InMobi, said: “Mobile devices are redefining the media landscape across the world.

“As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer.”

The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents.

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Mobile kills the TV star