New research from independent mobile advertising network InMobi shows that UK consumers are increasingly being influenced via their mobile devices. The company’s quarterly UK Mobile Media Consumption Report reveals that UK mobile web users consume 9 hours of media a day and spend 2.5 hours on their mobile device.
Mobile advertising influences 48% of consumers on their purchasing decisions: the same as PC-based ads and just behind TV advertising (55%).
63% of consumers have already used m-commerce and 71% expect to use m-commerce in the next 12 months. 47% of current mobile consumers are buying digital goods. 34% are buying physical goods, 26% are making bill payments and 21% are buying services
Lee Blyth, Head of UK Sales at InMobi, said “These results demonstrate that mobile advertising is finally, rightfully, taking its place alongside traditional content such as online and TV when it comes to directly influencing consumers’ purchasing decisions. The findings show that archaic perceptions of mobile advertising being intrusive are long gone, and as such is fantastic news for brands and publishers alike. The onus is now on brands and content agencies to build on this by creating compelling, engaging media to capture consumers’ attention and ensure the mobile can truly become the personalised platform we have all been hoping it will become.”