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Mobile Takes Big Bite Out of Media Consumption: More U.S. consumers are using their mobile phones to enjoy media content, access information and buy products, an InMobio/OnDevice study, released in August 2012, has found.
Polling 1,055 mobile media users, the study found they spend 2.4 hours per day using their smartphones. This is compared with 2.35 hours for watching TV and 1.6 hours for fulfilling tasks on PCs.
More broadly, respondents dedicated nine hours a day to all forms of media. Other study highlights include:
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65% preferred this medium as it is “easy to use.” Another 56% pointed to the fact wireless handsets are “always with them” as stimulating their uptake of this activity.
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A 71% share of respondents regularly entered enquiries into mobile search engines, and 64% frequently logged on to the Internet in the same way.
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Women accessed their devices more often than men, with 84% of females using them in bed, versus 70% of males. Totals here hit 40% and 26%, respectively, when out shopping.
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53% of the mobile audience has been introduced to a product through this channel, and 21% have purchased from their phone.
Source: InMobio/OnDevice
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