1 March 2012

InMobi, an independent mobile ad network, has announced the results of its comprehensive global Mobile Media Consumption Q4 2011 Survey, which indicate that in South Africa, mobile web users spend 30% of their media time on mobile against 29% on TV and 20% listening to radio.

• Over half of mobile users having conducted mCommerce activities (e.g. purchased via their mobile) (65%)
• Three quarters planning to conduct mCommerce activities within the next year (82%)
• 51% claiming that mobile advertising has introduced them to something new

Notable findings
Media Trends in South Africa:

• Over half of mobile users having conducted mCommerce activities (e.g. purchased via their mobile) (65%)
• Three quarters planning to conduct mCommerce activities within the next year (82%)
• 51% claiming that mobile advertising has introduced them to something new
• Availability, ease of use, and privacy are the top three driving factors to be on mobile
• Social media, entertainment and games are the top three mobile media activities among mobile web users. This popularity will reportedly continue to grow in the next 12 months
• TV, newspapers and mobile are, according to the findings, the most powerful media that influence the purchase decision among mobile users
• 79% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising
• Advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with
• 51% of respondents indicating that mobile ads have introduced them to something new
• 27% of respondents indicating that mobile ads saves time and money
• 13% of respondents indicating that mobile ads have influenced them to buy via mobile

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