February 20, 2014, 2:35 PM

M-commerce is saturating the globe

83% of global shoppers who use mobile devices plan to make a mobile purchase in the coming year, says an InMobi report. 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, the report says.

Bill Briggs

Senior Editor

Lead Photo

Global mobile device owners have embraced m-commerce and are comfy with the concept of mobile advertising. 60% of global mobile consumers use mobile devices as their primary or exclusive means of going online, and 83% of them say they will make a purchase on a mobile device in the next 12 months. These metrics are based on findings from a survey of 14,473 mobile device users, conducted by InMobi, a mobile advertising company. Respondents’ countries included China, France, Germany, India, Indonesia, Kenya, South Korea, Malaysia, New Zealand, Nigeria, South Africa, United Kingdom and the U.S.

Almost half—48%—of respondents worldwide say mobile is a key channel that affects purchasing decisions, according to the 2014 Mobile Media Consumption Report by InMobi, in conjunction with research firms Decision Fuel and OnDevice Research. More than half (52%) of mobile device users have made a purchase in response to mobile advertising, and 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, the report says.

Of those respondents who say they took action in response to mobile advertising, survey results showed that:

  • 78% have downloaded mobile apps
  • 68% have visited the web site of an advertiser
  • 56% have visited a store for more information
  • 44% have located an advertiser on a map
  • 43% have called an advertiser by clicking on the phone number in the ad.

Mobile devices top the list of media with the greatest impact on purchasing decisions at 48% of survey respondents. 44% say television was their biggest purchasing influence and 41% said it’s the Internet (via non-mobile means).

Smartphones and other mobile devices are the only means of accessing the Internet for 40% of Indonesians and for 34% of respondents in both India and South Africa, the report says.


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