Mobile has surpassed TV and Radio in terms of time spent in Kenya according to InMobi survey

InMobi, the mobile ad network, has announced the results of its global Mobile Media Consumption Q4 2011 Survey. 

Keyhighlights for Kenya include:

1. Mobile has surpassed TV in terms of time spent, with:  Mobile web users spending 31% of their media time on mobile, Spending 24% of their media time on TV and Radio respectively

2.  Mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile, with

• Over two thirds of mobile users having conducted mCommerce activities (e.g. purchased via their mobile)  64%
• 90% planning to conduct mCommerce activities within the next year
• 59% claiming that mobile advertising has introduced them to something new

Trends :..Some of the most notable findings from the InMobi’s Mobile Media Consumption survey are:

 Media Trends in Kenya

• On any given day, mobile web users spend 31% of their media time on mobile, 24% on TV and 24% listening to radio.
• Availability, ease of use, and privacy are the top three driving factors to be on mobile
• Social media, entertainment, and search are the top three mobile media activities among mobile web users. This popularity will continue to grow in the next 12 months

 Mobile Advertising and Commerce Trends in Kenya

• Mobile, TV and Newspapers are the most powerful media that influence the purchase decision among mobile users
• 89% 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: 59% of respondents indicating that mobile ads have introduced them to something new, 35% of respondents indicating that mobile ads saves time and money,  15% of respondents indicating that mobile ads have influenced them to buy via mobile

 Naveen Tewari, CEO, InMobi, says of the survey’s findings:

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.

 [pullquote]InMobi recruited respondents via its global mobile ad network between September and November, 2011, and used Decision Fuel’s and On Device Research’s mobile web platforms to collect a representative sample, including a full range of Smart-phone & feature phone users. The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents:[/pullquote]