Mobiles increasingly affecting purchasing decisions: InMobi

Mobile phones are increasingly affecting purchasing decisions globally, with the phenomenon gaining more traction in India, a study by mobile advertising firm InMobi said today.
InMobi's 2014 Global Mobile Media Consumption Report said as mobile media consumption in rising, the trust and reliance on mobile devices has increased and is expected to have a significant impact on mobile commerce this year.
"Mobile has become a key factor affecting purchasing decisions, with 48 per cent of respondents worldwide listing mobile as a key media which impacts purchasing decisions and reliance on mobile is even higher in important consumer markets, like India, at 60 per cent," the report said.

The average mobile web user consumes six hours of media per day and 60 per cent of the average global mobile web users now use mobile as either their primary or exclusive means of going online, it added.
Sixty-one per cent of mobile web users engage in mobile activities like social networking, text messaging, while watching TV.
The report, in partnership with research partners Decision Fuel and OnDevice Research, covered data from 14,000 users across 14 countries.

"Mobile is an important companion particularly for in-between times with 83 per cent of respondents saying they use mobile while waiting for something and 81 per cent while lying in bed," it said.

About 40 per cent of Indonesians said they use mobile as their only means of web time, followed by 34 per cent in India and South Africa.
The report said as smartphone penetration is on the rise, more consumers are using their mobile devices to research product information and pick a retailer that best meets their needs during the buying process.
The report revealed that 68 per cent respondents have spent money on an activity via mobile and commerce behaviour is extending past digital goods, and now includes physical and financial goods.
Eighty-three per cent are expected to spend money on an activity via mobile in the next 12 months.