InMobi has released the findings of its Mobile Media Consumption Report, a study of over 15,000 mobile users in 14 markets across all continents, conducted through its global mobile ad network, and research partners Decision Fuel and OnDevice Research.

The study reveals that the appetite for mobile media continues to rise and that mobile is not just a fundamental part of consumers’ communication needs, but increasingly the core platform through which they access the Internet and engage with brands online.

“Mobile devices now permeate every aspect of modern life,” said InMobi CEO and co-founder, Naveen Tewari. “The study reveals that mobile users are always on, whether surfing the mobile web while spending time with family (48 per cent), at a social event (45 per cent), commuting (60 per cent) or shopping (43 per cent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day, unlike traditional advertising like print and TV.”

Overall analysis reinforces the shift towards mobile, with 50 per cent of the average global mobile web user now using mobile as either their primary or exclusive means of going online. This has resulted in mobile devices becoming an indispensable shopping tool, gaining popularity as a viable shopping channel, and being used throughout the research and decision-making process of a purchase.

75 per cent of respondents admitted they’d been introduced to something new via their mobile device. 67 per cent feel that it had provided them with better options, while 46 per cent said they had made purchases using their mobile device, and 45 per cent said it has influenced their in-store purchases.

Mobile apps can offer brands great opportunities to engage with consumers on a more personal level. The research reveals that the average consumer actively uses 6.5 apps throughout a 30-day period. 54 per cent of respondents reported that they had noticed ads while engaged in an app. In fact, 80 per cent of respondents said they had been influenced by a mobile ad to download an app and 67 per cent went on to visit a brand’s website immediately afterwards.

The research found that 59 per cent of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising. Whilst mobile ads in apps are the most noticed among mobile users, the study highlighted that different mobile ad formats appeal to different segments of consumers. Globally, 54 per cent of users encounter mobile ads via apps, 40 per cent on a search engine, 27 per cent on a retailer website and 23 per cent on a video website.

mCommerce continues to evolve, and consumer adoption is high, with 66 per cent of consumers surveyed having spent money on an activity via a mobile device. This will continue to increase significantly, says InMobi, as 80 per cent of consumers plan to conduct mobile commerce in the next 12 months, a 21 per cent increase from where we are today.

“This study reiterates the industry stats on the mobile media consumption boom,” Tewari concluded. “With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies. Finally, it highlights the fact that there is a real need for the industry to continue to rapidly innovate the ad experience and deliver rich, relevant, and timely content to the user.”