Are you sleeping with your mobile device?
I recently read a survey about growing mobile consumption which was fascinating. Let me say right up front that the results indicate where we are heading, but are misleading as a snapshot of today. It reports that people spend more time on mobile devices that any other media type. Whoa! So why is a skewed piece of research Strumings worthy, you might ask? The survey is among mobile users and the article below appears to make conclusions for the general population. Nonetheless, the rapidly growing heavy user mobile population makes these results fascinating. The article, Most Common Place to go Mobile: In Bed, appeared in Media Post on August 14 and is reprinted in its entirety below.
A new survey by mobile ad network InMobi suggests people spend more time consuming media on their mobile devices each day than through any other channel. The study, conducted in partnership with OnDevice Research, found Americans spent 2.4 hours — out of a total of nine media-consuming hours each day.
That’s more time than people spend watching TV (2.3 hours), consuming media on a PC (1:36) listening to music on a dedicated music player (1:30 minutes), or reading (43 minutes). The study also emphasized that users turn to mobile throughout the day. People were most likely to use mobile devices while in bed (77%), while watching TV (70%), while killing time (65%), and when spending time with family (43%).
The findings are a bit deceptive.
When it comes to watching TV, for instance, Nielsen found that as of the fourth quarter of 2011, the average American watches nearly five hours of video each day, 98% of which are on a traditional TV set. While the mobile video audience is growing, it stood at 33.5 million at the end of 2011 compared to 284.4 million watching on TVs.
The InMobi study also presumably doesn’t count the time people spend on PCs in the workplace toward media consumption in a given day, otherwise it would likely total more than 96 minutes.
Among other findings, the research indicated that mobile advertising has a widespread impact on purchasing, with 59% of survey participants saying they are influenced by mobile ads, roughly on par with TV ads (57%) and ahead of PC-based ads (34%).
It’s important to remember that the study was done by a mobile advertising company. A majority (53%) also said they had been introduced to something new via mobile or that mobile helped them find something nearby (50%). For a fifth (21%), mobile use ultimately led to a purchase.
In relation to gender differences, the report found women typically access their mobile devices more than men. The biggest differences are while in bed (84% vs. 70%) and while shopping (40% vs. 26%). The results were drawn from a second-quarter survey of 1,055 U.S. consumers, with a focus on those who use mobile media including native apps and mobile Web sites. It also included data from a survey of 1,435 Americans in the fourth quarter of 2011.
Again though the results are skewed to dramatize the impact of mobile, they are nonetheless an important indicator of the future. We are being more “mobile” every day. A mobile consumer acts, consumes media, and purchases goods and services differently than a non-mobile one. They have the whole world in their hand (held).
As always, in today’s world change is the status quo. Do you sleep with your mobile device? Chances are you do.