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80% of Asian Mobile Web Users Opt for Shopping on the Go: InMobi

3rd May 2011
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  • 80% of Asian mobile web users have made a mobile shopping purchase recently
  • Shoppers across the 15 to 64 age group prefer mobile to PC shopping by more than a 2 to 1 ratio
  • Non-smartphone users prefer mobile shopping even more so than smartphone users
  • Over 75% of Asian mobile shoppers are highly satisfied with their mobile shopping experience

InMobi, the world's largest independent mobile ad network, today revealed that shoppers in the Asia Pacific region prefer browsing and buying goods and services from their mobile over their PC. Conducted in partnership with the Mobile Marketing Association (MMA), the InMobi Mobile Shopping and mCommerce study found that 80% of Asian mobile Internet users indulge in mobile shopping.

Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi said, “Mobile shopping is already commonplace with more than three quarters of the total mobile web users in the region indulging in some form of digital buying. It’s an exciting time for the consumer, retailer, and manufacturer as mobile shopping solutions will become more intelligent and compelling to use. The clear consumer acceptance has opened huge opportunities in the world of mobile advertising. ”

Key APAC findings of the study include:

  • Mobile shopping is already commonplace among mobile web users

o Popular product categories include music, movies, games, travel, consumer electronics, entertainment tickets, apparel, others

  • Every age group from 15 to 64 years old prefers mobile shopping to PC shopping

o Consumers prefer mobile to PC across product categories including apparel, consumer electronics, tickets and mobile content/games

o Non-smartphone users prefer mobile shopping even more so than smartphone users, likely due to the low penetration of PCs relative to mobile devices

  • Mobile shoppers are largely very satisfied with their mobile shopping experiences

o Ease of use and convenience are the two key features that consumers like the most about shopping on their phones

  • In-market consumers have different uses for the mobile device when shopping based on the product

o Most common uses include price comparison, local store search, research (reviews, new, similar), and purchase

Mobile advertising influence:

  • Majority of mobile shoppers are being influenced by mobile advertising when making purchases

o Across product categories, mobile advertising influenced buying in the following order of priority: entertainment tickets, consumer electronics, apparel, travel followed by digital content

  • When shopping in a store after seeing/hearing an offline ad, 63% of in-store shoppers will use their mobile device in some way
  • Digital content shoppers agree that mobile advertising is great for content discovery with 45% of the respondents saying it’s informative and helpful
  • Men (57%) are most likely to be encouraged to purchase based on ad exposure than women (53%)

o Women are less likely to shop via mobile with significant differences in purchase intent by product category between men and women

o Overall, there is an increasing intent to purchase physical goods via mobile devices

Comments Atul Satija, VP & Managing Director – Asia Pacific at InMobi: “Consumers are way ahead of us when it comes to mobile usage/demand. The results of our mobile shopping study are consistent with our advertising effectiveness study from last year which showed strong consumer intent for mobile content and purchase. The staggering mobile penetration numbers, the tremendous innovation and growth of the mobile advertising market and a mobile savvy consumer set make Asia Pacific an ideal market for the growth of mobile shopping and commerce.”

Most popular purchases from mobile devices in Asia Pacific:

Product% Buying
Music/Movies/Games43%
Consumer Electronics24%
Consumer Electronics15%
Travel12%
Apparel11%
Other3%

The study was conducted in 14 countries among 15,000 consumers with representation from close to 5000 Asia Pacific users across all devices. The responses were weighted by age/gender. For further information, please visit www.inmobi.com.

About InMobi

InMobi is the world’s largest independent mobile advertising network. With offices on four continents, it provides advertisers, publishers and developers with a uniquely global solution for advertising. Its network is growing fast and now delivers the unprecedented ability to reach 220 million consumers, in over 125 countries, through more than 31.9 billion mobile ad impressions monthly. InMobi was recently selected as the 2010 AlwaysOn Global 250 Company to Watch in Silicon Valley.

InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore.

To learn more, please visit www.InMobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

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