InMobi: Mobile number one media consumption channel in U.S.

In their Q2 2012 research, InMobi found that almost 6 out of 10 mobile users are now using their device for ecommerce transactions. That's a healthy rise from just 38% six months before.

Consumers are rapidly becoming comfortable using their mobile devices to make purchases and consume media, says Anne Frisbie of InMobi.

"Think back to the late '90s - it took forever to get the majority of consumers comfortable buying on the Internet," said Frisbie. "In six months we saw more than a 40% change."

Mobile users in the U.S. now spend an average of 144 minutes each day using their devices. That's three minutes more than they are spending watching television. Even when watching television almost three-quarters (70%) continue to use their mobile device.

Mobile has also become the number one channel in terms of impacting users' purchase decisions - more than television with 59% and 57% respectively - way ahead of other channels such as online, radio and newspapers.

"We expect the trend of ever increasing media consumption on mobile devices to continue, and even accelerate as advances in mobile rich media deepens user engagement by offering a better overall user experience," said Frisbie.

"Marketers are taking notice and are increasingly investing in mobile to target consumers where they are spending most of their time consuming media."

Tags: consumer insight, ecommerce, media use, mobile, mobile marketing, research, television