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InMobi, the largest independent mobile advertising network, and Mobext, the mobile marketing arm of Havas Digital, announce that smartphone and tablet adoption is rising dramatically in the U.S., impacting how U.S. consumers shop and consume media. Tablet use has risen quickly to 29.5 million U.S. users, 11% of the total U.S. population.  These findings are part of global research the two companies conducted on ‘The Role of Connected Devices in the Consumer Sales Journey,’ a survey uniquely run across PC, smartphone, and tablet device users. The survey examines media consumption habits of over 9,600 respondents across seven different markets. Results demonstrated that consumers are spending more time on mobile connected devices, with time spent on smartphones and tablets playing a significant role in purchasing decisions.

U.S. consumers have rapidly changed how they consume media and make purchases. The survey data reveals that these devices add to overall digital media time, creating new, exciting entertainment opportunities. For example, over 60% of U.S. tablet owners spend at least 30 minutes each day accessing media content on their tablets and 52% use a tablet to fill what previously would have been “dead time.”  Phuc Truong, Managing Director, Mobext US, notes “These results confirm our position on the importance of integrating tablets into multi-channel campaigns from the start.  Our “mobile first” mantra for creative tablet- and mobile-specific solutions for clients continues to enhance their brands.”

Connected devices are also significantly cannibalizing other forms of entertainment consumption and shopping. When asked what activities they do less after owning a tablet, 29% of U.S. tablet users said they have reduced reading books in print. Another 29% of tablet owners claimed they reduced surfing the internet via their PC and/or laptop. Nearly half of tablet owners—48%—agree that tablets’ appealing design and accessibility make it is easier to access media content than on a PC or laptop.

The survey demonstrated that in-store shopping has also been affected as these connected devices allow consumers to shop in ways that are more conducive to their lifestyle.  22% of tablet users claim they have shopped less in physical stores since purchasing a tablet and 55% of tablet owners make purchases on their device in an average month.  Survey results show that tablets have become the preferred device at home and smartphones are preferred on the go.  Together, smartphones and tablets eclipse much of the online activity previously done on PCs/laptops.  Users out of the home and in need of functional purchases consistently prefer making smartphone purchases. On-the-go shoppers complete the entire purchase cycle – from awareness to post-purchase social media—from their mobile device, surpassing PC and laptop use across the board. While transient shopping is held by the smartphone, tablet use peaks at home in the evening between 6 p.m. and midnight for most owners.  A relaxed mindset can be correlated to purchase decisions, as big purchases that require great consideration are being made at home from the browsing to buying stage.  In these cases, 55% of respondents report they first learn about the product on their tablet, 53% actively evaluate the product and 58% saying they follow through with purchasing those goods on their tablet.

Vice President and Managing Director of North America for InMobi, Anne Frisbie comments: “We are seeing a radical, steady shift from all other media channels to mobile –and so much of this momentum is owed to the transformative experiences connected devices are providing mobile consumers. We need to continue to look at mobile as a new channel that requires innovative ways of engaging with consumers while they are online at home or away from their desks as mobile continues to transform media consumption and shopping.”

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