Telecom Lead America: U.S. consumers have rapidly been
adopting Smartphone and tablet, which is swiftly changing the way they consume
media and make purchases, according to study conducted by InMobi
and Mobext.
The study says that smartphones and tablets add to
overall digital media time, creating new, exciting entertainment opportunities.
With rapid adoption of these connected devices, in-store shopping has also been
improved.
The study reveals that 22 percent of tablet users claim
they have shopped less in physical stores since purchasing a tablet and 55
percent of tablet owners make purchases on their device in an average
month.
The study reveals that now 29.5 million U.S. nationals
use tablet, which is 11 percent of the total U.S. population.
Consumers are spending more time on mobile connected
devices, with time spent on smartphones and tablets playing a significant role
in purchasing decisions.
Over 60 percent of U.S. tablet owners spend at least 30
minutes each day accessing media content on their tablets and 52 percent use a
tablet to fill what previously would have been “dead
time.”
“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,” said Phuc
Truong, managing director, Mobext US.
In other finding, the survey reveals that 29 percent of
U.S. tablet users said they have reduced reading books in print. Another
29 percent of tablet owners claimed they reduced surfing the internet via
their PC and/or laptop.
Nearly half of tablet ownersagree that tablets’ appealing
design and accessibility make it is easier to access media content than on a PC
or laptop.
“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,” said Anne Frisbie, vice president and managing
director of North America for InMobi.
