Non-smartphone users prefer mobile shopping more than smartphone users: InMobi Study

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

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

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

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

- 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

- When shopping in a store after seeing/hearing an offline ad, 63% of in-store shoppers will use their mobile device in some way

- Men (57%) are most likely to be encouraged to purchase based on ad exposure than women (53%)

- 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:

- Music/Movies/Games: 43%

- Entertainment Tickets: 15%

- Apparel: 11%

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.