These findings were based on a mobile media survey that was conducted in partnership with marketing insights firm Decision Fuel. The study covered 20 key markets across Asia, Africa, Europe, North and Latin America, surveying 20,000 consumers overall.
On average, global consumers who have web-capable phones spend 7.2 hours, or 27 per cent of overall media consumption, on mobiles a day consuming media. This puts mobile media consumption ahead of TV (98 minutes) and just after computers (140 minutes).
This is reflected in China where users spend more time on their phones (105 minutes or 34 per cent of their time) than TV (54 minutes) but less than on their computers (107 minutes).
In Southeast Asia however, mobile comes out tops with consumers spending more time consuming media on their phones than computers in Singapore (30 per cent of total time spent consuming media), Indonesia (36 per cent), Thailand (27 per cent) and Vietnam (35 per cent).
They’re also using their mobiles everywhere with 67 per cent of global consumers using their phones in bed, while waiting (47 per cent) while watching TV (39 per cent) and even in the bathroom (19 per cent).
Globally, and in the Southeast Asian nations, the top two activities consumers are using their mobiles for is social media and entertainment, in that order. In China however, entertainment is the activity for mobile phone use (24 per cent) followed by games (24 per cent), with social media in third place (16 per cent).
Perhaps most interesting for advertisers is that besides China, the average global consumer and Southeast Asian consumer regard mobile advertising as having the most impact on their purchasing decision. Globally, 48 per cent of consumers regard mobile advertising as having more impact than online advertising (47 per cent) and TV (46 per cent). In China, online advertising trumps mobile by more than double with 76 per cent. Mobile (34 per cent) and TV (28 per cent) are regarded as having significantly less impact on their purchase decisions.
Globally, 42 per cent of consumers said that they have been introduced to something new via their mobile phones, 13 per cent said something they’d researched or viewed on their mobile caused them to reconsider a product and 14 per cent were influenced to buy something via their mobile.