Mobile media consumption in Thailand has grown to the point that it now surpasses the amount of time consumers spend watching television and using desktops or laptops. InMobi’s new research report stated that media consumers in Thailand spend 27 percent of their time on mobile devices as opposed to 25 percent on watching television and 26 percent on going online via desktops/laptops.
InMobi’s findings revealed that social media and entertainment are the dominant activities on mobile.
InMobi also suggested, based on the findings, that mobility impacts consumer buying behaviour. Thirty-eight percent of the Thai respondents said they have been introduced to something new via mobile advertising and 18 percent said have gotten better options through the advertisements. Seven percent of the respondents said they have been influenced by mobile advertising when making in-store purchase and nine percent said they have been influenced to buy via their mobiles.
We see continued growth in mobile usage in Thailand in the coming year, largely driven by social media (46 percent), entertainment (38 percent), e-mail (23 percent), search (23 percent) and mobile banking (23 percent),” said InMobi’s regional director and general manager for Southeast Asia, Hong Kong and Taiwan, Phalgun Raju, in the report.
“Our research also shows that 68 percent of mobile Web users plan to conduct mobile commerce over the next 12 months, a 17 percent increase from where we are today. These numbers combined with the key role that mobile plays throughout the consumer purchase cycle make it an indispensable component of every advertisers’ media mix,” said Raju.
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