2014 The choice of Chinese users, the advent of mobile internet era

The mobile internet has occupied the absolute leading position of the media

In China, mobile internet users have an average of 5.8 hours a day to get in touch with the news media, while the 5.8-hour use of mobile phones and mobile flat-screen time accounted for 42%, a total of 146 minutes. This data is far more than the PC Internet 29%-100 minutes, and television 17%-60 minutes, or even to reach the PC Internet and television media both. In these 146 minutes, mobile phone use time accounted for 104 minutes, become the most popular mobile media (since the answer to the phone and send and receive SMS is not part of the media category, so this part of the time is not counted). This shows that the development of mobile Internet is the trend of the general.

Second, mobile electricity business will become 2014 new growth point, mobile Internet is expected to surpass the PC Internet

More mobile internet users use their phones as their preferred or only Internet tool.

The report shows that 9% of China Mobile Internet coverage of mobile phones as the only Internet tool, 35% of mobile internet coverage of people mainly through mobile internet. And with the spread of mobile internet in the country and the popularity of smartphones, the current three or four-line city 88% of mobile internet coverage has been the mobile phone as the preferred or commonly used Internet tools, which the mobile phone as the only tool for the internet to reach 13%, far more than one or two line of 5% cities. Mobile Internet in the subversion of the PC Internet is a "rural siege of the city" situation, in addition to the traditional PC Internet users have been covered, mobile internet also shows a more inclusive, covering more than three or four lines of the following cities do not facilitate the use of PCs or laptops to the Internet people, As a result, the total number of users has exceeded the number of users of PC Internet coverage. It is believed that with the further maturity of the network and the gradual reduction of the price of mobile phones, the market of three or four-line cities still has great potential.

Mobile internet has been in the entertainment, information acquisition and communication of the three major applications beyond the PC Internet, mobile shopping, mobile finance, etc. or will become the 2014 explosion of growth:

Among them, the growth of mobile shopping is the most optimistic, from the effective use of the user time, is expected in 2014, the user mobile Internet main behavior Distribution move shopping part of the growth rate will reach more than 35%. In addition, 91% of mobile internet users expressed a willingness to purchase or pay for mobile terminals in 2014, and the expected boom in mobile power and mobile finance in 2014.

Third, mobile marketing into the advertising market blue sea

From the user's acceptance of mobile advertising:

55% of users expressed relative to TV and traditional online advertising, they are more welcome to mobile ads. 22% of users think mobile ads are very useful to them, with less than 15% of users saying they will often be late for mobile ads. Show that the user has a good acceptance of mobile advertising, and agree that the content of advertising has a certain value. InMobi AD Small experts said, users of new media advertising has a certain period of adaptation, the adaptation period phenomenon will also be more obvious on the side of marketers, mobile internet advertising, the advent of the time is still shallow, I believe there will be more space for development in the future.

From the release channel:

45% of mobile internet users will notice mobile ads in app, topping the list. The search engine and video site ads displayed on the mobile media were followed by 40% and 34%, respectively. In the future, the Battle of mobile advertising will be the competition of platform resources and technology originality, with the further popularization of advertising forms such as intelligent advertisement, native advertisement, plaque advertisement and further optimization and development of advertising orientation technology, the acceptance degree and popularity of mobile advertisement will be further promoted.

Four, mobile advertising to occupy the overall consumer purchase decision path

The impact of mobile advertising is expanding:

Among the three major advertising channels that affect consumer behavior, the mobile Internet is 43% more influential than TV 31% and is moving closer to the PC Internet 61%. And the effect of mobile advertising has exceeded The advertiser's expectations, InMobi platform app Advertising has not only been able to drive users to download a new app, in the survey, 77% of users said that may be attracted to visit The Advertiser's website, 47% Users may be attracted to the advertisers to call the advisory phone, more than 62% of the user said that may be clicked on mobile ads directly after the purchase of the mobile end.

V. Mobile advertising has been fully occupied the purchase decision path

Mobile advertising can be impacted at all levels of the CDP (Consumer Decision Process) model. The general purchase decision is divided into five stages, such as causing demand, collecting information, evaluating scheme, deciding purchase and buying behavior. The Insight report shows that 79% of users say mobile advertising can attract potential consumers, 63% of users will get in-depth information through mobile ads, and about 60% of users will further decide to buy or adjust their purchase plans, further validating the impact of mobile advertising on user purchases and consumer behavior. InMobi Advertising small expert tips, pay attention to mobile advertising channels and the effective integration of advertising content, advertisers will bring more generous return on investment.

InMobi is the world's largest independent mobile advertising platform, covering 165 countries and regions in the world, to reach more than 690 million of the global mobile consumers. With more than 140 billion ads per month, China has become one of the world's most important markets for InMobi.

InMobi According to the latest situation of the development of the mobile interconnection industry, it provides the research report of reference value and guiding significance continuously for the upstream and downstream industries. The "2014 China Mobile Internet User Behavioral Insight Report" by InMobi and third-party research institutions decision fuel jointly completed. In addition, InMobi will regularly publish industry research reports Quarterly.