Mobile has surpassed TV for mobile Web users in Hong Kong, according to the results of InMobi's network data and media consumption research for Hong Kong.

InMobi, the world's largest independent mobile advertising network, notes that its ad network served one billion ad impressions in Hong Kong in the fourth quarter of 2011 (Q4 2011).

Findings of the research indicate that 80 percent of these impressions were served on smartphones.

On average mobile Web users in Hong Kong consume six hours of media daily and the mobile device is the preferred method of going online for one in three mobile Web users.

"We expect to see continued growth in mobile use in Hong Kong largely driven by social media and entertainment," said Phalgun Raju, regional director and general manager for Southeast Asia, Hong Kong and Taiwan.

"As InMobi continues its rapid growth in this region, we look forward to substantially contributing to the growth of the Hong Kong mobile advertising ecosystem."

Impacts consumer behaviours

Mobile impacts consumer behaviours throughout the purchase path and 39 percent of those surveyed said they have been introduced to something new via mobile advertising.

Eighteen percent got better options and 13 percent reconsidered a product via mobile advertising.

Mobile device usage is throughout the day with 61 percent of mobile Web users admitting to use their device while waiting for something.

InMobi's research identified convenience as the biggest driver of mobile services usage. Forty one percent of users said they use mobile services for their ready access, 41 percent for ease of use and 25 percent out of boredom.

Gaming and entertainment are the dominant activities on mobile and mobile Web users spend 20 percent of their time on their mobile devices on gaming.

Nineteen percent of those surveyed use mobile devices for music or videos; 18 percent for social; 15 percent for general information; and 11 percent use them for e-mail.        

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