Survey places mobile ahead of TV for media consumption

InMobi disclosed its global mobile media consumption report, which points out some interesting insights into the mobile usage by Indian users. The survey was conducted in 18 markets, and went on to reveal that 33 percent users spend their media time on their mobile devices, which is even higher than 27 percent who spend media time on their TV. More than 2,200 respondents were covered across the nation and these users spend an average of 94 minutes each day on mobile content consumption, which is exclusive of the time spent on texting and making calls.

Mobile surpasses TV for media consumption

Mobile usage scored higher, than any other mediums like television and laptop. For instance, 41 percent spend time on mobile entertainment, compared to 26 percent who preferred TV. 72 percent depend on mobile for communication, obviously, compared to 16 percent on laptop/desktop. For information access, 58 percent users opted for mobile access, compared to 20 percent on TV. One of the reasons for a greater time spend on mobile could be people were found to be indulging in a lot of mobile data consumption, during their commute to work, or elsewhere.

Atul Satija, Vice-President and Managing Director of InMobi Asia Pacific, said, “It is not entirely surprising to find that mobile has become an inseparable part of Indian consumers’ lives. The results underline the sweeping changes taking place in media consumption habits across the world, more so in India. Businesses that will succeed in the next 3 to 5 years will be the ones that are able to fully comprehend the power of the medium and harness its potential."

This survey shows that mobile activity is widespread and India outscores other developing nations on mobile centricity. The survey further shows that 3 out of 4 mobile users surveyed find mobile advertising useful and 60 percent prefer transactions using mobile devices. Furthermore, 50 percent Indians who haven’t engaged in mobile commerce, plan to do so in the next one year. This survey was conducted September and November 2011 using Decision Fuel and On Device Research platforms.