According to a recent Mobile Internet behavior & usage study conducted by ViziSense, around 2 Crore of the estimated 4.8 crore Mobile Internet users have shifted 50% of their newspaper and TV time to their mobile screens. Around 87% of these users are online on mobile every day and almost half of these users go online through their cellphones every 2-3 hours. Around 60% of these users have been using this medium for over a year already.
As the primary drivers of mobile internet are email (99%) and social media (95%), consumption of content is starting to shift in favor of Mobiles and Tablets. The categories which see frequent or daily consumption include News, Games and Entertainment, Travel, Education and Search (almost 50% Mobile Internet users access this content through their cellphones v/s. other categories).
Mobile eCommerce is another service highly used by Mobile Internet users. Almost 80% of the users have performed some form of financial transaction through their mobile phone – payment of utility bills, purchase of products and services, etc. and 28% of mobile internet users have used ‘mobile money’.
Around 14% of users already possess a tablet while another 60% of the users plan to buy a tablet soon. The survey also tracked the usage by the 18% women subset within this group of Mobile Internet users and what stood out is that women outscore men when it comes to accessing books or education, entertainment and travel-related content through their cellphones.
Amit Bhartiya, VP & GM – ViziSense said “55% of all daily Mobile Internet users hail from outside the top 8 metros. Whilst limited access to branded products was the reason that these regions saw early adoption of ecommerce, errant electricity is one of the reasons why mobile internet is majorly scoring for users from these cities while reducing their dependence on TV as a medium for especially news and entertainment. The survey establishes 2 major trends; the shift in screens is for real and that English print is migrating to mobile phones through WAP sites and applications, especially around lifestyle, travel and sports content”.
ViziSense is India’s leading online audience and ad measurement platform that tracks, analyzes and reports valuable insights across the digital landscape. By providing access to refined audience segments, ViziSense helps publishers, marketers and agencies with competitive intelligence about audiences for over thousands of websites.