According to the recent Mobile Media Consumption Report for India by InMobi, mobile web users in India are increasingly influenced by mobile, with nearly a third of their media consumption time being spent on mobile devices. The study revealed that dual or second screening, the phenomenon of users spending time on additional electronic devices while watching TV, continues its upsurge.
As per the report, 63% of users now actively spend time on mobile device while watching TV, compared to 26% in 2012. Around 57% of users engage in social networking while watching TV. While 79% of Indian mobile web users plan to conduct m-commerce in the next 12 months, 65% of Indian mobile web users are now as comfortable with mobile advertising as they are with TV or online advertising. The report also revealed that 80% users noticed mobile ads on their smartphone, while a majority 48% of users experience these ads on mobile apps specifically.
Commenting on the insights, Phalgun Raju, Vice President and General Manager, India, and Southeast Asia at InMobi said, “The tiny mobile phone has overtaken the mighty TV in India from a media consumption perspective. With over 850 million active mobile connections in India*, the mobile marketing channel presents marketers an unprecedented opportunity to engage with the always-connected consumers. The onus is now on brands and content agencies to create compelling, engaging mobile rich media to capture consumers’ attention.”