Survey places mobile ahead of TV for media consumption

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."

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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.