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What Do Indians Love – Mobile Phone or TV?

Mobile advertising network InMobi today released the findings of its Mobile Media Consumption Report for India.

The study, developed with Decision Fuel, finds that mobile web users in India are increasingly influenced by mobile, with nearly a third of their media consumption time being spent on mobile devices.

According to this InMobi study, dual or second screening, the phenomenon of users spending time on additional electronic devices while watching TV, continues its upsurge.

[ Also Read: 10 Reasons I Like Indian TV Shows ]

Key findings:

  • 63% of users now actively spend time on mobile device while watching TV, compared to 26% in 2012
  • 57% users engage in social networking while watching TV
  • 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
  • 80% noticed mobile ads on their smartphone, while a majority 48% of users experience these ads on mobile apps specifically.

“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,” said Phalgun Raju, VP, India and Southeast Asia at InMobi.

[ Also Read: 10 Simple Reasons I Love My Country India ]

This research among Indian mobile web users was conducted as part of a global study to understand mobile media consumption and how it has changed over time. According to the company, 15,000 respondents across 14 markets globally were used; of these 2004 were mobile users in India.

InMobi recruited respondents via its Indian mobile ad network, and used Decision Fuel’s mobile web platforms to collect a representative sample. The mobile media consumption study was focused on those who use mobile media including native apps. The findings from the study were released today, May 13.

Comments from RMN Digital: Many companies keep releasing such sensational reports to create avoidable hype in the markets in which they operate. Either these are arm-chair reports or done with flawed samples. They do not indicate any true market trends. In the above case, for example, the company is trying to highlight mobile media consumption pattern of 850 million in a country of 1.25 billion people with a laughable sample size of just over 2,000. It’s ridiculous. You can simply ignore such reports.

Photo courtesy: InMobi

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