Mobile media surpasses TV consumption in India: InMobi

Mobile internet users in India spend 33 percent of their media time on mobile higher than any other media, including TV which received 27 percent of the media time by 2,200 respondents across the country, says InMobi, a mobile ad network company.

The survey was conducted by the company in 18 markets across the country. The surveyed 2,200 respondents spend an average of 94 minutes per day on their mobile for content consumption, excluding time spent on SMS or voice calls.

The mobile phone steadily scored higher than other medium across a variety of activities for mobile internet users in India. These include entertainment (41 percent on mobile compared to 26 percent on TV), information access (58 percent on mobile compared to 20 percent on TV), communication (72 percent on mobile compared to 16 percent on desktop and laptops) and shopping, including activities related to shopping such as search (27 percent on mobile compared to 19 percent on desktop and laptops).

The survey also figured out that 72 percent of all mobile internet users in India use their mobile as their primary means of accessing the web.

With this India has outscored nations such as South Korea, Singapore and Australia on mobile centricity, a measure of relative importance of mobile compared to other media.

''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,'' said Atul Satija, VP and MD, InMobi, Asia Pacific.

50 percent of the Indian consumers who haven't engaged in mobile commerce yet, revealed that they plan to do so in the next 12 months.