Mobile surpasses TV as preferred medium to spend time: Survey

MUMBAI: The amount of time that consumers spend on mobile and internet has surpassed that of television, according to Mobile Media Consumption Q4 2011 Survey conducted by independent mobile ad network InMobi.

The key highlights of the survey says that on any given day, mobile web users spend 27 per cent of their media time on mobile, 22 per cent on TV and 32 per cent online. Availability, ease of use, and privacy are the top three driving factors to be on mobile, it adds.

The survey says mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile with 42 per cent of respondents indicating that mobile ads have introduced them to something new, 23 per cent of respondents indicating that mobile ads saves time and money, and 14 per cent of respondents indicating that mobile ads have influenced them to buy via mobile.

Mobile, PCs, and TV are the most powerful media that influence the purchase decision among mobile users with 66 per cent of mobile users indicating that they are comfortable with mobile advertising as they are with TV or online advertising.

The survey notes that the social media, entertainment, and search are the top three mobile media activities among mobile web users, which will continue to grow in the next 12 months.

InMobi CEO Naveen Tewari says of the survey‘s findings, "Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer."

InMobi recruited respondents via its global mobile ad network between September and November 2011, and used Decision Fuel?s and On Device Research?s mobile web platforms to collect a representative sample, including a full range of smart-phone & feature phone users. The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents.

The intention of the survey was to strengthen InMobi?s thought leadership position in the mobile ad network space by providing agencies, publishers and advertisers with the latest, cutting-edge research on media consumption habits of consumers on mobile devices.

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories