InMobi Study Reveals That Indians Love Mobile Phones More Than TV

Published on May 13, 2013

Indian Mobile Web Users Spend an Average 2.25 Hours a day Using Their Mobile Device

BANGALORE, May 13, 2013: InMobi, the largest independent mobile advertising network, 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 consumptiontime 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.

  • 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.

Observing these trends, Phalgun Raju, Vice President and General Manager, India, and Southeast Asia at InMobi comments: "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."

Phalgun Raju concludes: "The Indian app market is showing strong growth, as smartphone penetration continues to accelerate with lower and lower price points and mobile consumers turn to apps. Our research shows that on an average 7.1 apps are actively used by Indian consumers over a 30-day period. This has huge implications for both publishers and advertisers as they seek to garner an audience for their offerings and monetize through advertising."

Resources: Infographic: Indian Mobile Media Consumption

Infographic: Global Mobile Media Consumption

Whitepaper: Global Mobile Media Consumption Wave 2 Study * Telecom Regulatory Authority of India, October - December 2012

About the research

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. 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.

About InMobi

InMobi has been recognized by MIT Technology Review as one of 50 Disruptive Companies of 2013. InMobi platforms enable the world's leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 691M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetise their mobile apps and their mobile websites across the globe. With offices in multiple continents, InMobi provides global reach with local service and support. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. Developers can start monetizing instantaneously by downloading our SDK - http://www.inmobi.com/SDK To learn more, please visit www.inmobi.com, follow us on Twitter @InMobi, or discover the latest mobile insights at www.inmobi.com/insights/

Primary Media Contact: Mital Goel, mital.goel@inmobi.com, 44-207-492 7000 Secondary Media Contact: Bikash Chowdhury, bikash.chowdhury@inmobi.com, 91-98451-95100

Press Contact

For any media queries, please contact Sharon Menezes at sharon.menezes@inmobi.com, or call on (+91) 9632664401