MUMBAI: Reflecting a drastic change in media consumption levels, around 20 million mobile internet users have reduced their newspaper and TV consumption by 50 per cent, according to a study by ViziSense, Komli Media’s online audience measurement platform.
The study also states that 40 per cent of the audience, that is 20 mn of the estimated 48 million mobile internet users (according to IAMAI in its August 2011 Mobile Internet in India report) prefer to access newspapers and related content on their mobile screens signifying a change with consumers shifting their media consumption preferences to the platform that affords quick interaction and mobility. 87 per cent of the total mobile internet users in India are noted to be online everyday.
The study also notes that almost half of the users go online with their mobile devices every two-three hours and duration of the visits is more than an hour. 60 per cent of these users have been online on this medium for over a year already.
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The behaviour is said to have increased significantly due to easy access to fast mobile internet and a personal screen, which allows users to consume content without having to share the medium and even choose the content at leisure. In a positive move for the marketers, 70 per cent of the daily mobile internet users fall in the age bracket of 20-34 years making it easier for them to target the youth.
The mobile internet space is also beginning to witness the entry of tablets with the device finding favour in daily consumption of content including news, games, entertainment, travel, education and search, but email (99 per cent) and social media (95 per cent) still remain the primary drivers of mobile internet. The study also revealed that 14 per cent of the mobile internet users already own a tablet, while another 60 per cent plan to buy a tablet soon. Interestingly, 55 per cent of these aspirants belong to regions outside the top eight metros.
The study was based on the results of an online survey and has recorded responses from 2,024 users who access the internet through their mobile phones.
