India's mobile internet users spend 33% of their media time on mobile devices, consuming content on the move at a greater rate than by watching television (27%), according to a new survey from independent mobile advertising network InMobi.
Over 2,200 respondents across India said they spend an average of 94 minutes per day on their internet-connected mobile phone or tablet for content consumption, excluding time spent on voice calls or SMS.
Around 41% of respondents said they consume entertainment via their mobile devices rather than with conventional television sets; 58% found information out via their mobile devices rather than 20% with the TV; and 72% said they communicated via their mobiles rather than 16% on their desktop or laptop computers.
InMobi found 72% of all mobile internet users in India now use their mobiles as their exclusive or primary means of accessing the web.
"It is not entirely surprising to find that mobile has become an inseparable part of Indian consumers' lives. The results underline the sweeping changes taking place in media consumption habits across the world, more so in India," said Atul Satija, vice president and managing director, InMobi Asia Pacific.
"Businesses that will succeed in the next 3-5 years will be the ones that are able to fully comprehend the power of the medium and harness its potential."