Dual or second screening, when users spend time on additional electronic devices while watching TV, has jumped 63% in the past year in India, according to a new study from mobile advertising network InMobi.
The Mobile Media Consumption Report, which surveyed 2,004 people across India, showed that 57% of respondents now engage in social networking while watching TV.
The study also found that 79% of Indian mobile Web users plan to conduct m-commerce in the next year, and 65% are now as comfortable with mobile advertising as they are with traditional TV or online advertising.
"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," said Phalgun Raju, vice president and general manager India and Southeast Asia, InMobi.
"The onus is now on brands and content agencies to create compelling, engaging mobile rich media to capture consumers' attention," he added.
The study, developed for the Bangalore-based company with Decision Fuel, shows that a third of respondents' media consumption time was spent using a mobile device.