The world is increasingly headed towards the mobile screen and with the ever-changing and more sophisticated platforms coming into play, consumers are shifting their media consumption preferences to the platform that affords quick interaction and mobility.
According to the recently concluded Mobile Internet Behaviour & Usage Study by ViziSense, Komli Media's online audience and ad measurement platform, two crore of the estimated 4.8 crore mobile internet users (according to IAMAI in its August 2011 Mobile Internet in India report) have shifted 50 per cent of their newspaper and television time to their mobile screens. It finds the choice of content spanning across categories such as entertainment, news, travel and sports.
The study has been put together through the results of an online survey conducted with ViziSense India online panellists (internet users with mobile phones) and has recorded responses from 2,024 users who access the internet through their mobile phones.
Of all mobile internet users in India, 87 per cent are found to be online on mobile every day. The study finds that almost half of these users go online with their mobile devices every two-three hours and the duration of the visits is more than an hour. Sixty per cent of these users have been online on this medium for over a year already.
The behaviour is largely triggered by the access to fast mobile internet and a personal screen, which allows users to consume content without having to share the medium and even choosing the content at leisure (as against television or even newspapers).
Interestingly, 70 per cent of the daily mobile internet users fall in the age bracket of 20-34 years; the young group that a marketer will want to target.
The tablet revolution is also taking the mobile internet space by storm. The study finds that while access to email (99 per cent) and social media (95 per cent) are the primary drivers of mobile internet, tablets are increasingly finding favour when it comes to frequent or daily consumption of content that includes news, games and entertainment, travel, education and search.
The study reveals 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.
Talking to afaqs!, Amit Bhartiya, vice-president and general manager, ViziSense, says, "The number of people who own tablets is not a small number. With larger screens and fast internet-on-the-go, the tablet is going to be your next best friend. Media owners will have to watch out for this."
What is noteworthy is that a majority of the respondents want to additionally buy tablets, and so the mobile phone is not being replaced very soon.
"Much like the West, Indians have actually created the need for a third screen after computers and mobile phones," Bhartiya says.
The study also finds that the users are warming up to mobile commerce with almost 80 per cent of them having performed some form of financial transaction through their mobile phones and 28 per cent having even used 'mobile money'. This further cements the fact that there is increased confidence among users to spend money online.
Bhartiya further states, "Fifty five per cent of all daily mobile internet users hail from outside the top eight metros. Whilst limited access to branded products was the reason that these regions saw early adoption of e-commerce, errant electricity is one of the reasons why mobile internet is majorly scoring for users from these cities, while reducing their dependence on television as a medium, particularly for news and entertainment."
According to him, with the proliferation of platforms, marketers need to find audiences using these devices and work on the engagement factor around them. Media owners have to be present across media and reinvent the package they offer that is relevant to the various screens, Bhartiya notes.