Two Crore Mobile internet users cut Newspapers , TV consumption by half: ViziSense

The screens are changing and English print is seeing the biggest impact. 2 Crore of the estimated 4.8 crore Mobile Internet users have shifted 50% of their newspaper and TV time to their mobile screens and what’s being consumed is – entertainment, all categories of news, travel and sports content. This got established in the recently concluded Mobile Internet behavior & usage study conducted by ViziSense, India’s leading online audience and ad measurement platform.

Of all mobile internet users in India (estimated at 4.8 crores by IAMAI in their August 2011 Mobile Internet in India report), a huge 87% are online on mobile every day. Almost half of these users go online through their cellphones every 2-3 hours and the duration of these visits is more than an hour. Almost 60% of these users have been on this medium for over an year already.

This Study has been put together through the results of an online survey conducted with ViziSense India online panelists (Internet users with mobile phones) and has recorded responses from 2,024 users who access Internet through their cellphones.

With access to email (99%) and social media (95%) being the primary drivers of mobile internet, consumption of content is starting to shift in favour of the 2 new screens – Mobiles and Tablets and the categories which see frequent or daily consumption include News, Games and Entertainment, Travel, Education and Search (almost 50% Mobile Internet users access this content through their cellphones v/s. other categories).

These users are also easing into mobile ecommerce with almost 80% of the users having performed some form of financial transaction through their mobile phone – payment of utility bills, purchase of products and services, etc. and 28% of mobile internet users have even used ‘mobile money’.

The penetration of tablets and its rising demand is keeping the entire IT industry and media industry excited. The survey also revealed that 14% of these users already possessed a tablet while another 60% of the users plan to buy a tablet soon. (55% of these aspirants hail from outside the top 8 metros)

Commenting on the findings of the survey, Amit Bhartiya, VP & GM – ViziSense said “55% of all daily Mobile Internet users hail from outside the top 8 metros. Whilst limited access to branded products was the reason that these regions saw early adoption of ecommerce, errant electricity is one of the reasons why mobile internet is majorly scoring for users from these cities while reducing their dependence on TV as a medium for especially news and entertainment. The survey establishes 2 major trends; the shift in screens is for real and that English print is migrating to mobile phones through WAP sites and applications, especially around lifestyle, travel and sports content”.

The survey also tracked the usage by the 18% women subset within this group of Mobile Internet users and what stood out is that women outscore men when it comes to accessing books or education, entertainment and travel-related content through their cellphones.

Leave a Reply