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50-percent-cut-in-Newspaper-and-TV-consumption-by-2-Crore-Indian-Mobile-Internet-Users
SI Team
Wednesday, August 1, 2012
Smartphones are capturing the market and everybody is witnessing the behavioral change in the consumption pattern of the Indian consumers. The pinch of this change is felt by the newspaper and television industry at the same time. Around two crore of the estimated 4.8 crore mobile internet users in India has shifted 50 percent of their newspaper and TV time to their mobile screens for entertainment, all categories of news, travel and sports content.

This has been reviled in a recent study on mobile internet behavior and usage study conducted by ViziSense, India's online audience and ad measurement platform. Of all the mobile internet users in India, around 87 percent are online on mobile everyday and almost half of these users go online through their cellphones every 2-3 hours. The duration of these visits is recorded to be more than an hour which they mostly spend to access email (99 percent) and spend time connecting with friends in social media (95 percent).

Amit Bhartiya, Vice President and General Manager, ViziSense says, "55 percent of all daily Mobile internet users hail from outside the top eight metros. 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 shift in the consumption pattern is happening due to two new screens- Mobiles and Tablets and the categories witnessing frequent consumption including news, games and entertainment, travel, education and search. These mobile internet users are also using mobile ecommerce with almost 80 percent of them having performed some form of financial transaction through their mobile phone-payment of utility bills, purchase of products and services, and others, and 28 percent of mobile internet users have even used mobile money.
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