Mobile TV viewing surpasses linear broadcasting on TV, reveals InMobi.

By TelecomLead Team: Mobile has surpassed TV in terms of time spent, with mobile
web users spending 27 percent of their media time on mobile, 32 percent on
while and  only 22 percent users spends their media time on TV, according
to a survey by InMobi.

The survey notes that mobile consumers now recognize the
impact of mobile advertising on purchase behavior and their willingness to
transact over mobile.

42 percent respondents claims that mobile advertising has
introduced them to something new, while 76 percent says that they will plan to
conduct mCommerce activities within the next  year.

The survey reveals mobile, PCs, and TV are the most powerful
media that influence the purchase decision among mobile users, as 66 percent of
mobile users shows their comfort with mobile advertising as they are with TV or
online advertising.

23 percent of respondents indicate that mobile ads save time
and money; whilst 14 percent of respondents say mobile ads have influenced them
to buy via mobile.

 InMobi said that availability, ease of use, and
privacy are the top three driving factors to be on mobile.

In addition, social media, entertainment, and search are the
top three mobile media activities among mobile web users. This popularity will
continue to grow in the next 12 months

“Mobile devices are redefining the media landscape
across the world. As we move into 2012, we will continue to see these trends
rapidly accelerate as consumers rely ever more heavily on their mobile device.
While the opportunities to exploit mobile media remain strong, the stakeholders
across the industry will be confronted with ongoing questions and challenges
which need to be addressed in order to meet the growing expectations of the
customer,” said Naveen Tewari, CEO, InMobi.

A few months back, video
service management specialists QuickPlay Media said that the trend of viewing
live and on demand programming on devices smartphones and tablets is
accelerating in the U.K.

76 percent of 18-44 year olds are watching more TV on these
devices than just one year ago.

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