InMobi: 62 per cent of mobile web users multi-screen while watching TV

Social media is the most common activity, though 18 per cent search for products they see on TV.
Mobile advertising network InMobi has surveyed 15,000 mobile web users across 14 markets and finds that mobile ranks first in media consumption among mobile web users. In fact, they now consume 108 minutes of the average seven hours of media consumed per day via their device.
62 per cent of respondents engage in multi-screen activities while viewing TV, with 48 per cent engaging in social media while watching the box. Additionally, 46 per cent use instant messaging, 30 per cent play games or listen to music, and 18 per cent search for products they see on TV.
The multi-screen trend spiked to 69 per cent for 20-34 year-olds (millennials), and InMobi notes the chance for brands to reach wide audiences is huge. Meanwhile, 75 per cent of all respondents revealed they had discovered something new about a product via their mobile, and 45 per cent said mobile had influenced their in-store purchases.
Shrikant Latkar, VP of global marketing at InMobi, said: "The growing trend of multi-screen viewing provides a valuable opportunity for marketers to connect with television viewers through mobile devices. TV viewers are already using mobile devices while they watch programmes on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones.
"It’s imperative that marketers develop and execute a multi-screen strategy to provide a deeper brand experience that reaches across multiple channels and devices. Consumers are beginning to demand content that is relevant for the context they are in, and we believe that marketers can significantly increase engagement time and interaction if they implement savvy multi-screen strategies. Forward thinking marketers have already started to plan their media buying activity holistically across TV, print, digital and mobile, and we expect this trend to accelerate in the coming year."

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