Independent Mobile Ad Network Reports that 62% of mobile web users indulge in multi-screen activities while watching TV.
InMobi, an innovator in mobile advertising and one of the largest independent mobile advertising networks, has unveiled its first global report into multi-screen viewing behaviour.
The study surveyed 15,000 mobile web users across 14 markets and provides marketers with valuable insight into the ways in which consumers engage with content across multiple screens.
The report uncovers that mobile now ranks first in media consumption among mobile web users, who now consume 108 minutes of the average seven hours of media consumed per day via their mobile device.
The global study revealed that 62% of mobile web users indulge in multi-screen activities while viewing TV, with social media as the most likely activity that a consumer will participate in while multi-screening (48%). Key highlights of the study included the suggestion that 46% of respondents indulge in instant messaging, 30% reported playing games or listening to music and 18% reported searching for additional information about the products seen on TV.
Multi-screen behaviour was fairly consistent across numerous audience segments, however Millennials aged 20-34, were most likely with 69% showing multi-screen behaviour. The clear acceptance across numerous audience groups offers a breadth of opportunity for brands that are looking to capitalise on a broad audience segment.
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 programs on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones."
The global research also found that three quarters (75%) of respondents had discovered something new about a product via their mobile device and nearly half (45%) stated that mobile had influenced their in-store purchase behaviour. As consumer acceptance of mobile continues to develop, marketers should expect increased opportunities to come out of multi-screen commerce
Shrikant added: "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."
