Less TV for India
By Sumir Singh
ViziSense is India’s leading online audience and ad measurement platform that tracks, analyzes and reports valuable insights across the digital landscape. Launched almost 4 years back, the ViziSense methodology involves collation & triangulation of online browsing behavior from a 135,000 India panel and cookie-level data from hundreds of publisher tags, using the hybrid approach for cookie-deletion. ViziSense is powered by Komli Media’s technology.
According to ViziSense research, 2 Crore Mobile Indian internet users have cut their Newspapers and TV consumption by 50%
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.
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 a year already.
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).