Not surprising. If recent study by ViziSense is any indication about the media consumption pattern of mobile internet users then Print and TV media is worst hit and there is lot to cheer for web entrepreneurs.
In the study it is very apparent that the Indian mobile users have switched their loyalties and cut down on TV and newspaper consumption. Over 20 million Mobile internet users have cut their Newspapers and TV consumption by 50%.
Out of estimated 48 Million (Aug ’11) mobile internet users in India over 87% people go online every day which is huge by all benchmarks. And it is not just one of the cases. Users go online every 2-3 hours and stay tuned on an average for 1 Hour.
The top reason for going online are checking Email and social networking. With the new smartphone and tablet invading the market, consumers now have more access to very affordable and easy to use gadgets. 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).
Two other most significant finding of the study are –
- The consumers are using the mobile platform to carry the fiinacial transactions which has been a huge challenge for e-commerce portals
- Over 55% of the users are from outside the top 8 metros
These numbers are a positive indication for the online entrepreneurs. It signifies that there is huge opportunity and they are not only limited to certain regions or their business restricted to any particular area.
Does this signify the death of print or other mediums?
Well, that would be a pre-assumption and too early to say. If current data from IRS are to be believed then print has grown. People are consuming more print. The language newspapers have gained. So it is not really a trend but eventually over the period of time the switch is bound to happen.
As people are more on move and have lesser time for traditional media the consumption on move will increase. Sighting the shift in consumption patterns more and more media houses are taking their content online.
The survey just reaffirms the believe in the new emerging media and ocean of opportunities which lie ahead.