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Multiscreen viewing hits 62%

Mobile web users now spend more time per day consuming media on their mobile device than on TV, with 62% engaging with a second screen while watching TV, according to a new study by mobile ad network InMobi. 

The global study, which quizzed 15,000 mobile web users in 14 markets, found that respondents spent an average 108 minutes consuming media on their mobiles per day, compared to 93 minutes online and on PC and 92 minutes on TV. Tablet consumption ranked at 37 minutes per day.

InMobi also said that 62% of mobile web users indulge in multi-screen activities while viewing TV. Among those aged 20-34, second-screen viewing was even higher at 69%.

Social media is the most likely activity that a consumer will participate in while ‘multi-screening’ at 48%, the study found. Some 30% said they play games or listen to music and 18% said they search for additional information about products seen on TV.

“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,” said InMobi’s VP of global marketing Shrikant Latkar.