62% of mobile web users indulge in second screen activities

Sixty-two percent of global mobile web users indulge in multi-screen activities while watching TV, according to InMobi’sMobile Media Consumption study.

The study of 15,000 mobile web users across 14 markets found that mobile now ranks top in terms of media consumption among mobile web users, who consume 108 minutes of the average seven hours of media consumed per day via their mobile device.

The time spent on mobile topped all other devices, with consumers spending an average 93 minutes online via their PC, 92 minutes on television, 52 minutes on radio, 37 minutes on tablet and 35 minutes on magazines.

In terms of multi-screening, the study found that social media was the most likely activity for consumers to participate in (48%). Forty-six percent indulge in instant messaging, 30% play games or listen to music, while 18% stated that they search for additional information about products seen on TV.

Millennials (aged 20-34) were most likely to engage in multi-screen activities at 69%, although multi-screen behaviour was fairly consistent across numerous audience segments. read more http://www.mandmglobal.com/news/28-05-13/62-of-mobile-web-users-indulge-in-second-scre.aspx