With a jump of 65% over earlier count last year, Airtel’s MobileTV has attested India’s growing demand for televised entertainment on portable devices. Just released report titled ‘Airtel Mobitude 2012’ reveals over 186 Million Mobile Customers in India routinely engage in TV watching on their mobile / smartphones.
Corroborating our earlier observations televised content being consumed on mobiles is now a very much mainstream activity among Indians. Airtel which owns the largest subscriber base in the country is also the most prolific one when it comes to introduction of newer & faster modes of mobile internet exclaims N Rajaram, CMO– Consumer Business, Bharti Airtel, “The data, based on the usage pattern of the country’s largest mobile customer base, reveals an exciting picture of India’s love for movies, music, gaming and social networking. The study also brings to light India’s increasing dependence on smart devices and data usage as they access a whole host of new services on the go”
What is the average consumer watching?
Despite the fact that Sony TV ranked number in Television channels, it is India’s craze for Cricket that is driving the usage. Notably the short duration 20-20 cricket matches organized by the Indian Premier League (IPL) have witnessed a jump of 46% in viewership. Additionally people are now spending 76% more time (in minutes) than last year. The report also has some other interesting insights about the viewership & consumption pattern.
The primetime on mobile is late evening. People who indulge in consumption of television content on their mobiles do so during 10-11 PM. Just like Innoz is giving SMS a fresh breath of life, regional festivals like Diwali managed to get over 1 Million MMSes moving. This translates to a jump of 145%, which was hereto unknown.
With 3 Million monthly downloads, India’s average consumer typically prefers ad-backed free content. Do you share similar patterns?
Image Courtesy | guelphmercury