As per report, in India consumers will spend an average of 320 minutes a day with media this year, up from 270 minutes in 2013.
The report added that people around the world will spend an average of 800 hours using the mobile internet this year – that’s equivalent to 33 days without sleep or pause, according to Zenith’s Media Consumption Forecasts, published today. By 2021 the total will rise to 930 hours or 39 full days.
The fifth edition of the Media Consumption Forecasts, surveyed 57 countries and said that people will spend a collective 3.8 trillion hours using the mobile internet this year, rising to 4.5 trillion hours in 2021.
Zenith India CEO, head global partnerships (India) Tanmay Mohanty commented: “While old medium TV remains the dominant medium, internet consumption led by mobile shows the fastest growth. There is nothing more personal to the consumer than the handset and for many in India, the first taste of media consumption comes from the small screen. Mobile consumption is only expected to go upwards with falling data prices, increased mobile penetration in tier 2 & 3markets, availability of low-cost handsets, entry of 5G networks and explosion in vernacular content formats. Marketers who adequately invest in mobile technology and mobile-first strategies will reap the rewards.”
The report said TV remains the biggest medium globally, attracting 167 minutes of viewing each day in 2019. Television viewing is predicted to fall slowly to 165 minutes a day in 2021. Television will remain the world’s favourite medium throughout the forecasts, accounting for 33% of all media consumption in 2021, down from 35% in 2019.