South Africans favour mobiles over TV: Survey

By Drum Digital
29 February 2012

South Africans spend more time on their mobile devices than they do watching television to listening to the radio, according to a Mobile Media Consumption survey.

On any given day, mobile web users spend 30 percent of their media time on mobile devices, 29 percent on television and 20 percent listening to the radio, mobile advertising network InMobi said in a statement.

"Availability, ease of use, and privacy are the top three driving factors to be on mobile," it said.

"Social media, entertainment, and games are the top three mobile media activities among mobile web users. This popularity will continue to grow in the next 12 months."

The survey also revealed that 79 percent of mobile users were as comfortable with mobile advertising as they were with television or online advertising.

Mobile devices were redefining the media landscape across the world, InMobi CEO Naveen Tewari said in a statement.

"While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer."

Respondents to the survey were recruited on global mobile advertising networks between September and November.

The sample was calculated according to available mobile website demographics and included 20,000 mobile consumers in 18 markets across all continents.

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