6/21/13
More than six in 10 mobile Web users (62%) engage in multiscreen activities while watching TV, according to InMobi. Top activities are social networking and text messaging. About one in five look for information about products or shows they’re seeing on TV. Millennials (ages 20-34) are more likely than those in other age groups to engage in multiscreen activities (69%).
Mobile media use accounts for more than a quarter of all daily media consumption among users of mobile Web. The majority of mobile Web users are at least as comfortable with mobile ads as they are with ads in other media, and 29% find them useful.
Source: “Multi-screening: The Who, What, and When for Marketers,” May 2013, InMobi, Shrikant Latkar, VP Marketing, 475 Brannan St., San Francisco, CA 94107; 650-585-4627; www.inmobi.com. Price: Available online at no charge.
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