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InMobi study reveals that Indians love mobile phones more than TV
MUMBAI: The Indian television industry which is pegged at a humongous Rs 37,000 crore (KPMG at India analysis 2012) may have some reason to worry if the latest study by Bangalore based independent mobile advertising network InMobi is to be believed. The study which is part of its – Mobile Media Consumption Report – claims that Indians prefer mobile phones over TV! It covered 2,004 respondents nationally.
According to this InMobi study, dual or second screening, the phenomenon of users spending time on additional electronic devices while watching TV, continues its upsurge. This implies that the number of hours a consumer spends on his mobile phone is rising rapidly and is also invading his TV viewing space. Take a look at some of the intriguing revelations.
63 per cent of users now actively spend time on a mobile device while watching TV, compared to 26 per cent in 2012. Now, that is quite a jump.
57 per cent users engage in social networking while watching TV.
79 per cent of Indian mobile web users plan to conduct m-commerce in the next 12 months.
65 per cent of Indian mobile web users are now as comfortable with mobile advertising as they are with TV or online advertising
80 per cent noticed mobile ads on their smartphone, while a majority of 48 per cent users experience these ads on mobile apps specifically.
Observing these trends, InMobi vice president & general manager India and south east Asia Phalgun Raju stated: “The tiny mobile phone has overtaken the mighty TV in India from a media consumption perspective. With over 850 million active mobile connections in India, the mobile marketing channel presents marketers an unprecedented opportunity to engage with the always-connected consumers. The onus is now on brands and content agencies to create compelling, engaging mobile rich media to capture consumers‘ attention.”
The study, developed with Decision Fuel, finds that mobile web users in India are increasingly influenced by mobile, with nearly a third of their media consumption time being spent on mobile devices.
Raju concludes: “The Indian app market is showing strong growth, as smartphone penetration continues to accelerate with lower and lower price points and mobile consumers turn to apps. Our research shows that on an average 7.1 apps are actively used by Indian consumers over a 30-day period. This has huge implications for both publishers and advertisers as they seek to garner an audience for their offerings and monetise through advertising.”
Interestingly, most broadcasters are now engaging with their viewers on social networking platforms like Facebook, Twitter, YouTube and have also launched several mobile apps to seek the attention of the ever so easily distracted audience.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
