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20 mn mobile internet users have cut their newspapers and TV consumption: ViziSense
MUMBAI: According to the Mobile Internet behavior and usage study conducted by ViziSense, 20 million of the estimated 48 million mobile internet users have cut their newspapers and TV consumption by 50 per cent.
ViziSense is an Indian online audience and ad measurement platform.
The study reveals that on the mobile screen what‘s being consumed is – entertainment, all categories of news, travel and sports content. Of all mobile internet users in India (estimated at 48 million by IAMAI in their August 2011 Mobile Internet in India report), 87 per cent are online on mobile every day. Almost half of these users go online through their cellphones every 2-3 hours and the duration of these visits is more than an hour. Almost 60 per cent of these users have been on this medium for over a year already.
This study has been put together through the results of an online survey conducted with ViziSense India online panelists (Internet users with mobile phones) and has recorded responses from 2,024 users who access Internet through their cellphones, the company said.
With access to email (99 per cent) and social media (95 per cent) being the primary drivers of mobile internet, consumption of content is starting to shift in favour of the two new screens – Mobiles and Tablets and the categories which see frequent or daily consumption include news, games and entertainment, travel, education and search (almost 50 per cent mobile internet users access this content through their cellphones v/s. other categories).
These users are also easing into mobile ecommerce with almost 80 per cent of the users having performed some form of financial transaction through their mobile phone – payment of utility bills, purchase of products, services and 28 per cent of mobile internet users have even used ‘mobile money‘.
The study reveals that the penetration of tablets and its rising demand is keeping the entire IT industry and media industry excited. The survey also revealed that 14 per cent of these users already possessed a tablet while another 60 per cent of the users plan to buy a tablet soon. (55 per cent of these aspirants hail from outside the top eight metros).
ViziSense VP and GM Amit Bhartiya said, “55 per cent of all daily mobile internet users hail from outside the top eight metros. Whilst limited access to branded products was the reason that these regions saw early adoption of ecommerce, errant electricity is one of the reasons why mobile internet is majorly scoring for users from these cities while reducing their dependence on TV as a medium for especially news and entertainment. The survey establishes two major trends- the shift in screens is for real and that English print is migrating to mobile phones through WAP sites and applications, especially around lifestyle, travel and sports content”.
The survey also tracked the usage by the 18 per cent women subset within this group of mobile internet users and revealed that women outscore men when it comes to accessing books or education, entertainment and travel-related content through their cellphones.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
