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Mobile surpasses TV as preferred medium to spend time: Survey
MUMBAI: The amount of time that consumers spend on mobile and internet has surpassed that of television, according to Mobile Media Consumption Q4 2011 Survey conducted by independent mobile ad network InMobi.
The key highlights of the survey says that on any given day, mobile web users spend 27 per cent of their media time on mobile, 22 per cent on TV and 32 per cent online. Availability, ease of use, and privacy are the top three driving factors to be on mobile, it adds.
The survey says mobile consumers recognise the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile with 42 per cent of respondents indicating that mobile ads have introduced them to something new, 23 per cent of respondents indicating that mobile ads saves time and money, and 14 per cent of respondents indicating that mobile ads have influenced them to buy via mobile.
Mobile, PCs, and TV are the most powerful media that influence the purchase decision among mobile users with 66 per cent of mobile users indicating that they are comfortable with mobile advertising as they are with TV or online advertising.
The survey notes that the social media, entertainment, and search are the top three mobile media activities among mobile web users, which will continue to grow in the next 12 months.
InMobi CEO Naveen Tewari says of the survey‘s findings, “Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. 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.”
InMobi recruited respondents via its global mobile ad network between September and November 2011, and used Decision Fuel’s and On Device Research’s mobile web platforms to collect a representative sample, including a full range of smart-phone & feature phone users. The sample was weighted according to available mobile web demographics and included 20,000 mobile consumers in 18 markets across all continents.
The intention of the survey was to strengthen InMobi’s thought leadership position in the mobile ad network space by providing agencies, publishers and advertisers with the latest, cutting-edge research on media consumption habits of consumers on mobile devices.
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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.
