Mobile has surpassed TV in terms of time spent, according to a survey from mobile ad network InMobi – with mobile web users using mobile for 27 per cent of their media time, and 22 per cent on TV. Online is still king, however, taking up 32 per cent of users time on media.

Other findings from InMobis Mobile Media Consumption Q4 2011 survey, which questioned over 20,000 consumers worldwide, include that 66 per cent of mobile users are just as comfortable with mobile advertising as TV or online ads. 42 per cent of respondents, meanwhile, claimed that mobile advertising had introduced them to something new and 14 per cent had been influenced by mobile ads to buy via mobile.

“Mobile devices are redefining the media landscape across the world,” says Naveen Tewari, CEO, InMobi. “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.”

Social media, entertainment, and search are the top three mobile media activities among mobile web users. 76 per cent, meanwhile, intended buy something via mCommerce within the next year.