Mobile phones make up the largest proportion of media consumption among mobile web users, according to a report from mobile ad network InMobi.

Mobiles account for 108 minutes of the average seven hours of media consumed per day, outstripping desktop usage (93 minutes per day) and TV (92 minutes). Tablets (37 minutes) were the fifth highest medium by time spend, not far behind radio (52 minutes).

The study, which surveyed 15,000 mobile web users across 14 markets globally, also found that 62 per cent of mobile web users indulge in multi-screen activities while viewing TV. Social media proved the most popular second-screen activity (48 per cent) – but 18 per cent reported searching for additional information about the products theyd seen on TV.

Those aged 20-34 are the most likely segment to engage in multi-screen behaviour, at 69 per cent, but adoption seems to be fairly consistent across the board.

An impressive 75 per cent of respondents said they had discovered something new about a product via their mobile device, and 45 per cent said mobile had influenced their in-store purchase behaviour.

“The growing trend of multi-screen viewing provides a valuable opportunity for marketers to connect with television viewers through mobile devices,” said Shrikant Latkar, VP of global marketing at InMobi. “It’s imperative that marketers develop and execute a multi-screen strategy to provide a deeper brand experience that reaches across multiple channels and devices.

“Consumers are beginning to demand content that is relevant for the context they are in, and we believe that marketers can significantly increase engagement time and interaction if they implement savvy multi-screen strategies. Forward-thinking marketers have already started to plan their media buying activity holistically across TV, print, digital and mobile, and we expect this trend to accelerate in the coming year.”