Mobile web users now spend more time consuming media on smartphones than they do watching TV, according to research by ad network InMobi.

Britans mobile data users consume an average nine hours of media a day – 2 hours, 47 minutes of which is spent on mobile, compared to 2 hours, 24 minutes watching TV.

Its a similar story in the US, where mobile web users also spend nine hours consuming media, and where mobile (2 hours, 24 minutes) again outpaces TV (2 hours, 21 minutes).

In Germany, meanwhile, mobile is leading by a much greater margin. Of the 6 hours, 30 mins of media time each day, mobile makes up 2 hours, 5 minutes – significantly more than the 1 hour, 25 minutes spent watching TV. More than 40 per cent of German respondents stated mobile as their primary or exclusive means of going online.

Jens Oberbeck, head of sales in Germany at InMobi, said: “As we continue to become reliant on our mobile device to access information on the go, brands and marketers have a far more intimate media mix channel to reach consumers then we already thought, and track the engagement levels, making it a very exciting time for the industry.”

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