Budget News ensures big high for mobile platforms

23 Feb,2017


By A Correspondent


Coming in the wake of demonetisation, news platforms saw a surge in traction driven in large part by the Budget 2017-related narratives, as per a study conducted jointly by market insights major Kantar IMRB and the Mobile Marketing Association (MMA India). the A steady diet of budget forecasts contributed to an increase in overall time-spent in the days leading up to the Budget presentation. This was followed by a massive spike in engagement on February 1, the day of the Budget speech.


A second spike in traction was witnessed over the weekend following the Budget as readers caught up on in-depth analyses and the long-term implications of the Budget announcements.  News aggregators drew the lion’s share of engagement among smartphone users—the top two aggregators accounted for almost 60% of total time-spent on news related content. The Times of India was the most popular of the standalone platforms with twice the traction of its nearest competitor Zee News. Platforms like Dainik Jagran, Inshorts, and AajTak saw the highest gains in traffic during this time, notes the study.



Kantar IMRB’s Mobi Track smartphone usage panel was used to analyse consumption of budget related content in the weeks leading upto and during the Budget 2017 presentation.


“Looking at the data from Kantar IMRB’s MobiTrak smartphone usage panel—the surge in budget-related news consumption confirms people’s attention and interest in the event. Engagement levels were expectedly highest among the digital generation i.e. 20-24 year olds —they accounted for the highest Reach and Time Spent  across all demographics. The desire for multiple points-of view was evident in the strong preference for news aggregators, a stark contrast to the behaviour of offline-readers who tend to limit their reading to a handful of print publications”, said Hemant Mehta, Managing Director, Media – Digital and Chief Strategy Officer, Kantar IMRB.


Added Preeti Desai, Country Manager India, MMA: “News consumption is undergoing two fundamental shifts across the globe including India. One is the rise in news audiences accessing news via their mobile devices, the other is the increase in people who read or watch news through social platforms. Mobile will continue to grow leaps and bounds as one of the primary mediums that Indians will access ‘News’ and the multiple spikes during 2017 budget showcases how fast Indians have adopted reading news not just in English but also in multiple languages (15+). It is important to note the second spike – post-Budget Day – the time spend is actually higher during the weekend and indicates that apart from short news Indians also reached out to various mobile news sources for longer in-depth analysis post the budget day. With rapid changes in the mobile landscape, it is important to keep a continuous pulse on the way consumers interact and these passive probes and insights on mobile usage in India by MMA and Kantar IMRB are of critical importance to the modern day marketers as they acknowledge mobile as the third largest advertising medium in India, after TV and Print. Mobile Ad spends are expected to grow to Rs10,000 crore in 2018 [Source: Mobile Ecosystem and Ad-Sizing Report India 2016].”


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