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41% Indians consume online content on mobile: Outbrain report

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Content recommendation platform Outbrain has gathered data (pdf) from over a 100,000 global sites, from the last quarter of 2014, to classify how people consume content and what type of content they consume across Australia, India, Indonesia, Philippines, Malaysia and Singapore. Outbrain defines content consumption as ‘reading, watching and listening to online content’. It claims to generate over 14 billion page views monthly through the 100,000 sites that it is installed on.

Outbrain picked this information from sites like CNN, Channel NewsAsia, Fox News, The Times of India, ESPN, Times Inc, Sydney Morning Herald, The Age and The Guardian. Readers would be interested to know that Outbrain provides personalised recommendations to some of the above sites which include CNN, Fox News, Times Inc, ESPN, The Guardian, ABS-CBN, CNN Travel, Channel NewsAsia, and Times of India.

India highlights

– Content consumption peaks on the PC at 2:30pm
– Content consumption peaks on mobile phones and tablets at 10:30pm
– Smartphone and tablet content consumption is dominant at 7-8am and 7pm-midnight
– Around 41% of Indian users consume content on mobile
– India has 76% Android users, followed by 8% Apple users, 3% Windows phone users and 13% users who use none of the aforementioned OSes
– PC sessions last 3.4 minutes, phone and tablet sessions last 2 minutes each. On PC, Indians do 2.4 pageviews per session, 2 pageviews on mobile and 2.2 pageviews on tablet.
–  India’s top hot topics include investing, movies, crime news, mobile tech and celebrities.

Detailed findings of the study

On the PC, Australia and India beat the rest of the APAC countries by consuming content hourly (peak times) at 1pm and 2:30pm respectively. Both of these are preceded by the US where hourly content consumption peaks at noon and are succeeded by Indonesia and Philippines at 9pm and Malaysia and Singapore at 10pm.

Content consumption on mobile phones peaks at 9pm for the US and Australia; 10pm for Singapore, Indonesia and Philippines; India at 10:30pm and Malaysia at 11pm. Generic content consumption on tablets peaks at 9pm for the US, Indonesia and Australia; 10pm for Singapore, Malaysia and Philippines; and India at 10:30pm.

Australia is the most engaged consumer of content, with a leading 3%, in the APAC region across most engaged categories like News, Sports, and Business & Finance. Philippines and India follow Australia with +0.5% and +0.4% over global engagement average respectively. Indonesia, Malaysia and Singapore fall below the global engagement average by -2%, -2% and -4% respectively.


Indians love consuming content on their PCs between 10am and 5pm, with consumption peaking at 2pm. They also love consuming content on smartphones between 7-8am (possible commute times according to the report), even overtaking the impulse to turn on the PC (I’m judging you if turn your PC off) from 7pm to midnight, when mobiles dominate content consumption. The report adds that content consumption on tablets in India follows a similar trend.


Indians might love their PCs but Singapore, Australia, Malaysia, Japan, UK and the US, consume over half of their content on a smartphone or a tablet. India is lowest below the global average with a “not bad” 41% of Indians who consume content on mobile. The fear of mobile overtaking the desktop is clearly unfounded as desktop/web continue to be the prime engagement devices in the APAC region, apparently keeping in line with global desktop preferences. Mobile phones and tablet devices showed lower engagement levels than the desktop in all markets.

In India, Singapore, Philippines and Malaysia, the Android OS is at an “unchallengeable” position with 76%, 59%, 67% and 77% smartphone users respectively. On the other hand, Australia, Japan, UK and the US have more iOS users at 63%, 52%, 57% and 57% respectively. India and UK (3% each) have the highest percentage of Windows Phone users among the countries surveyed. Interestingly, India has the highest number, or 13% of its users, of “other” (non Android, iOS and Win Phone) devices.

The US sees the highest amount of engagement on PCs with a whopping 5.5 minutes per session, followed by Singapore with 4.4 minutes. India stands with Philippines and Malaysia at 3.4 minutes per session on the PC, with an average of 2.4 pageviews per session. On smartphones, India sees 2 pageviews (the highest) at 2 minutes per session. On tablets, that number is 2.2 pageviews at 2 minutes per session.


India’s top hot topics include investing, movies, crime news, mobile tech and celebrities. Sounds legit. Interestingly, no other country featured in the study has “investing” in its preferred content categories. Australia loves its crime news; Indonesia, Philippines and Singapore their celebrities and Malaysia its soccer.

Offbeat top content category (not seen in any other country) in Australia is nutrition, India is investing, Indonesia and Malaysia is music, Philippines is war and conflict while in Singapore it is travel.

Image Credit: Flickr user Official GDC and Outbrain

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