Driven by low-priced data offers, mobile internet usage was up by 29 per cent in the period October-December 2016, over the previous quarter, a joint report by market research firm Kantar IMRB and Mobile Marketing Association (MMA) said on Thursday.
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Search, social, messaging as a category was the topmost engaged and the average time spent grew by more than 50 per cent. WhatsApp witnessed 150 per cent growth in usage over the previous quarter.
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"The entry of Jio with its free 4G data offer redefined the mobile landscape by triggering an increase in data usage amongst consumers and also led to a fundamental restructuring of the telecom industry," said Hemant Mehta, Managing Director, Media and Digital, Kantar IMRB, in a statement.
While women spent nearly 1.3 times more time on online shopping portals as compared to men, it was entertainment that toppled shopping to become the second-most engaged category.
"The huge jump in mobile usage is not only propelled by free data plans but demonetisation policy also is a significant contributor in driving news and media in the top five," added Preeti Desai, Country Manager, Mobile Marketing Association India.
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