As per Zenith's Media Consumption Forecast, in 2016, the amount of time spent on mobile internet is set to increase by 27.7%, driving a 1.4% increase in overall media consumption and taking the internet consumption through mobile to 71% of the total. However, the consumption of all other media - including desktop internet - will decline by 3.4% in total, Adage India has reported.

Jonathan Barnard, Zenith's Head of Forecasting, while commenting on the forecast, said, "Mobile technology is transforming the way people around the world consume media, and is expanding overall media consumption. It provides traditional media owners the opportunity to reach people and places they've never had access to previously, and gives consumers entirely new ways to find and enjoy compelling content."'

As per the report, people across the world will spend an average 86 minutes a day using mobile internet, compared to 36 minutes using desktop internet. According to which, 71% of internet consumption will be via mobiles. The region most heavily skewed towards mobile internet consumption is Asia Pacific, where 73% of internet consumption is mobile, closely followed by North America, where the mobile share is 72%.

The forecast report also says that the average time spent with mobile internet globally will grow 27.7% this year, while time spent with desktop internet will fall 15.8%. All traditional media will shrink this year like cinema by 0.5%, outdoor by 0.8%, television by 1.5%, radio by 2.4%, newspapers by 5.6% and magazines by 6.7%.

Despite its recent decline, traditional television remains by far the most popular of all media globally, attracting 177 minutes of consumption a day in 2015. Internet consumption came second at 110 minutes a day. Television accounted for 41% of global media consumption in 2015, and the forecast expects that it will still account for 38% in 2018, when the internet will account for 31%.

In India, television continues to account for 49% of the time spent and is the largest medium in urban markets. Out Of Home (OOH) is the second largest medium with 22% of urban time spent. Digital is the third largest medium. Digital now accounts for 16% of time spent in urban India, on all media, up from just 4% in 2010. 90% of digital time used to be on the desktop in 2010. Today, it has come down to 27%, with 73% being on mobile.