6 informate-mobile consumer insights

8/3/2019 6 Informate-Mobile Consumer Insights

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InformateInformate MobileConsumerInsightsMobileConsumerInsightsForQualcommForQualcomm

Copyright2011Informate.


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Agenda

Whoweare?

Indiacomparedwiththedevelopedworld

Segmentsthatdriveusage

DataandDataservicesusage

Topapplicationsinstalledonphones


eature onesvs. mart ones


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Tobecomethemosttrustedsourceformobilemetricsforthe

Informate SmartMeter

CoreProductsTrackingtheSmartPhoneindustrysince2009

PresenceinIndia&USA

Informate Quest

behavioraldatafromSmartPhonesandTablets

5000+strongpanelstrengthacrossIndia&USA

Ondevice

survey

platform

for

conducting

surveys

throughthemobilephoneMeasuring

the

worlds

leading

OSs

Android,

BlackBerry,iPhone,Symbian,WindowsMobile



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Indiacomparedwiththedeveloped

world

n us ry ren s

KeyactivitiesundertakenonMobile

Segmentsthatdriveusage

Data

and

Data

services

usage

FeaturePhonesvs.SmartPhones.

Copyright2011Informate


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Not so nascent market



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Closeto3hoursperdayspentonMobile

AllFigsrepresentActive

Time(mins)

IndiaUSA

203mins/

day

161mins/

day

UsersintheUSspendabout40minutesmore

Copyright2011Informate 6


7/32

IndiaatparwithUSonapplicationsandservices

accessed

on

Mobile.

100USA India

TopGenresbyReach USAvs.India

40

50

60

70

80

90

0

10

20

30

Categorieswhichshowsignificantdifferencesare Weather,InternetRadioandShopping


7

Source:InformateJan2011Track


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HighesttimespentonBrowsing.

Applications

TotalActiveTime:161minutes/daySmartphoneusage

Browsing

Phone

Management

7SocialSocial

NetworkingNetworking

SitesSites

Utility

Apps

7%

Around2hours40mins isspentonthe

phoneperday.OfwhichBrowsing the

8%8%SearchSearch

4%4%

VAS

Portals

Adult

3%

Ph

Features

2%

OfficeOffice

1%1%

mostimportantactivity contributing

closetoa thirdofthetotalActivetime.

Entertainment

4% Rest

12%Multimedia

22%

Games

25Ca

11%

Messaging

10%

Emails

Chat

3%


Communication

27

1%

Source:InformateIndiaFeb2011Track


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, ,

consumption



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YouthandCircleCdriveusage

AllFigsrepresentActive

Time(mins)

AgeGroup

DriversofMobileUsage

Telecircle

MetrosMetros157157minsmins

CircleBCircleB1921517yrs m nsm ns

Circle CCircle C166

195

2530

yrs

1824yrs

CircleACircleA

184184minsmins

138

151

3640yrs

3135yrs

m nsm ns12941

yrs

+

Copyright2011Informate. Source:InformateIndiaFeb2011Track


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ay par ana ys s



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ThetimespentontheSmartphoneishighestatnight

7pm10pm 10pm

Timespent Bydaypart AllFigsrepresentActiveTime(minsperday)

7am

EarlyMorning

10am 1

pm

10am

Morning

1pm

4pm

Afternoon

4pm

LateAfternoon Evening Night

272526

18



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Content accessed differences

between metro and smaller



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MetrosarecharacterizedbyhigherPageviews spentonBFSI

AllFigsinpageviews%

TopwebsitegenresbyPageViews Telecircles

MetrosCircleA Circle

B Circle

C

SocialNetworking SocialNetworking SocialNetworking SocialNetworking

Search

VASPortal

Search

VASPortal

Search

Sportssites

VASPortal

Search

AppStoresite

Webmail

Webmail

Webmail

SocialNetworking,Search andVASPortalsfigureinthetop5genresacrossTelecircles.

Copyright2011Informate. Source:InformateIndiaJan2011Track


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between prepaid and postpaid



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AllFigsinpageviews%

ActivetimespentonSmartphoneishigheramongthe

Prepaiduserbase.

PrepaidPrepaid PostpaidPostpaid

168168minsmins 126126minsminsActiveTimeActiveTimeSocialNetworking

Search

25.5

14.4

25.1

10.6

ValueAddedServicesPortal

Webmail

AdultContent

Portal

12.3

6.2

5.8

5.6

7

5.1

10.3

3.5

PageViews(%)PageViews(%)

AppStoresite

Sportssite

Video

5.4

5.1

3

3.6

10.4

1.3

2.9

AmongstPrepaid subscribers

Socialnetworking,Searchand

IncaseofPostpaid subscribers,it

wasSocialNetworkingalong


VASportals contributedtomorethanhalfofthePageviews.

withSportsan BFSIthatcontributedtoahighershareof

PageViews

Source:InformateIndiaJan2011Track


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Search, Social Networking, Vas

Portals are the key genres



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CategoryadaptivenesshighestforSearch,SocialMediaand

VAS

HighReach

HighDuration

HighReachSearch

MailA Store

LowDuration

Chat

VAS

Video

MapLowReach

LowDuration

BFSIContentSharing

Portal

News

MobilePayment


Blogging

Entertainment&Fun


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th

that of US



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DataUsage Indiavs.USA

o a

a ausage

per

user

per

ay n

53MB

11MB


20

Source:InformateJan2011Track


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Wi-fi Usa e India is it

significant?



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17%mobileusersarealsoWiFiusers

OnlyMobile

Internet

BothMobile

Internet&

WiFi

ProportionofWiFiusers Contentaccessed KeyDifferences

Emails

42

31

83%

1%

16% ContentSharingapps

25

18

OnlyWiFi

VideoApps

19

17

DataUsage MobileInternetvs.Wifi

Mobile WiFi

TVApps

26

12

10MB 13

MB BFSIApps

15

10


(TV,ContentSharing,Email)seenamongstuserswho

accessinternet

via

Wi

fi


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downloading?



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Utilityapps andGames arethemostpopulargenresof

app

downloads.

AllFigsin%

TopAppgenresInstalled

UtilityAppsUtilityApps

53%53%

34%34%

MultimediaMultimedia32%32%

SecuritySecurity

ChatChat

19%19%


24Base:AmongstthosewhoinstalledanyApps

Source:InformateIndiaFeb2011Track


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Content Sharing (Uploads) onones w at oes t oo

like?



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ContentSharing

sharingcontent.

17%accessedacontentsharin

11%facebook users

uploaded

website

3%

photos

video

Copyright2011Informate. Source:InformateIndiaJan2011Track


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Video Usa e trends - over the last

year



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ProliferationofVideoonMobile

VideosaccessedviaApps

EitherwaysVideoaccessvia

8.9%

.e

Feb201097%97%

last

1

year.

34.8% Feb2011

23.2% Feb2010

Copyright2011Informate. Source:InformateIndiaFeb2011Track


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Usage difference betweenFeature p ones an

SmartPhones



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SmartPhoneusersuse21%moredata thanFeaturePhoneusers

FeaturePhones SmartPhonesDeviceUsage

9.6MB 11.6

MBDataUsage

172mins 155minsActiveTime

9% 23%%usingWifi


30

l d f h 36 40 ld M t


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EarlyAdaptorsofSmartPhones 3640yrolds,Metros,

Postpaidusers

TelecircleFeature

Phones

Smart

Phones

Age Feature

Phones Smart

Phones


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Forenquirieswriteto

answers n ormatem .com


6 informate-mobile consumer insights

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