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InformateInformate MobileConsumerInsightsMobileConsumerInsightsForQualcommForQualcomm
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Agenda
Whoweare?
Indiacomparedwiththedevelopedworld
Segmentsthatdriveusage
DataandDataservicesusage
Topapplicationsinstalledonphones
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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.
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Not so nascent market
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Closeto3hoursperdayspentonMobile
AllFigsrepresentActive
Time(mins)
IndiaUSA
203mins/
day
161mins/
day
UsersintheUSspendabout40minutesmore
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IndiaatparwithUSonapplicationsandservices
accessed
on
Mobile.
100USA India
TopGenresbyReach USAvs.India
40
50
60
70
80
90
0
10
20
30
Categorieswhichshowsignificantdifferencesare Weather,InternetRadioandShopping
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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%
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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
+
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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.
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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
Copyright2011Informate.
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
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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
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20
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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
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(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%
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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
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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
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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
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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
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