informate - mobile usage trends in india

© Copyright 2009 Informate. © Copyright 2009 Informate. Reproduction of this document is forbidden unless authorized. All rights reserved.

Mobile Usage in India “An Informate Mobile Intelligence Report”

Trend Analysis : April to September 2009

© Copyright 2009 Informate.

Informate Mobile Tracker : Methodology

2

• Respondents are recruited using purposive sampling as per the quota plan

• Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range & available service operator

• On successful registration & installation of the SmartMeter, his/her profile data is collected

• The meter starts tracking the usage and Actual usage data of every panelist is captured and is transferred through GPRS to the server, on a daily basis

• Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns

Mobile User

Agrees to be a part of the meter panel

Installs meter application on

device

Online access to view periodic reports

Application transfers usage data to Online

Servers on a daily basis

Informate

Option s Menu

Option s Menu

OperatorOperator

Oparticipating in the brands survey. Click http://test.mobileinformate.com/Ol.aspx?t=e31f1fedf288190 to continuen behalf of DB5, thank you for

How Informate

works?

Completes Registration

Informate is a cutting edge telecom research company providing Mobile Market Intelligence based on Actual mobile usage dataInformate is a cutting edge telecom research company providing Mobile Market Intelligence based on Actual mobile usage data

Receives an SMS with a WAP link to the

application

What is captured by the SmartMeter?

Call

Chat

Connectivity

e-mail

Messaging

Voice Mail

Communication Entertainment Browsing Ph. Mgmt Other Apps Others

Games

Multimedia

Download

Surfing

Phone Navigation

Security

Call Apps

Productivity Suites

PhoneFeature

PhoneUtility

Active Time

Other Communication

© Copyright 2009 Informate. 3

Mobile - Key websites accessed

Google and its allied services are the most accessed websites followed by Yahoo & its allied services

Source: Informate Mobile Meter


Mobile – Key Websites visited

Key Website visited


BFSI & Online trading

ICICIbank

BSE

NSEIndia

Dating & Matrimonial

ShaadiBharatmatrimony

Jeevansaathi

VASstorefront

Getjar

Ovi

Ownskin

Travel & Tourism

Indian Railways

MakeMyTrip

Yatra

Social Networking

Orkut

Facebook

My gamma

Web Communication

Gmail

Yahoo India Mail

Rediff Mail

Top 3 website visited in key categories

Overall Internet Media

Social Networking

Search

Webmail

Search Engines

Google

Yahoo

Bing


Mobile – Key Applications Usage

Sept ‘09 Classification Share of mins % Reach % Usage / User/

Day (mins)Unique users

(‘000)

Visual Radio Radio 1.68% 27.3% 10.1 2576

Nimbuzz Chat 1.32% 7.4% 30.2 602

Card Deck Game -Card 0.9% 7.6% 18.4 715

RockeTalk Chat 0.8% 2.4% 54.9 224

Solitaire Game-Card 0.6% 4.0% 8.5 325

Bubble Breaker Game-Puzzle 0.6% 11.5% 8.0 420

Windows Media Media player 0.6% 20.0% 4.5 730

Qeep Chat 0.4% 1.2% 73.3 98

Dictionary Dictionary 0.4% 9.3% 8.3 757

RealPlayer Media player 0.4% 30.4% 2.2 2867


Music, Games and Chat are most used applications by mobile users


Average Usage Duration

Informate Mobile Usage tracker reveals that active time spent on the phone is steady over last 2 months (approximately 2hrs 45 minutes/ day)

Almost 30-32% of the total active time (approximately 50 minutes) is spent on communication.Entertainment & Browsing together form a significant portion of the active time spent – around one and half hours daily.

Core Activity Split (Share of Total Active Time)Usage time per user (Minutes/ day)


What is Active Time?

”Active Time” is the time spent on mobile phones doing deliberate activities. For example, calling a contact, playing games or listening to music are accounted to "Active Time"

Overall Base:- 2346


Communication Split

Calling constitute a major portion of the Communication, but Messaging and Chat is emerging as a good substitute for Communication.

What constitutes Communication?

Time spent on Calling is comparatively high but shows downward trend.On an average 25-30 minutes of active time is spent on voice calls.Almost 15-20 minutes of the active time is spent on Messaging.Time spent on chat shows upward trend.


Messaging

2.5 2.2 1.9 2.0 1.7 0.5

Volume of incoming messages is double than outgoing messages month on month, possibly due to receipt of promotional messages.

Time spent on Messaging shows upward trend in last 4 months.

Overall Base:- 2346

Overall Base:- 2346


Communication Split

Mobile users make/ receive around 340 calls per month and spend close to 12 hours / month on calls.

Calling


Time spent on calling activity is in the range of 30-35 minutes across all the months.Number of incoming calls are higher than outgoing calls( possibly due to the marketing / promotional calls), whereas average time spent on outgoing calls is higher than incoming calls.

Overall Base:- 2346


Entertainment Split

Multimedia activities which include playing songs, listening to music and viewing pictures form a major chunk of time spent on entertainment activities.


Multimedia SplitWhat constitutes Entertainment?

On an average 40-45 minutes is spent on Entertainment activity.Time spent on Multimedia activities is almost 5 times as compared to time spent on Games.Media player & Gallery constitute major portion of the Multimedia time. It also shows upward trend month on month.


Gallery- Viewing, editing, organizing images & songs

Overall Base:- 2346 Overall Base:- 2346


Game Split

Native games contribute to a large share of actual game usage

Game Categories


Jul,09 Aug,09 Sep,09 Aprl,09 May ,09 Jun, 09

Average time spent by a “Gamer” shows downward trend .

Card & Puzzle categories are the most favorite amongst gamers.

Game Active Time

Overall Base:- 2346


Music & Camera Usage

Mobile users listen on an average 100 songs and clicks 15-18 photos in a month


Music Details

Camera Details

Overall Base:- 2346

Overall Base:- 2346


Mobile - Applications Usage

Users moving up from using only native applications - Potential for third party applications

Chat Applications Usage - Top 3 Chat applications (By duration)

Apr ‘09 May ’09 Jun ’09 Jul ’09 Aug ’09 Sep ‘09

Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz

Qeep Qeep Qeep Mig33 RockeTalk RockeTalk

eBuddy Mig33 Mig33 Qeep Qeep Qeep


Call Applications Usage - Top 3 Call applications (By duration)

Apr ‘09 May ’09 Jun ’09 Jul ’09 Aug ’09 Sep ‘09

Talkonaut Call Cheater Talkonaut CallerID FUU Call Manager

Call Cheater Call Manager Call Cheater Inesoft Dialer Call Cheater Full screen caller

Call Manager Full screen caller Inesoft Dialer Full screen caller Full screen caller Call Magic


Mobile Users- Profile

Age groups %

18-24 yrs 43%

25-30 yrs 28%

31-35 yrs 13%

36-40 yrs 7%

40+ yrs 8%


SEC %

SEC A 54%

SEC B 33%

SEC C, D & E 13%

Marital status %

Single 60%

Married 40%

Gender %

Female 15%

Male 85%

Operators %

Airtel 41%

Vodafone 18%

BPL 14%

BSNL 13%

Idea 8%

Reliance 3%

Aircel 2%

Spice 1%


If you are interested in purchasing research reports or other Informate services or if you have a question about our research please contact:

Deepak [email protected] [email protected]: +91 22 4068 2894

Questions?

Registered Office:

Informate Mobile Intelligence Pvt. Ltd.517, Palm Spring, 5th Floor, New Link Road, Malad (W),Mumbai - 400064, India.Ph: 022-40682822

informate - mobile usage trends in india

Business

informatemobile meter

minutes of active time

average time

mobile users

major chunk of time

onactual mobile usage

mobile key websites

mobile key websites