white pepper 4th july digital convergence
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Digital ConvergenceTRANSCRIPT
04-07-2012 1
What is Digital Convergence ?
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Digital Convergence
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Let us break the term “Digital Convergence” Digital (not Analog) refers to electronic packets of 1s and 0s to represent objects and data. while, Convergence means unifying different technologies, processes & channels. So Digital Convergence is the technological merger of several industries - computers, communications, consumer electronics, entertainment, and mass media - through various devices that exchange information in common electronic or digital formats.
Bridging of Digital Devices through hardware & software interactions
Physical + Virtual tagging of previously unconnected devices
Digital Convergence
Radio
Camera
News
MP4 Player
Games
Maps
Networking
Physical + Virtual Tagging
Of Devices
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But, Are We There
Yet?
15-24 yrs. 31 + yrs.
Total Time spent on the Smart Phone 3 hours 2 hours
Total Time spent on Browsing & Entertainment 2 hours 1 hour
Total Time spent on Chat & SMS 31 minutes 15 minutes
Table 1: Time spent and activities on Smartphones
Source: Nielsen Informate Mobile Insight
Android™ Users Symbian™ Users
No. of App downloads in a month 19 10
Gaming Usage 84% 59%
Primary Download Location Android Market App Ovi Store Site
Table 2: Apps and gaming behavior by Operating System
Source: Nielsen Informate Mobile Insights
Key Findings by Nielsen Informate Mobile Insights 1. Smartphone users in India are using their phones for more than 2.5 hrs. per day,
of which communication (calls, SMS, emails) accounts for only 28% of usage
2. Younger Smartphone users (15-25 yr. olds) spend more than 3 hrs. per day on their phones and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and multimedia
3. 68% of 15-24 year olds used a chat app last month as compared to 42% for the 31+ year olds; and
4. Data usage for 3G users was close to 44% more than 2G users
5. An Android user installs an average of 19 apps in a month compared to 10 apps for a Symbian user
6. 84% of Android users played a game in the last month compared to 59% for Symbian users
Indian Smartphone Users Now Spend More Time on Content Than Voice and SMS: Nielsen and Informate form Strategic Alliance for Insights on India's Emerging Smartphone Consumers
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Is Digital Convergence Driving Mass Adoption of Mobile ?
Insights Into Usage Patterns of Mobile
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How Can Brand Manager Benefit From
The Ever Growing Digital Convergence
How To leverage Mobile as a Marketing tool ?
I wish to reiterate that “Mobile is not just a taking device anymore; it is an ocean of apps, games, videos, chat messengers, social media connect, maps, GPS, LBS & much more”. So I, as a user, have evolved when it comes to communicating, why are you as a brand, that I live with, still stuck on the traditional communication methods (TV/Radio/Newspaper)
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What Next ?
Keep an eye on ..
Mobile Couponing
M Commerce
Gamification of Brands
Augmented Reality
Location Based Services
Near Field Communication (NFC)
Source: Inspiration from the presentation of Lynne d Johnson, R/GA http://www.nielsen.com/in/en/news-insights/press-room/2011/indian-smartphone-users.html
Thursday, 4th July 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
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