Informate Informate – Mobile Consumer Insights Mobile Consumer

Informate Informate – Mobile Consumer Insights Mobile Consumer

Informate –– Mobile Consumer Insights
Informate For Qualcomm
© Copyright 2011 Informate. Agenda
Introductions
• Who we are?
Industry Trends
Industry Trends
•
•
•
•
•
•
India compared with the developed world
Key activities undertaken on Mobile
Key activities undertaken on Mobile
Segments that drive usage
Data and Data services usage Top applications installed on phones
F
Feature Phones vs. SmartPhones
Ph
S
Ph
© Copyright 2011 Informate. ‘To become the most trusted source for mobile metrics for the global telecom industry’ ‐ Vision
global telecom industry
Core Products
Tracking the SmartPhone industry since 2009
Informate SmartMeter
Presence in India & USA
Mobile Metering technology for capturing actual Mobile
Metering technology for capturing actual
behavioral data from SmartPhones and Tablets
5000+ strong panel strength across India & USA
Informate Quest Measuring the world’s leading OSs – Android, BlackBerry, iPhone, Symbian, Windows Mobile
© Copyright 2011 Informate. On device survey platform – for conducting surveys through the mobile phone
I d t T d
Industry Trends
• India compared with the developed world
• Key activities undertaken on Mobile
• Segments that drive usage
• Data and Data services usage • Top applications installed on phones
Top applications installed on phones
• Feature Phones vs. SmartPhones. ©Copyright 2011 Informate Savvy Consumers …
Not so nascent market
©Copyright 2011 Informate Close to 3 hours per day spent on Mobile
USA
India
203 mins/ day
All Figs represent Active Time (mins)
161 mins/ day
Users in the US spend about 40 minutes more on their mobile per day than users in India
on their mobile per day than users in India
©Copyright 2011 Informate 6
India at par with US on applications and services accessed on Mobile. Top Genres by Reach – USA vs. India
100
90
80
70
60
50
40
30
20
10
0
USA
India
Reach %
Reach %
Categories which show significant differences are Weather, Internet Radio and Shopping
7
© Copyright 2011 Informate. Source : Informate Jan 2011 Track Highest time spent on Browsing. Smartphone usage
Total Active Time: 161 minutes/day
Applications 10
Phone Management
7
Utility Apps
7%
Ph Features
2%
Office
1%
Social Networking Browsing Sites
31
8%
Search
4%
Adult
VAS 3%
Portals
4%
Rest
Multimedia 22%
Entertainment 25
12%
Games
3%
C ll
Call
11%
Chat
3%
© Copyright 2011 Informate. Messaging
10%
Emails
1%
Communication 27
Source : Informate India Feb 2011 Track Around 2 hours 40 mins is spent on the phone per day. Of which Browsing the most important activity – contributing close to a third of the total Active time.
Youth Smaller Towns,
Youth,
Towns drive
consumption
©Copyright 2011 Informate Youth and Circle C drive usage Drivers of Mobile Usage
All Figs represent Active Time (mins)
Age Group Telecircle
Metros
157 mins
157 mins
15‐17 yrs
192
18‐24 yrs
195
25‐30 yrs
31‐35 yrs
36‐40yrs
41 yrs +
© Copyright 2011 Informate. Circle B
155 mins
155 mins
155 166
Circle C
Circle C
184 mins
184 mins
151
138
129
Circle A
165 mins
165 mins
165 i
Source : Informate India Feb 2011 Track D partt analysis
Day
l i
©Copyright 2011 Informate The time spent on the Smartphone is highest at night
Time spent – By day part
All Figs represent Active Time (mins
per day)
10 pm
7 pm
Early Morning
7 am
7 am
7 pm
7 pm
7am
10 am
10 pm
1 pm
10 am
Morning
4 pm
1 pm
Afternoon
4 pm
Late Afternoon
Evening
Night
43
23
18
© Copyright 2011 Informate. 26
25
27
Content accessed – differences
between metro and smaller
towns
©Copyright 2011 Informate Metros are characterized by higher Pageviews spent on BFSI
Top website genres by Page Views ‐ Telecircles
All Figs in page views %
Circle A
Circle B
Circle C
Metros
Social Networking
Social Networking
Social Networking
Social Networking
Search
Search
Search
VAS Portal
VAS Portal
VAS Portal
Sports sites
Search
Portals
Adult Content
Adult Content
VAS Portals
VAS Portals
BFSI and Online Trading
BFSI and Online
App Store site
Webmail
Webmail
Webmail
Social Networking, Search and VAS Portals figure in the top 5 genres across Telecircles. © Copyright 2011 Informate. Source : Informate India Jan 2011 Track Content accessed – differences
between prepaid and postpaid
©Copyright 2011 Informate Active time spent on Smartphone is higher among the Prepaid user base.
All Figs in page views %
Postpaid
Prepaid
Active Time
25.5
Social Networking
25.1
14.4
Search
10.6
12.3
Page Views (%)
Value Added Services Portal 7
6.2
Webmail
5.1
5.8
Adult Content
Portal
App Store site
Sports site
Video
BFSI and Online Trading
BFSI and Online Trading
10.3
5.6
5.4
5.1
3
2.9
Amongst Prepaid subscribers Social networking, Search and VAS portals contributed to more than half of the Page views. © Copyright 2011 Informate. 126 mins
126 mins
168 mins
168 mins
3.5
3.6
10.4
1.3
10
In case of Postpaid subscribers, it was Social Networking along with Sports and BFSI d
that contributed to a higher share of Page Views
Source : Informate India Jan 2011 Track Search, Social Networking,
g Vas
Portals are the key genres
accessed
©Copyright 2011 Informate Category adaptiveness highest for Search, Social Media and VAS
High Reach High Duration
High Reach Low Duration
Mail
App Store
pp
Video
Map
Low Reach Low Duration
Adult
BFSI Content Sharing
Portal
News Mobile Payment
Blogging
Entertainment & Fun
© Copyright 2011 Informate. Search
Social Networking
Social Networking
Chat VAS
Data Usage in India is 1/5th
that of US
©Copyright 2011 Informate Data Usage – India vs. USA
Total data sage per ser per da (in MB)
Total data usage per user per day
(in MB)
53 MB
11 MB
20
© Copyright 2011 Informate. Source : Informate Jan 2011 Track Wi-fi
f Usage
g ((India)) – is it
significant?
©Copyright 2011 Informate 17% mobile users are also Wi‐Fi users
Proportion of Wi‐Fi users
Both Mobile Internet & Wi‐Fi
Only Mobile Internet
Content accessed – Key Differences
31
Emails
42
83%
16%
1%
Content Sharing apps
18
25
Video Apps
17
19
Only Wi‐Fi
Data Usage – Mobile Internet vs. Wi‐fi 12
TV Apps
26
Mobile
Wi‐Fi
10 MB
13 MB
Higher usage of data as well as data
Higher
usage of data as well as data‐intensive
intensive services services
(TV, Content Sharing, Email) seen amongst users who access internet via Wi‐fi
© Copyright 2011 Informate. 10
15
BFSI Apps
Mobile
Wi‐Fi
Wi
Fi
Which apps are users
downloading?
©Copyright 2011 Informate Utility apps and Games are the most popular genres of pp
app downloads. Top App genres Installed All Figs in %
Utility Apps
53%
Games
34%
Multimedia
32%
Security
19%
Chat
19%
Base : Amongst those who installed any Apps
© Copyright 2011 Informate. Source : Informate India Feb 2011 Track 24
Content Sharing (Uploads) on
Ph
Phones–
what
h does
d
iit llook
k
like?
©Copyright 2011 Informate Content Sharing The
Social Media revolution on SmartPhones has lead to openness in
The Social Media revolution on SmartPhones has lead to openness in sharing content. 17% accessed a content sharing g
website
11%
facebook users uploaded photos
3%
YouTube users uploaded a YouTube
users uploaded a
video
© Copyright 2011 Informate. Source : Informate India Jan 2011 Track Video Usage
g trends - over the last
year
©Copyright 2011 Informate Proliferation of Video on Mobile
Videos accessed via Apps
F b 2011
Feb
Feb 2010
17 6%
17.6%
97%
Either ways Video access via phones has shot up in the
phones has shot up in the last 1 year.
8.9%
Videos accessed via websites
Videos accessed via websites
Feb 2011
34.8%
50%
23.2%
© Copyright 2011 Informate. Feb 2010
Source : Informate India Feb 2011 Track Usage difference between
F
Feature
phones
h
and
d
SmartPhones
©Copyright 2011 Informate SmartPhone users use 21% more data than Feature Phone users
Feature Phones
SmartPhones
Active Time
172 mins
155 mins
Data Usage
9.6 MB
11.6 MB
% using Wi‐fi
9%
23%
Device Usage
30
© Copyright 2011 Informate. Early Adaptors of SmartPhones – 36‐40 yr olds, Metros, Postpaid users
Feature Phones
Smart‐
Phones
A
B
C
36%
40%
11%
35%
35%
12%
Metros
13%
18%
Telecircle
Age
<18
18‐24 yrs
25‐30 yrs
31‐35 yrs
36‐40
36
40 yrs
yrs
40+ yrs
Feature Phones
Smart‐
Phones
4%
29%
23%
17%
4%
22%
23%
18%
11%
16%
16%
Connection Type
Connection Type
17%
Postpaid
Prepaid
Usage behavior a manifestation of the profile… © Copyright 2011 Informate. Feature Phones
Smart‐
Phones
7%
21%
93%
79%
SmartPhones
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