informate report - communication trends for smartphones in india
DESCRIPTION
This Informate Report focuses on Communication Trends on SmartPhones in India, the interplay between calls, messaging, chat and social networking.TRANSCRIPT
© Copyright 2009 Informate. © Copyright 2010 Informate. Reproduction of this document is forbidden unless authorized. All rights reserved.
Communication Trends for SmartPhones
“An Informate Mobile Intelligence Report”India, Oct 2009 – Feb 2010
© Copyright 2010 Informate.
Presenting Informate….
• With the pace at which the Smartphones and allied services landscape is changing and evolving, its imperative to have a consumer intelligence mechanism that is equally dynamic, holistic, accurate and more importantly measurable over a period time.
• Informate Mobile Intelligence brings you real time, comprehensive, actual usage data through its unique on-device metering product – ‘Smartmeter’.
• When combined with the Quest [a syndicated SMS survey to capture attitudinal data], marketers and organizations get a complete picture of consumer behavior and competitive intelligence.
• Informate already has a panel size of over 4000+ Smartphone users.
• All our backend database structures and operations are scalable to handle large volumes of data.
• Being a subsidiary of a research organization, we have a vast experience in understanding and analyzing research data.
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© Copyright 2010 Informate.
Informate’s Methodology
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Mobile User
1
Agrees to be a part of the meter panel
2
Completes registration
3
Receives an SMS with a WAP link
to the meter app
4
Installs meter app on device
5
App transfers usage data to Online
Servers on a daily basis 6
Online access to view periodic
reports 7
Empanelment procedure Meter Deployment
Panelists recruited online through ads rendered on the mobile web
Meter app also available as download on leading app stores
Targeting by mobile OS to get representations of the OS of interest
Actual usage data of every panelist is captured and is transferred through GPRS to the server
Data is posted to our servers on a daily basis- usually multiple times in a day
Actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns
© Copyright 2010 Informate. 4
Average Usage Duration
Informate Mobile Usage tracker reveals that active time spent on SmartPhones shows a steady growth over last few months (over 3 hours spent per day)
Overall communication contributes more than 1/4th of the total active time spent on mobile.
Marginal rise in time spent on Communication over the last couple of months.
While time spent on voice calls show a dip, messaging & Chat shows an upward trend.
Communication Split (Minutes per day)
Usage time per user (Minutes/ day)
Source: Informate Mobile Meter
Base 817 787 1148 1398 1216
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100
50
100
150
200
250
176179 192 195 200
49 49 49 52 55
Avg. usage (minutes per day) Communication (minutes per day)
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100
5
10
15
20
25
30
2526
23 22 2319 19 20
23 24
4 3 3 4 5
1 1 2 3 4
Calling MessagingChat Other Communication
Other communication:-Voice mail, Connectivity, email etc)
© Copyright 2010 Informate. 5
Call and SMS Metrics
Steady decline observed on time spent on voice calls. Average time spent on outgoing calls is more than incoming calls.
Source: Informate Mobile Meter
Overall increase seen in messaging trends over the last few months.
No. of messages received per day is higher than those sent.
Call Time (in Seconds)
Call details Oct,09 Nov,09 Dec,09 Jan,10 Feb,10
Base 817 787 1148 1398 1216 CALLS COUNT
Total successful calls(per user per day) 13.9 14.2 13.0 13.6 14.0
Number of incoming calls (per user per day) 7.5 7.7 6.8 7.6 8.0
Number of outgoing calls(per user per day) 6.4 6.4 6.2 5.9 6.1
MESSAGING COUNT (SMS)
Messages sent per user per day 3.4 2.8 3.3 5.6 6.3
Messages received per user per day 6.5 6.3 6.3 9.3 10.7
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100
20406080
100120140
89.595.4
86.671.9 72.9
121.3 127 119.4 119.7 116.5
Average time per incoming call (Seconds) Average time per outgoing call (Seconds)
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100
100200300400500600700800900
671735
589 546 583
776 813740 706 711
Average time spent on incoming calls per day (sec)
© Copyright 2010 Informate.
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100.0%
10.0%
20.0%
30.0%
40.0%
50.0%
31.6%33.4%
40.1%42.5% 44.8%
Social networking (Reach)
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Social Networking websites - Reach
Social networking phenomenon carries its popularity on to the Mobile Internet, shows steady growth month on month.
Social networking sites (Reach)
Source: Informate Mobile Meter
Top Websites (Reach%)
Oct,09 Nov,09 Dec,09 Jan,10 Feb,10
Orkut 12.6% 12.6% 17.7% 16.8% 15.9%
Facebook 9.0% 8.3% 10.2% 13.5% 12.6%
Mygamma 3.6% 4.6% 6.1% 10.9% 7.8%
Mig33 site 1.8% 1.9% 5.2% 3.4% 4.3%
Frenzo 2.6% 3.4% 1.9% 2.4% 2.0%
Orkut and Facebook are amongst top social networking sites visited on the mobile Internet.
Base 638 613 861 1083 971
© Copyright 2010 Informate. 7
Social Networking applications - Reach
Social networking applications are gaining popularity too.
Social Networking Apps (Reach in %)
Source: Informate Mobile Meter
Oct, 09 Nov, 09 Dec, 09 Jan, 10 Feb, 100.0%
5.0%
10.0%
15.0%
20.0%
25.0%
13.8%15.4%
18.7%20.7%
19.7%
Base 817 787 1148 1398 1216
Top Apps (Reach in %) Oct,09 Nov,09 Dec,09 Jan,10 Feb,10
RockeTalk 3.8% 5.8% 7.2% 7.9% 5.7%
Orkut 3.3% 2.8% 4.3% 5.3% 4.9%Qeep 3.3% 4.4% 3.2% 3.0% 3.5%
Facebook 1.9% 2.1% 2.1% 2.1% 1.7%Frenzo 0.8% 0.7% 0.7% 0.8% 0.4%
Rockettalk and Orkut are the most popular social networking applications used.
© Copyright 2010 Informate.
Thank Youfor more details contact
more SmartPhone Metrics available at www.smartmobi.inwww.smartmobi.us
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