mobile usage in india - an informate report

© 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”

© Copyright 2009 Informate.

Informate Mobile Tracker : Methodology

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• 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

Operator

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 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

http://test.mobileinformate.com/Ol.aspx?t=e31f1fedf288190



© Copyright 2009 Informate. 3

Moving to 3G

With 3G access we are heading towards a significant scenario change– time spent on Traditional communication activity [call and Messaging ] on mobile would be overshadowed by Entertainment and Internet browsing.

Mobile active time [ out of 24 hours ]


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"

Core activity split of the active time [ 2hr 14 mins]

Source: Informate Mobile Meter

Informate’s Mobile Usage Tracker reveals that the active time spent on the phone is over 2 hours a day.

Of the total active time spent on phone, 43 minutes are spent on Communication (Call,messaging,chat).

Interestingly Entertainment & Browsing together form a significant portion of the active time spent – over an hour daily!!

32%29%

22%

11%

5%

Communication Entertainment Browsing Phone Management

Other Application

Overall Base: 845

[ 43 mins ][ 38 mins ]

[ 30 mins ]

[ 15 mins ]

[ 8 mins]


Mobile Marketing

Currently almost a third of the total time spent on communication involves Messaging …

We believe SMS marketing is still at a nascent stage, but is extremely attractive for targeting the young (Age group 18-24 years) who are most active on SMS

What constitutes Communication (43 minutes of usage/ day)

© Copyright 2009 Informate. Source: Informate Mobile Meter

[ 26 mins ]

[ 14 mins ]

[ 2 mins ] [ 1 min ]

No. of Messages Handled per user per day 8.4

Messages sent per user per day 2.6

Messages received per user per day 5.8

SMS Traffic Direction

Age 18-24

Age 25-30

Age 31-35

Age 36-40

Age 40+

Base 259 254 145 75 112

No. of Messages Handled per day 13.2 7.8 7.1 6.1 5.5

Messages sent per user per day 5.5 2.0 1.7 1.5 0.9

Messages recvd. per user per day 7.7 5.8 5.4 4.6 4.6

Volume of incoming messages is higher than outgoing: 1 SMS sent for every 2 SMS received .

Messaging more active amongst the younger age groups.

Overall Base: 845


Mobile Marketing

Discussion on appropriateness and content of advertisements continues with Mobile ads. …

- While Helpful, Useful, Entertaining and Innovative are some of the positive adjectives used to associate Mobile ads – negative associations such as Irritating, Unnecessary , Unpleasant and Interfering delivers a caution on use.

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Adjectives associated with Mobile Ads.

Overall, 2/3rd of the consumers are positively disposed to at least some advertisements on their mobile phones

Helpful 46 Irritating 28Useful 27Unnecessary 26

Entertaining 22Innovative 20Advanced 19Unpleasant 16Interfering privacy 16Painful 14Brilliant 14Excellent 13Worthless 11Unaffected 7

© Copyright 2009 Informate. Source: Informate Mobile Survey Overall Base: 982


Mobile Marketing

Receiving Mobile Advertising: Respondents having positive association with mobile ads would prefer to receive ads via SMS (84%) and as tickers on

an idle screen (24%).

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Mobile Ads that consumers would like to receive

Amongst the different mobile ads that consumers would like to receive, “Discount coupons” are perceived to be most enticing

© Copyright 2009 Informate. Overall Base: 982

Mobile Ads that consumers have responded to in the Past

Source: Informate Mobile Survey


Mobile Web

Mobile Internet perceived to make life easier….but prohibitive costs still a damper.

With Smartphones /GPRS enabled phones approaching affordable purchase range we have a case for a mobile-web revolution and Internet access going truly “mobile”.

Perception of respondents towards different mobile services (%)

© Copyright 2009 Informate. Source: Informate Mobile Survey

Mobile Internet

Mobile banking MMS

Content services Mobile TV GPS

Have made life easier 34 26 15 15 6 20 Is too expensive 21 4 13 16 18 15 Planning to use in near future 19 20 18 14 18 24 Interested but my handset not compatible 11 8 9 3 15 15 Not interested in the service 9 15 31 48 38 18 Is not safe 5 23 11 4 2 3 Too complicated to use 2 4 4 2 3 5

Internet browsing on mobile• Social networking (21%) followed by searching information (17%), are the most popular amongst users.• Orkut (29%) is the most accessed site under social networking category followed by Frenzo (20%) &

Facebook (17%).• Search is clearly dominated by Google with a 92% share

Overall Base: 982

Source: Informate Mobile Meter © Copyright 2009 Informate. Overall Base: 561

Mobile Internet and Mobile banking are the most popular mobile services as perceived by the users. There exist concerns on safety of mobile banking, which need to be addressed.


Mobile Entertainment

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

Share of total entertainment time (38 minutes/ day)

© Copyright 2009 Informate. Source: Informate Mobile Meter

Top 7 Songs - Aug 1st week - (Frequency of listening) Rank

Dhan te nan 1

Twist 2

Om Mangalam 3

Tu Ne Jo Na Kaha 4

Khudaya Ve 5

Morey Saiyan 6

Hai Junoon 7Overall Base: 845

Multimedia split- Time spent

[ 6 mins ]

[ 32 mins ]

[ 14 mins ]

[ 9 mins ]

[ 6 mins ]

[ 2 mins ]

Time spent on Multimedia activities is over 5 times as compared to total time spent on Games.

Around 32 minutes is spent on Multimedia activities daily – of which radio and camera usage account for a quarter of the share.

Overall Base: 845


Mobile Entertainment- Applications Installed

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

Chat Applications installed


Top 5 Chat applications (Frequency of installations) Rank

Mig33 1

Nimbuzz 2

OSchat 3

Queep 4

ebuddy 5

Call Applications installed

Top 5 call applications (Frequency of installations) Rank

Full screen caller 1

Call cheater 2

Interactive voice call master 3

Call magic 4

Yeigo 5



Mobile Phone – Active Game Time Spent

Mobile Gaming still at a nascent stage ……. Native games contribute to a large share of actual game usage

Game activity


Gamers?

”Gamers” are those people playing games on their phones at least once a month.

Game Categories

The mobile meter data shows that the average time spent by a “Gamer” is 10 minutes from a total of over 2 hours of active time.

Card category is the most favorite amongst gamers

Overall Base: 564

[ 10 mins ]

[ 124 mins ]



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

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mobile usage in india - an informate report

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