smartphone user persona report 2015 - india
TRANSCRIPT
2015c
Smartphone user basein India (Millions)
India’s Smartphone Growth Story
2013
Source: eMarketer
CAGR (2013-17)
26%
74
116
160
195
234
2014 2015 2016 2017
Young Smartphone User Base
59%
20% 7% 4% 6%
4%
<18 Yrs 18-24
25-30 31-35 36-40 40+Yrs
Marketers need to think beyond just demographics and consider
smartphone user profiling based on interactions with their devices.
Age-group wise break-up (%)
2015c Smartphone User Segmentation conducted for Vserv
63%of smartphone users are
under 25 Years
Smartphone user base composition: Share (%)
Mapping Smartphone User Persona
15%
16%24%
10%15%
20%
APP JUNKIESHighest number of app and game downloads and installs in a month.
UTILITARIANSUtility-driven app usage, along withapps for voice calls and messaging.
DABBLERSUse smartphones infrequently,seldom access apps and sites.
CONVERSATIONALISTSUse smartphones primarily for
making calls, very low app usage.
ENTERTAINMENT BUFFSBiggest consumers of games, videos, music and internet on smartphones
SOCIAL STARSSpend over 2 hours a day using
social networking and chat apps.
2015c Smartphone User Segmentation conducted for Vserv
?
Smartphone users in India, on an average, spend
169 mins per day on their device.However, usage pattern varies across smartphone
user personas.
160
263
84
211 4.8 2.9
6.718.5
4.7
2.6
178 5.1 2.6
2.7
1.4
76 3.4 1.5
Time SpentMins/Day
Apps/GamesInstalled/Month
Total Data Consumption
GB/Month
App Junkies
Dabblers
Utilitarians
Entertainment Bu�s
Conversationalists
Social Stars
2015c Smartphone User Segmentation conducted for Vserv
Social networking and Chat/IM genres witnessed a single app dominating
its respective category across all 6 smartphone user personas. However,
smartphone activities like mobile music streaming and shopping
(E-tailing) have multiple apps competing for the top spot.
Reach (%) 32.5
11.2Time spent byusers (mins/day)
Mobile Gaming
16.8
8.8
4.9
28.7
Reach (%) 13.4
0.5Time spent byusers (mins/day)
Music Streaming
8.1
0.3
6.6
0.7
Reach (%) 33.9
1.4Time spent byusers (mins/day)
Shopping (E-tailing)
20.0
1.1
17.8
0.6
2015c Smartphone User Segmentation conducted for Vserv
Frequently Used Apps
Google Play PayTM9Apps
Over-Indexing Profile< 18 yrs
Male
Students
Metros
3G connection
High end devices 15K+
Mins/Day4Mins/Day160 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi1.1 GB 5.6 GB
Apps Games16.4 2.1
42 Mins
Time spent on app store per day
62O�ine
activities
64Onlineapps
16Calls &
messages
18Browsing
APP JUNKIESThis user persona sees the highest number of
app and game downloads and installs in a month.
Share in the smartphone user base
24%
(Mobile Prime-Time)Between 8pm-12pm
2015c Smartphone User Segmentation conducted for Vserv
25%
3%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
3.0
2.4
2.0
1.0
20.2
4.4
2.5
1.6
23%Entertainment
7.9
2.3
4.1
1.4
19%Seeking Info
Time spent
by users
(mins per day)
Search
Sports Apps
App Store
News
30%Utility
2.6
1.8
0.6
1.3
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
31.7
8.9
1.3
Games
Image Apps
Video
Music Apps
Share of Time Spent Per Day (%)
2015c Smartphone User Segmentation conducted for Vserv
Frequently Used Apps
WhatsApp Facebook Hike
Over-Indexing Profile18-24 yrs
Female
Single
Well Educated
Metro, Mini Metros
High end devices 15K+
SEC A
Mins/Day121Mins/Day263=
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi0.7 GB 2.0 GB
Apps Games4.2 0.5
(Mobile Prime-Time)Between 8pm-12pm70 Mins
On Chat & Social Networking Apps
72O�ine
activities
150
Onlineapps
23Calls &
messages
18Browsing
SOCIAL STARSThis user persona spends over 2 hours a day
catching up with the world on social networking and chat apps.
20%
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base
46%
1%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
2.9
4.1
1.1
1.1
17.5
9.7
2.9
2.5
17%Entertainment
15.6
2.1
2.0
1.0
13%Seeking Info
Time spent
by users
(mins per day)
Search
Sport Apps
App Store
News
23%Utility
3.8
1.7
0.7
2.3
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
106.8
16.4
9.6
Games
Image Apps
Video
Music Apps
2015c Smartphone User Segmentation conducted for Vserv
Frequently Used Apps
Phone WhatsApp Gmail
Over-Indexing Profile25+ yrs
Female
Married
Mini Metros
Low end devices <10K
SEC B,C,D
60%Mins/Day84 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi0.5 GB 0.9 GB
Apps Games2.3 0.3
22 Mins
Share of outgoing calls
30O�ine
activities
33Onlineapps
14Calls &
messages
7Browsing
16%CONVERSATIONALISTS
2015c Smartphone User Segmentation conducted for Vserv
They use their smartphone primarily for making calls. Their app usage is very low.
Share in the smartphone user base
(Mobile Prime-Time)Between 8pm-12pm
32%
2%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
1.6
1.7
0.8
0.7
12.0
3.1
1.2
0.7
22%Entertainment
0.8
1.6
0.9
1.1
11%Seeking Info
Time spent
by users
(mins per day)
Search
Sports Apps
App Store
News
33%Utility
2.1
0.9
0.5
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
23.5
5.6
1.0
Games
Image Apps
Video
Music Apps
2015c Smartphone User Segmentation conducted for Vserv
2.8
Frequently Used Apps
MX Player YouTube Gaana
Over-Indexing Profile
Up to 24 yrs
Male
Students
Mini Metros & Lower
Low end devices < 10K
SEC C,D,E
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi0.9 GB 2.0 GB
Apps Games4.2 0.6
55 Mins
53Mins/Day211 = Games, Music,
Videos
Mins84O�ine
activities
57Onlineapps
13Calls &
messages
58Browsing
15%ENTERTAINMENT BUFFSThey spend a large chunk of their time on smart
phones playing games, watching videos, listening to music and browsing.
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base
(Mobile Prime-Time)Between 8pm-12pm
19%
1%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing30.4
4.7
3.2
1.7
30%
2.4
4.7
2.4
3.5
Search
Sports Apps
App Store
News
20%Utility
3.3
2.2
0.7
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
Entertainment
30%Seeking Info
2.8
3.4
1.9
1.0
36.8
6.2
1.9
3.1
Frequently Used Apps
Viber HDFC News Hunt
Over-Indexing Profile25+ yrs
Males
Married
Metros
3G connection
Mid and high end
devices 10K+
SEC A
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi0.8 GB 1.8 GB
Apps Games4.6 0.5
46 Mins
15%UTILITARIANS
Mins/Day178 = 50
O�ine activities
59Onlineapps
56Calls &
messages
13Browsing
50 Mins - Calls
39 Mins - Chat & VOIP
Their app usage is primarily utilty-driven along with apps for voice calls and messaging.
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base
(Mobile Prime-Time)Between 8pm-12pm
25%
2%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
2.6
1.8
1.2
1.2
15.9
2.2
1.5
0.9
15%Entertainment
4.6
2.9
1.4
2.0
Seeking InfoSearch
Sports Apps
App Store
News
47%Utility
6.1
2.0
0.8
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
37.7
8.9
2.0
11%
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
1.6
Frequently Used Apps
NativePhone
Native Media Player
NativeBrowser
Over-Indexing Profile< 18 & 36+ yrs
Female
Married
Metros
Low end
devices < 10K
SEC A
Mins/Day76 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi0.4 GB 1.1 GB
Apps Games2.9 0.5
20 Mins
26O�ine
activities
32Onlineapps
12Calls &
messages
7Browsing
10%DABBLERS
Lowest smartphone engagement observed
across personas
They use their smartphones infrequently, seldom accessing apps and sites.
2015c Smartphone User Segmentation conducted for Vserv
?Share in the smartphone user base
(Mobile Prime-Time)Between 8pm-12pm
34%
1%Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
1.2
1.2
0.7
0.5
10.0
2.6
1.4
0.6
22%Entertainment
0.7
1.4
1.0
1.1
Seeking InfoSearch
Sports Apps
App Store
News
31%Utility
1.8
0.8
0.4
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
23.5
4.3
1.2
12%
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
?
2.8
Vserv’s unparalleled reach across theIndian smartphone user base
Vserv has access to 74% of the smartphone user base in India
App Junkies 23
19
15
14
14
9
Social Stars
Conversationalists
Entertainment Bu�s
Utilitarians
Dabblers
Reach across all Smartphone User Personas in India (In Millions)
2015c
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Source and Methodology
Nielsen Informate Mobile Insights derived the
smartphone segments based on automated
usage data collected from 12,000 Smartphone
users across India.
Six smartphone user personas emerged from
the two-step cluster analysis done using 22
actual smartphone usage parameters as input
variables, captured over a 3 month period
(OND’14)
Actual smartphone usage and consumption
patterns are captured with innovative
smartphone metering technology installed by
opt-in panelists on their smartphones.
2015c
2015c
About Vserv
Vserv is the leading smart data platform for mobile marketing and commerce. The platform has
the largest mobile internet user base in India & Southeast Asia with unique and rich insights on
these users. Vserv’s revolutionary platform transforms big data to smart data, empowering
companies to achieve sharper results. Founded in 2010, Vserv has over 500 Mn unique user
profiles globally, and is backed by Maverick Capital, IDG Ventures India & Epiphany Ventures.
For details, please visit www.vserv.com
Nielsen Informate Mobile Insights leverages innovative smartphone metering technology to
provide insights into evolving consumption patterns of mobile device users. Based on accurate,
real-time usage data, we help clients understand consumer behavior and develop product and
marketing strategies. Nielsen-Informate Mobile Insights maintains opt-in Smartphone panels to
generate syndicated reports, in addition to building custom panels and conducting custom
surveys for clients. Our insights aid decision makers across various segments like operators,
OEMs, publishers, advertisers, content creators and aggregators and application developers.
Nielsen Informate Mobile Insights is an alliance between Nielsen Holdings N.V. (NYSE: NLSN)
and Informate Mobile Intelligence.
About Nielsen-Informate Mobile Insights