informate - mobile usage trends in india
DESCRIPTION
Mobile Usage trends amongst mid-high end users in India captured via on-device metering technology. This provides actual usage vs. stated usage through surveys.TRANSCRIPT
© 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”
Trend Analysis : April to September 2009
© Copyright 2009 Informate.
Informate Mobile Tracker : Methodology
2
• 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
Option s Menu
OperatorOperator
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 dataInformate 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
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
© Copyright 2009 Informate. 3
Mobile - Key websites accessed
Google and its allied services are the most accessed websites followed by Yahoo & its allied services
Source: Informate Mobile Meter
© Copyright 2009 Informate. 4
Mobile – Key Websites visited
Key Website visited
Source: Informate Mobile Meter
BFSI & Online trading
ICICIbank
BSE
NSEIndia
Dating & Matrimonial
ShaadiBharatmatrimony
Jeevansaathi
VASstorefront
Getjar
Ovi
Ownskin
Travel & Tourism
Indian Railways
MakeMyTrip
Yatra
Social Networking
Orkut
My gamma
Web Communication
Gmail
Yahoo India Mail
Rediff Mail
Top 3 website visited in key categories
Overall Internet Media
Social Networking
Search
Webmail
Search Engines
Yahoo
Bing
© Copyright 2009 Informate. 5
Mobile – Key Applications Usage
Sept ‘09 Classification Share of mins % Reach % Usage / User/
Day (mins)Unique users
(‘000)
Visual Radio Radio 1.68% 27.3% 10.1 2576
Nimbuzz Chat 1.32% 7.4% 30.2 602
Card Deck Game -Card 0.9% 7.6% 18.4 715
RockeTalk Chat 0.8% 2.4% 54.9 224
Solitaire Game-Card 0.6% 4.0% 8.5 325
Bubble Breaker Game-Puzzle 0.6% 11.5% 8.0 420
Windows Media Media player 0.6% 20.0% 4.5 730
Qeep Chat 0.4% 1.2% 73.3 98
Dictionary Dictionary 0.4% 9.3% 8.3 757
RealPlayer Media player 0.4% 30.4% 2.2 2867
Source: Informate Mobile Meter
Music, Games and Chat are most used applications by mobile users
© Copyright 2009 Informate. 6
Average Usage Duration
Informate Mobile Usage tracker reveals that active time spent on the phone is steady over last 2 months (approximately 2hrs 45 minutes/ day)
Almost 30-32% of the total active time (approximately 50 minutes) is spent on communication.Entertainment & Browsing together form a significant portion of the active time spent – around one and half hours daily.
Core Activity Split (Share of Total Active Time)Usage time per user (Minutes/ day)
Source: Informate Mobile Meter
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"
Overall Base:- 2346
© Copyright 2009 Informate. 7
Communication Split
Calling constitute a major portion of the Communication, but Messaging and Chat is emerging as a good substitute for Communication.
What constitutes Communication?
Time spent on Calling is comparatively high but shows downward trend.On an average 25-30 minutes of active time is spent on voice calls.Almost 15-20 minutes of the active time is spent on Messaging.Time spent on chat shows upward trend.
Source: Informate Mobile Meter
Messaging
2.5 2.2 1.9 2.0 1.7 0.5
Volume of incoming messages is double than outgoing messages month on month, possibly due to receipt of promotional messages.
Time spent on Messaging shows upward trend in last 4 months.
Overall Base:- 2346
Overall Base:- 2346
© Copyright 2009 Informate. 8
Communication Split
Mobile users make/ receive around 340 calls per month and spend close to 12 hours / month on calls.
Calling
Source: Informate Mobile Meter
Time spent on calling activity is in the range of 30-35 minutes across all the months.Number of incoming calls are higher than outgoing calls( possibly due to the marketing / promotional calls), whereas average time spent on outgoing calls is higher than incoming calls.
Overall Base:- 2346
© Copyright 2009 Informate. 9
Entertainment Split
Multimedia activities which include playing songs, listening to music and viewing pictures form a major chunk of time spent on entertainment activities.
Source: Informate Mobile Meter
Multimedia SplitWhat constitutes Entertainment?
On an average 40-45 minutes is spent on Entertainment activity.Time spent on Multimedia activities is almost 5 times as compared to time spent on Games.Media player & Gallery constitute major portion of the Multimedia time. It also shows upward trend month on month.
Source: Informate Mobile Meter
Gallery- Viewing, editing, organizing images & songs
Overall Base:- 2346 Overall Base:- 2346
© Copyright 2009 Informate. 10
Game Split
Native games contribute to a large share of actual game usage
Game Categories
Source: Informate Mobile Meter
Jul,09 Aug,09 Sep,09 Aprl,09 May ,09 Jun, 09
Average time spent by a “Gamer” shows downward trend .
Card & Puzzle categories are the most favorite amongst gamers.
Game Active Time
Overall Base:- 2346
© Copyright 2009 Informate. 11
Music & Camera Usage
Mobile users listen on an average 100 songs and clicks 15-18 photos in a month
Source: Informate Mobile Meter
Music Details
Camera Details
Overall Base:- 2346
Overall Base:- 2346
© Copyright 2009 Informate. 12
Mobile - Applications Usage
Users moving up from using only native applications - Potential for third party applications
Chat Applications Usage - Top 3 Chat applications (By duration)
Apr ‘09 May ’09 Jun ’09 Jul ’09 Aug ’09 Sep ‘09
Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz
Qeep Qeep Qeep Mig33 RockeTalk RockeTalk
eBuddy Mig33 Mig33 Qeep Qeep Qeep
Source: Informate Mobile Meter
Call Applications Usage - Top 3 Call applications (By duration)
Apr ‘09 May ’09 Jun ’09 Jul ’09 Aug ’09 Sep ‘09
Talkonaut Call Cheater Talkonaut CallerID FUU Call Manager
Call Cheater Call Manager Call Cheater Inesoft Dialer Call Cheater Full screen caller
Call Manager Full screen caller Inesoft Dialer Full screen caller Full screen caller Call Magic
© Copyright 2009 Informate. 13
Mobile Users- Profile
Age groups %
18-24 yrs 43%
25-30 yrs 28%
31-35 yrs 13%
36-40 yrs 7%
40+ yrs 8%
Source: Informate Mobile Meter
SEC %
SEC A 54%
SEC B 33%
SEC C, D & E 13%
Marital status %
Single 60%
Married 40%
Gender %
Female 15%
Male 85%
Operators %
Airtel 41%
Vodafone 18%
BPL 14%
BSNL 13%
Idea 8%
Reliance 3%
Aircel 2%
Spice 1%
© Copyright 2009 Informate. 14
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