Women on Mobile are a formidable force! Total women unique mobile subscribers in India are 159.2 million. Women at airports form 21% of the total footfalls, reason to target them on Airports. 53% of women in the age group of 18 – 34 years old, can’t live without their smartphones and 58% women go online via Smartphone more often than Tablet/Desktop. Usage of chat and VOIP applications is a rage with women with them having 30 sessions per day on Chat and VOIP platforms vis-à-vis men having 26 sessions per day. 26% of Android users are women and that data from iOS users tells us that 31% of women are iOS users. Living by these numbers, women prove to be a Mobile Advertiser’s dream as shoppers. Mobile Shoppers out of total women mobile subscribers is 29%, a share that needs to expand. They are seen using search engines (41%), social media channels (44%) and watch online videos (22%) so integrations on these channels is an opportunity to be explored. They spend Rs. 5,000 – 10,000 per month on e-commerce, all the more opportunity to target the women target group. 49% of all research women do on buying a product is on their Smartphones and clothes are on top of their mind, followed by Fashion Jewelry, fashion accessories, home décor and shoes. Over their purchase cycle, women use their smartphones to look for early inspiration and discovery (62%), prepared online to purchase offline (41%), sought advice online (22%) and compared options online (22%). Women spend a total time spent on shopping apps per month is 44 minutes.

1. Mobile Shoppers out of Total Women
Mobile Internet Subscriber Base
29% Female
Under
Rs. 2000/-
Rs. 2000-
5000/-
Rs. 5000-
10,000/-
Above
Rs.10,000/-
Men Women
Average spends on e-commerce per month
“all the more reason to concentrate on
the women target group”
Overall time spent on shopping apps
(Mins/ month)
Product categories shopped by women
49% Smartphone
68% Computer
4% Tablet
6% Other Internet
Device used for research while buying product
Men Women
Android
iOS
76%24%
31% 69%
OS Usage: Women Vis-à-vis Men
WOMENWOMENconsumer culture
O N M O B I L E
Total Population on Mobile (in Millions)
61272%28%
43% 57% 655
Unconnected
Population
Unique Subscriber
Penetration
WOMEN
MEN
53%
of women, in the age
group of 18-34 years,
cannot live without
their mobile!
Men
Women
Footfall in Indian Airports
21%
79%
Targeting women inside airports
with relevant brand communication
can capitalize on idle time.
With which Connected device you often go online?
58%
More often via smartphone
than computer/tablet
10%
Equally via smartphone
than computer/tablet
13%
More often via computer/tablet
than smart phone
Women Consumers on Mobile are
an Advertiser’s Opportunity
Usage of Chat and VOIP apps
No. of sessions per day
Men Women
30
26
Weekly online activity using the smart phone
Use search engines
Visit
social networks
Check emails
Play games
Watch online videos
Purchase products/services
Look for product information
Look up maps/ directions
Listen to music
Which Part of the Purchase Cycle
did women use their smartphone for?
Compared
choices online
Sought advice
online
Prepared online
for immediate
offline purchase
Looked for early
inspiration and
made initial
discoveries online
41%
62%
22%22%
Women on mobile are a
formidable force!
Clothes
Home Decor
Fashion Accessories
Fashion Jewellery
Shoes
DESK
Sources : *Connected Women 2015 report by GSMA *Via Inc. Pot 2014 data *Nelson informate mobile insights *Glens by Google
*Smartphone commerce @ Informate 2015 *eMarketer January 2015 *Via Adnear Report 2015 *Via Techin Asia
I N S I G H T S
O N I N D I A
41%
44%
33%
6%
22%
14%
10%
6%
2%
35%
26%
19%
8%
12%
MEN
WOMEN 44
49