Vuclip Mobile User Behavior and Insights 2014

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Survey findings of Vuclip's mobile users demographics and video viewing behavior in India. The survey was conducted by Millward Brown.

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Vuclip Mobile User Behavior and Insights 2014

  1. 1. SURVEY FINDINGS OF DEMOGRAPHICS OF VUCLIP USERS & THEIR VIDEO VIEWING BEHAVIOR
  2. 2. Strategic Objective Non-Metro: 1) Understand VUCLIP user base from non- metro/smaller telecom circles 2) Identifying details in terms of engagement levels with mobile video & intention to view more mobile video in the future Metro: 1) Understand the viewership on smart phones and in more urban areas
  3. 3. 3 And who did we meet?
  4. 4. To begin with, here is a snapshot of the people on Vuclip platform 58% of the study audience were from Metros 42% of the study audience were from Non-Metros/smaller towns 47%were in the age group of 18 to 24 years (observed across metro & non-metros) 36%were in the age group of 25 to 34 years (observed across metro & non-metros) 77%of audience consists of Males (Overall) 23%of respondents were Females (Overall)
  5. 5. Among the Metro users, about a third of the population are based in Mumbai and Delhi 20% 14% 7% 6% 5% 7% 42% Delhi Mumbai Chennai Bangalore Kolkata Hyderaba d Non Metros OVERALL Zones Non Metro North 14% South 9% East 9% West 9% Unclassified 59% Majority of Non Metro users have not specified their respective centres 504Base Where is our audience from?
  6. 6. Do we know anything about their age? The respondents are majorly in the age bracket of 18-24 years Age Overall Metro Non Metro Base 504 293 211 <18 3% 3% 3% 18-24 47% 47% 47% 25-34 36% 35% 37% 35-49 12% 14% 9% 50+ 3% 2% 3%
  7. 7. What is the gender distribution of our audience? We see majority of Males across town-classes. However in Non Metro there are more females as compared to the Metro counterparts 62% 88% 38% 12% Metro | Non-Metro Base : 504 MALES FEMALES
  8. 8. What did we capture?
  9. 9. Demographic details about the users Age Gender City Education Brand of the devices used Behavior Watching videos on Mobile or Web or both Preferred medium/screen Connectivity of users Frequency of watching mobile videos Genres of mobile video content they consume on mobile Preferred length of video content (long vs. short) Intention to view more video in the future INFORMATION AREA
  10. 10. Are these audience brand and price conscious?
  11. 11. What brands of mobile PHONES do our audience use? Samsung followed by Nokia are the dominant handset players in Metro, however Nokia ahead of Samsung in Non Metro 15% 41% 2% 2% 7% 3% 19% 11% 36% 33% 0% 0% 3% 2% 7% 18% Metro Non Metro Base : 504
  12. 12. What are the costs of their mobile phones? Non metros claim to use less expensive phones as compared to Metros Cost of Mobile Device Metro Non Metro Base 293 211 Rs 1000 to 4000 26% 44% Rs 4001 to 8000 34% 32% Rs 8001 to 15000 23% 16% Above 15000 16% 9% Base : 504
  13. 13. What type of Internet Connection they own? Majority of the viewers are using 2G connection. Metro users have a higher penetration of 3G connection & Wi-Fi… 24% 18% 58% METRO 2G 3G WI-FI 19% 8% 73% Non-Metro Base : 504
  14. 14. What are their VIDEO viewing habits?
  15. 15. Majority of audience prefer to watch videos on mobile 87% 9% 4% 81% 12% 7% NON-METRO METRO MOBILES LAPTOPS TABLETS
  16. 16. How often do they watch a mobile video on their handset? These audience are heavy video viewers !!! Frequency of watching a mobile video Metro Non Metro Base 293 211 Everyday 56% 60% Once in 2 -3 days 25% 26% Once in a week 12% 9% Once in a month 5% 1% Less than once a month 2% 4%
  17. 17. We see metro consumers enjoying the video for more than 5 mins while Non metros prefer less than a minute. More than 5 mins 3 to 5 Mins 1 to 2 Mins Less than 1 min 59% 32% 6% 3% 24% 26% 11% 39% Metro Non Metro What is the duration of video preferred? Base : 504
  18. 18. When do they watch a mobile video People mostly watch videos while at home While TravellingAt Home At Work 72% 72% 12% 32% 19% 20% METRO NON-METROBase : 504
  19. 19. What Genre do they like watching? Majority of the audience is keen on watching movies and music! Within Non- Metro Lifestyle, TV shows & entertainment are also quite popular…. Genres of videos liked Overall Metro Non Metro Base 504 293 211 Movies & Music 61% 61% 60% Lifestyle 15% 10% 23% News 12% 10% 16% Sports 10% 11% 9% TV Shows & Entertainment 29% 18% 43% Regional 12% 5% 21% Others 9% 8% 11%
  20. 20. Summary 01 02 AUDIENCE CONTENT 03 BEHAVIOR • People watching mobile videos using VUCLIP have a skew of young set i.e. (18-24 yr. old) • Also they are mostly Males (77%). Within Non Metro the female proportion of viewers quite high compared to Metro centres. • Within Metros about a third of the viewing population is concentrated in Mumbai and Delhi. • Samsung is market leader in Metros among audience while Nokia holds Non Metro markets • Metro users claim to spend more on their handsets. • Movies & Music is mostly watched. Among Non Metro other genres like Lifestyle, TV show & Entertainment is also popular. • 2G is the most popular connection and 3G penetration is yet to percolate to the Non Metros. • Non Metro viewers seem to be more likely to have future considerations for watching online videos. • The viewers mostly use mobile as the device of choice while watching videos, within Non Metros the proportion is slightly higher. • Viewing length is generally more in the Metros while Non metros prefer shorter videos. • People prefer to watch the videos mostly at home and access the videos daily. Among Non – Metro users slightly higher incidence of watching videos while travelling / at work is observed.
  21. 21. APPENDIX
  22. 22. Overall we have graduates and above in our consumer base of the study, however in Non Metros we see a higher skew for them. Education All Metro Non Metro Base 504 293 211 Grad/Post Grad. (Professional) 26% 26% 26% Grad/Post Grad. (Normal) 30% 27% 34% College but not graduates 23% 23% 23% High School/Secondary High School 16% 17% 15% Primary School 1% 2% 0% Not educated 4% 5% 2% Profile : Education
  23. 23. Likeability to consider watching videos on mobile Non Metro viewers seems strong on future consideration. Likeability to consider watching videos on mobile All Metro Non Metro Base 504 293 211 Very Likely 53% 48% 58% Somewhat Likely 12% 12% 12% Neutral 31% 34% 26% Somewhat Unlikely 2% 2% 1% Very Unlikely 3% 3% 3%
  24. 24. THANK YOU !!!

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