Informate - SmartPhone Metrics And Analysis - March 2010
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Informate - SmartPhone Metrics And Analysis - March 2010

  • 4,584 views
Uploaded on

Snapshot of the SmartPhone Usage trends with specific emphasis on India. Some predictions regarding 'shape of things to come' for content consumed on SmartPhones.

Snapshot of the SmartPhone Usage trends with specific emphasis on India. Some predictions regarding 'shape of things to come' for content consumed on SmartPhones.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,584
On Slideshare
4,516
From Embeds
68
Number of Embeds
4

Actions

Shares
Downloads
296
Comments
0
Likes
2

Embeds 68

http://www.slideshare.net 65
http://webcache.googleusercontent.com 1
http://www.lmodules.com 1
http://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SmartPhone Usage Metrics
    March 2010
  • 2. Contents
    • Growth of Mobile Internet
    • 3. Impact of 3G on Content Consumption
    • 4. SmartPhones Ramp Up
    • 5. India’s position in the Global Mobile Marketplace
    • 6. Top Content Genres – Informate Analysis
    • 7. Music
    • 8. Games
    • 9. News
    • 10. Social Networking
    • 11. Search
    • 12. Mobile Advertising
  • Mobile Internet Will Be Bigger Than Most Think
  • 13. Globally, more users are likely to connect to the Internet via mobile devices than desktop PCs
    Computing Growth Drivers Over Time, 1960 -2020E
    More Than
    Just Phones
    1,000,000
    Mobile
    Internet
    100,000
    SmartPhone
    Kindle
    Tablet
    MP3
    Cellphone/PDA
    Car Electronics
    GPS/ ABS, A/V
    Home
    Entertainment
    Games
    Wireless Home Appliances
    Desktop
    Internet
    Increasing Integration
    10,000
    10B+
    Units?
    1,000
    PC
    Devices/Users (MM in log scale)
    1B+s
    Units/Users
    100
    Minicomputer
    100MM+
    Units
    10
    10MM+
    Units
    Mainframe
    1
    1MM+
    Units
    1960
    1970
    1990
    2000
    1980
    2010
    2020
    Note: PC installed base reached 100MM in 1993, cellphone/ internet users reached 1B in 2002/ 2005 respectively (ITU, Mark Lipacis, Morgan Stanley Research)
    Source: Morgan Stanley – The Mobile Internet Report, December 2009
  • 14. The ramp up of Mobile Internet will be a lot faster than the Desktop Internet
  • 15. It took iPhone & iTouch just 9 quarters to reach a base of 57 mn users
    Mobile Internet Outpaces Desktop Internet Adoption
    iPhone +iTouch users = 8x AOL users 9 quarters after launch
    Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07) Source: Morgan Stanley – The Mobile Internet Report, December 2009
  • 16. 3G will drive the reach and popularization ofMobile Internet
  • 17. We seem to be at an inflection point as 3G will soon cross 20% penetration worldwide
    Global 3G + Subscribers & Penetration, 2007 – 2014E
    2010E: Inflection Point
    3G Penetration Reaches
    Sweet Spot
    2776
    2348
    1928
    1503
    1055
    688
    430
    273
    Note: 3G+ technologies include WCDMA, HSPA, TD-SCDMA, 1xEV-DO, LTE and WiMax (Source: Ovum Estimates, Morgan Stanley Research)
    Source: Morgan Stanley – The Mobile Internet Report, December 2009
  • 18. SmartPhone share of content is far higher than their shipment share
  • 19. SmartPhone penetration has reached 10-20% mark across
    developed markets and is expected to rapidly increase over the years
    Note: Net Applications collects data from ~160MM monthly visitors on mobile devices hat render full HTML pages and JavaScript. Visits to WAP pages are excluded
    Source: Morgan Stanley – The Mobile Internet Report, December 2009 [AdMob Mobile Metrics Report (10/09), Net Applications (0409), Gartner (CQ3:09)]
  • 20. Mobile Internet in India is already at a significant level
  • 21. India is in the forefront in the global Mobile Internet Marketplace
    • India ranks No. 2(second only to USA) in the global ad requests served by AdMob, one of the largest mobile ad networks in the world.
    • 22. India ranks thirdamong the top markets for Opera Mini, which reported that page views and unique users in India have gone up by 202% and 61%respectively in the last 15 months.
    • 23. Informate’s own analysis based on actual usage of SmartPhone handsets shows that Mobile Internet page views have more than doubled in the last 6 months.
  • Only a quarter of the time spent on SmartPhones in India is for voice / SMS communicationEntertainment, Browsing and Applications dominate overall time spends
  • 24. Top content genres on SmartPhones in India
    Browsing commands highest share of time spent- more than calls and messaging put together. Entertainment (comprising media player, gallery, online video sharing, games, radio, camera) as a category has a sizeable share.
    Share of Screen
    Share of screen depicts the time spent on each of the activities as a share of the mobile screen space.
    Active Time: Time spent on mobile phone doing deliberate activities.
    Example: Calling, playing games, Listening to music etc.
    Active Time 152 mins
    Active Time 196 mins
    All figures represent % of
    active time spent on
    the handset
    Windows Mobile SmartPhones
    Symbian SmartPhones
    Base: Informate SmartMeter India,
    December 2009 Track
    14
  • 25. Share of Time Spent
  • 26. More music will be consumed in India through mobile phones than through any other medium within the next few years
  • 27. Multimedia Usage on SmartPhones
    Share of Multimedia – 48 minutes/ day
    Smartphone users spend 25 mins/ day on media player apps
    Base: Informate SmartMeter India ,December 2009 Track
  • 28. The mobile phone will be the No. 1 gaming device in India when it comes to share of time spent
    18
  • 29. 6 out of every 10 users have played a game in the last 1 month
    An average users spends about 12 minutes/ day on gaming which translates to 6 hours per month per user!
    Source: Informate SmartMeter Tracker Nov ‘09
    Source: Informate SmartMeter Tracker Nov ‘09
    Mobile Game Usage Base: Ever played any game in November 09:
  • 30. The mobile phone will be the No. 1 medium for delivering ‘Breaking News’ in the future
  • 31. News on Mobile Phones on the rise
    • 1 out of every 7 users accesses news on their mobile phones through their phone browser
    • 32. 11% of the users have used a downloadable news application on their phone in the previous month
    Base: Informate SmartMeter India, December 2009 Track
  • 33. Eventually, more people will access Social Networking sites through their mobile phones than through desktop PCs
  • 34. 4 out of 10 SmartPhone users visit Social Networking sites using their phones and 10% of the total page views are attributed to these sites
    Social Networking Website’s Share of Page Views (%)
    Social Networking as a category commands 6.9% of overall page views in Dec
    Base: Ever browsed any website in Dec,2009
    Share of Page Views: (%): Percent of total page views accounted for by
    the specific site page views during the report month
    Orkut is the most popular social networking site in terms of both reach & page views. It is followed by Facebook & Mygamma
  • 35. More searches will happen on mobile phones than Desktop PCs
  • 36. Search is the most popular genre on the Mobile Internet
    With more than 70% penetration and a close to 7% share of page views, search dominates the mobile web in India
    VAS Portal
    Low Reach;
    High Share of Page Views
    Social Networking
    Webmail
    Adult Content
    High Reach;
    Low Share of Page Views
    Web communication
    Content Sharing
    Telecom
    BFSI
    Base: Ever browsed any website in Dec,2009
    Reach(%)
    Our smart meter tracker reveals that Telecom websites have high reach but are clicked significantly lesser number of times than other web categories. New mantras on the web like Content sharing, Entertainment , Web communication & specific interest areas like BFSI & Sports have low reach & page views but they are expected to catch up fast.
  • 37. Advertising $$ will eventually follow eyeballs and there are already a lot of eyeballs glued to the Mobile in India
  • 38. What about Mobile Advertising?
    • Advertising dominates Global Desktop Internet revenue
    • 39. That’s not the case for the Mobile Internet today – advertising accounts for a small share
    • 40. But there is large scope for disruptive innovation for monetizing the opportunities that the medium has made available
    • 41. At the same time, strong reliable metrics will act as a catalyst to the growth of Mobile Advertising
  • Thank Youfor more details contactanswers@informatemi.commore SmartPhone Metrics available at www.smartmobi.inwww.smartmobi.us