Mobile  Usage in India <br />“an Informate Mobile Intelligence Report”<br />
Informate Mobile Tracker : Methodology<br />Informateis a cutting edge telecom research company providing Mobile Market In...
Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range ...
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 t...
Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track...
3<br />Moving to 3G <br />With 3G access we are heading towards a significant scenario change– time spent on  Traditional ...
4<br />Mobile Marketing<br />Currently almost a third of the total time spent on communication involves Messaging …<br />W...
Mobile Marketing <br />Overall, 2/3rd of the consumers are positively disposed to at least some advertisements on their mo...
Mobile Marketing <br />Amongst the different mobile ads that consumers would like to receive, “Discount coupons” are perce...
7<br />Mobile Web<br />Mobile Internet perceived to make life easier….but prohibitive costs still a damper.<br />With Smar...
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Mobile Usage In India - An Informate Report

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How exactly do people use their mobile phones? Which applications do they spend time on? This report is based on actual usage data captured using an opt-in research panel and mobile metering technology.

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  • Picture source: Tech2.in (http://tech2.in.com/media/images/2008/Apr/img_58741_prison_break.jpg)
  • * Source: Mobile Gaming in India – Statistics and Source of Consumption [Market Report]http://www.pluggd.in/mobile/mobile-gaming-in-india-statistics-consumption-source-report-4110/^ Source: http://www.telecomindiaonline.com/telecom-india-daily-telecom-insights-on-mobile-gaming-in-urban-india.html
  • * Source: Mobile Gaming in India – Statistics and Source of Consumption [Market Report]http://www.pluggd.in/mobile/mobile-gaming-in-india-statistics-consumption-source-report-4110/^ Source: http://www.telecomindiaonline.com/telecom-india-daily-telecom-insights-on-mobile-gaming-in-urban-india.html
  • * Source: Mobile Gaming in India – Statistics and Source of Consumption [Market Report]http://www.pluggd.in/mobile/mobile-gaming-in-india-statistics-consumption-source-report-4110/^ Source: http://www.telecomindiaonline.com/telecom-india-daily-telecom-insights-on-mobile-gaming-in-urban-india.html
  • Mobile Usage In India - An Informate Report

    1. 1. Mobile Usage in India <br />“an Informate Mobile Intelligence Report”<br />
    2. 2. Informate Mobile Tracker : Methodology<br />Informateis a cutting edge telecom research company providing Mobile Market Intelligence based on Actual mobile usage data<br /><ul><li>Respondents are recruited using purposive sampling as per the quota plan
    3. 3. Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range & available service operator
    4. 4. On successful registration & installation of the SmartMeter, his/her profile data is collected
    5. 5. 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
    6. 6. Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns</li></ul>Mobile User<br />Completes Registration<br />Agrees to be a part of the meter panel<br />Operator<br />Installs meter application on device<br />Informate<br />Oparticipating in the brands survey. Click http://test.mobileinformate.com/Ol.aspx?t=e31f1fedf288190 to continuen behalf of DB5, thank you for<br />How Informate works?<br />Active Time<br />Communication<br />Entertainment<br />Browsing<br />Ph. Mgmt<br />Other Apps<br />Others<br />Receives an SMS with a WAP link to the application<br />Option s Menu<br />Call<br />Games<br />Download<br />Phone <br />Navigation<br />Call Apps<br />Chat<br />Multimedia<br />Surfing<br />Security<br />Productivity <br />Suites<br />Application transfers usage data to Online Servers on a daily basis<br />Connectivity<br />Phone<br />Feature<br />e-mail<br />Phone<br />Utility<br />Online access to view periodic reports<br />What is captured by the SmartMeter?<br />Messaging<br />Voice Mail<br />Other <br />Communication<br />2<br />
    7. 7. 3<br />Moving to 3G <br />With 3G access we are heading towards a significant scenario change– time spent on Traditional communication activity [call and Messaging ] on mobile would be overshadowed by Entertainment and Internet browsing.<br />Mobile active time [ out of 24 hours ] <br /> Core activity split of the active time [ 2hr 14 mins] <br />[ 43 mins ]<br />[ 38 mins ]<br />[ 30 mins ]<br />[ 15 mins ]<br />[ 8 mins]<br />Source: Informate Mobile Meter<br />© Copyright 2009 Informate. <br />Overall Base: 845 <br />What is Active Time?<br />”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 &quot;Active Time&quot;<br />Informate’sMobile Usage Tracker reveals that the active time spent on the phone is over 2 hours a day.<br />Of the total active time spent on phone, 43 minutes are spent on Communication (Call,messaging,chat).<br />Interestingly Entertainment & Browsing together form a significant portion of the active time spent – over an hour daily!!<br />
    8. 8. 4<br />Mobile Marketing<br />Currently almost a third of the total time spent on communication involves Messaging …<br />We believe SMS marketing is still at a nascent stage, but is extremely attractive for targeting the young (Age group 18-24 years) who are most active on SMS <br />What constitutes Communication (43 minutes of usage/ day) <br />SMS Traffic Direction<br />[ 26 mins ]<br />[ 14 mins ]<br />[ 2 mins ]<br />[ 1 min ]<br />© Copyright 2009 Informate. <br />Source:Informate Mobile Meter<br />Overall Base: 845 <br />Volume of incoming messages is higher than outgoing: 1 SMS sent for every 2 SMS received .<br />Messaging more active amongst the younger age groups.<br />
    9. 9. Mobile Marketing <br />Overall, 2/3rd of the consumers are positively disposed to at least some advertisements on their mobile phones<br />Adjectives associated with Mobile Ads.<br />Source:Informate Mobile Survey<br />© Copyright 2009 Informate. <br />Overall Base: 982 <br />Discussion on appropriateness and content of advertisements continues with Mobile ads. … <br /> - While Helpful, Useful, Entertaining and Innovative are some of the positive adjectives used to associate Mobile ads – negative associations such as Irritating, Unnecessary , Unpleasant and Interfering delivers a caution on use.<br />5<br />
    10. 10. Mobile Marketing <br />Amongst the different mobile ads that consumers would like to receive, “Discount coupons” are perceived to be most enticing<br />Mobile Ads that consumers have responded to in the Past<br />Mobile Ads that consumers would like to receive<br />© Copyright 2009 Informate. <br />Source: Informate Mobile Survey<br />Overall Base: 982 <br />Receiving Mobile Advertising: Respondents having positive association with mobile ads would prefer to receive ads via SMS (84%) and as tickers on an idle screen (24%).<br />6<br />
    11. 11. 7<br />Mobile Web<br />Mobile Internet perceived to make life easier….but prohibitive costs still a damper.<br />With Smartphones /GPRS enabled phones approaching affordable purchase range we have a case for a mobile-web revolution and Internet access going truly “mobile”.<br />Perception of respondents towards different mobile services (%)<br />Mobile Internet and Mobile banking are the most popular mobile services as perceived by the users. <br />There exist concerns on safety of mobile banking, which need to be addressed. <br />© Copyright 2009 Informate. <br />Source:Informate Mobile Survey<br />Overall Base: 982 <br />Internet browsing on mobile<br /><ul><li>Social networking (21%) followed by searching information (17%), are the most popular amongst users.
    12. 12. Orkut (29%) is the most accessed site under social networking category followed by Frenzo (20%) & Facebook (17%).
    13. 13. Search is clearly dominated by Google with a 92% share</li></ul>© Copyright 2009 Informate. <br />Overall Base: 561<br />Source: Informate Mobile Meter<br />
    14. 14. 8<br />Mobile Entertainment<br />Multimedia activities which include playing songs, listening to music and viewing pictures form a major chunk of time spent on entertainment activities.<br />Share of total entertainment time (38 minutes/ day)<br />Multimedia split- Time spent<br />[ 32 mins ]<br />[ 2 mins ]<br />[ 14 mins ]<br />[ 6 mins ]<br />[ 6 mins ]<br />[ 9 mins ]<br />Source: Informate Mobile Meter<br />© Copyright 2009 Informate. <br />Overall Base: 845 <br />Time spent on Multimedia activities is over 5 times as <br />compared to total time spent on Games.<br />Around 32 minutes is spent on Multimedia activities <br />daily – of which radio and camera usage account for a <br />quarter of the share.<br />Overall Base: 845 <br />
    15. 15. 9<br />Mobile Entertainment- Applications Installed<br />Users moving up from using only native applications - Potential for third party applications <br />Chat Applications installed<br /> Call Applications installed<br />Source:Informate Mobile Meter<br />© Copyright 2009 Informate. <br />
    16. 16. 10<br />Mobile Phone – Active Game Time Spent<br />Mobile Gaming still at a nascent stage ……. Native games contribute to a large share of actual game usage<br /> Game activity<br />Game Categories<br />[ 10 mins ]<br />[ 124 mins ]<br />Source:Informate Mobile Meter<br />© Copyright 2009 Informate. <br />Overall Base: 564 <br />Gamers? <br />”Gamers” are those people playing games on their phones at least once a month.<br />The mobile meter data shows that the average time spent by a “Gamer” is 10 minutes from a total of over 2 hours of active time.<br />Card category is the most favorite amongst gamers <br />
    17. 17. 11<br />Questions?<br />If you are interested in purchasing research reports or other Informate services or if you have a question about our research please contact:<br />Deepak Dasila<br />deepak.d@informatemi.com<br />answers@informatemi.com<br />Phone: +91 22 4068 2894<br />Registered Office:Informate Mobile Intelligence Pvt. Ltd.517, Palm Spring, 5th Floor, New Link Road, Malad (W),Mumbai - 400064, India.Ph: 022-40682822<br />

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