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The Emerging Indian Tablet User

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Consumer Adoption of Connected Devices & Impact on Media Planning - a joint study by InMobi & Mobext

Consumer Adoption of Connected Devices & Impact on Media Planning - a joint study by InMobi & Mobext

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  • 1. CONSUMER)ADOPTION)OF)CONNECTED)DEVICES)AND)IMPACT)ON)MEDIA)PLANNING)INDIA:&SEP&2012&
  • 2. Se4ng)the)Context)
  • 3. Mobile)devices)are)the)#1)channel)for)media) ▪  !The!average!mobile!web!user!in!India! consumes!5"hours"of"media!daily.! ▪  Mobile!devices!represent!33%!of!this! ;me.!
  • 4. Rapidly)growing)mobile)internet)usage)surpassed)more)highly)moneLzed)desktop)Internet)usage)in)May’2012,)in)India)
  • 5. Growth)in)technology)adopLon) ▪  One!tablet!generates!as" many"website"visits"as"four" smartphones." ▪  By!the!end!of!Q1!2012! smartphones!accounted!for! 6.1%"of"site"visits"compared" to"4.3%"on"tablet." Device!Shipments! Website!Visits! 2009J2011! Q1!2012!Ref:!Adobes!Digital!Index!Report!
  • 6. 54.24%"of"Indian"Desktop"Users"" &"56.3%"Smartphone"users""are"likely"to"Purchase"a"Tablet" in"next"6"Months!"
  • 7. Background) In!early!2012!InMobi,!the!largest!independent!mobile!ad!network,!partnered!with!Mobext,!the!mobile!marke;ng!network!of!Havas!Digital,!to!conduct!a!study! to!bePer!understand!how!consumers!are!using!mobile!connected!devices!and! how!they!fit!into!the!decisionJmaking!process.!
  • 8. Research)ObjecLves)!  To!conduct!the!first"global"on"device"study"of! consumer!use!of!tablets,!smartphones!and!laptops!!  To!understand"the"difference"in"usage"and"behaviour" across!the!3!devices!!  To!iden;fy!the!role"that""connected""devices"play"in"the" path"to"purchase"
  • 9. Research)Methodology)▪  OnJdevice!survey!distributed!via!InMobis!global!mobile!ad!network!▪  Currently!9,400!responses!across!7!markets! ▪  Indian"Respondents":"2820"▪  Full!range!of!smartphones!and!tablets!across!all!major!mobile!OS!plaXorms.!
  • 10. Findings/Results)
  • 11. This!is!a!!!Love"Story 96%"of!the! 49%"of!the!respondent! respondent! 36%"would!not" will"spend"more"in"the" want"to"be"regularly"use" future"on"Laptops" their" separated"from" smartphone" their"tablet"
  • 12. Overall)daily)Lme)spent)on)digital)devices)Average"Sme"spent"by"an"Indian"on"all"devices" 176.3 Minutes An"average"Indian"spends"more" 247.6 Minutes Sme"on"his"Smartphone"than" a"Desktop"or"a"Laptop" 136.3 Minutes
  • 13. Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes) Average!number!of!ac;vi;es!different!devices!are!used!for! !3.2" !2.6" !2.9" Communicated!with!a!friend! Banking! Communicated!for!business!purposes! Finding!out!informa;on! Shopping! Entertainment!
  • 14. Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes) Desktops!&!Tablets!are!used!in!equal!measure!for!both!funcSonal"and"entertainment" whereas!Smartphones!used!as!Entertainment"and"communicaSon"device!!
  • 15. Print)readership)&)Physical)Shopping)migrates)to)the)Connected)devices)AcSviSes"people"do"less"aer"buying"a"Laptop,"Smartphone"or"a"tablet"100) 90) 30.5) 80) 30.5) 29.5) 70) 27.5) 60) 21.5) 24.1) 20.5) 50) 21.9) 21.1) 29.5) 18.8) 40) 18.3) 34.5) 17.8) 30) 27.4) 27.7) 25.2) 20) 20.0) 16.3) 16.4) 10) 5.2) 0) Watched"TV" Read"a" Read"a"magazine" Listened"to"the" Read"a"book"(in" Accessed"the" Gone"shopping" newspaper"(in" (in"print)" radio"(on"a"radio" print)" internet"via"a" in"a"physical" print)" set)" laptop"/"desktop" store"
  • 16. Media)Content)consumpLon)through)connected)devices)Frequency"of"accessing"media"content"from"connected"devices"!200.00!!!150.00!! An"average"Indian"access"Media"!100.00!! content"More"from" Tablets " than"a"Smartphone"or"a"Desktop" !50.00!! !J!!!! Several!;mes! Once!a!day! Several!;mes! 1!hour!–!2! Less!than!one! a!day! a!week! hours! week!
  • 17. Over)50%)in)India)spend)at)least)an)hour)a)day)accessing)media)content)on)their)tablets) More"than"2" hours" None" Less"than"5"min" 15%" 2%" 7%" 5"min"–"30"min" 1"hour"–"2" 31%" hours" 17%" 30"min"–"1"hour" 28%"
  • 18. 66%"of"the"Tablet"user"States"“It"is"easier"to"access"content"on"a"tablet"than" Smartphone"or"Laptop"
  • 19. Use)of)Connected)Devices)during)the)day!)During!a!Typical!Day,!at!What!Times!Do!Users!Usually!Use!their!device?!60"50"40"30"20"10" 0" 6AMd8:59AM" 9AMd11:59AM"12PMd2:59PM" 3PMd5:59PM" 6PMd8:59PM" 9PMd11:59PM"12AMd2:59AM" 3AMd5:59AM"
  • 20. Use)of)Connected)Devices)during)the)day!) Tablet!use!peaks!between!6pm!and! midnight!–!and!is!mainly!used!at! home!! ! Whereas!Smartphone!&!Laptop! usage!is!constant!from!9AM!to!11PM!
  • 21. Dual)screening)in)India) 36% -  In!India!the"tablet"is"the" preferred"device"to"use" 34% whilst"watching"TV!and!on! average!40%!of!the!tablet! owners!use!their!tablets!whilst! 41% watching!TV"
  • 22. Shopping)in)India)is)now)more)likely)to)take)place)on)Tablets) 34% 11% 32%
  • 23. ImplicaLons)
  • 24. ImplicaLon)for)Media)Planners)1)▪  Op0mize&campaigns&by&strategically&choosing&the&channels&that&most&align&with&their&campaign& goals.& ▪  &Whether&this&is&building&awareness,& ▪  &Communica0ng&more&detailed&informa0on&or&& ▪  &Delivering&on&performance&goals.&&▪  Mobile&connected&devices&must&not&be&seen&as&providing&just&another&digital&channel&for& consumers.&▪  Planners&can&take&advantage&of&their&unique&roles&in&the&consumer&decision-&making&process.& ▪  &To&create&a&holis0c&adver0sing&strategy&with&mul0ple&integrated&channels,&each&contribu0ng& specialized&capabili0es.& ▪  &An&complemen0ng&other&media&to&deliver&increased&response&and&engagement&levels.&&
  • 25. ImplicaLons)for)Planners)a2)▪  Planners&should&seek&opportuni0es&to&measure&the&connected&device&path&to&purchase&and& use&this&for&device&aOribu0on&weigh0ng.&&▪  These&devices&also&provide&the&opportunity&for&planners&to&use&loca0on&data&to&develop& contextually&aware&campaigns&over&0me.&&▪  And&while&tablets&are&mostly&used&at&home,&larger&screen&sizes,&apps,&and&unique&features& such&as&accelerometers&provide&far&richer&and&more&innova0ve&engagement&experiences;&be& sure&to&exploit&this.&&▪  The&larger&size&of&tablets&tends&to&encourage&more&sharing&within&the&family,&while&small&form& devices&such&as&smartphones&lend&themselves&to&more&personal&usage.&&▪  This&has&implica0ons&for&adver0sers.&Adver0sing&big-0cket&items&such&as&cars&and&holidays&are& usually&joint&decisions;&tablets&can&be&a&great&way&to&reach&mul0ple&decision&makers&in&a& household&through&ads&and&social&media.&&▪  Shared&usage&behavior&may&change&as&tablet&prices&fall,&but&for&now&tablets&deliver&an&avenue& to&the&shared&decision&making&process.&&
  • 26. ImplicaLon)for)Planners)a3)▪  Dual&Screening&has&a&huge&impact&in&genera0ng&insight&▪  Planners&can&amplify&offline&with&tablets&for&dual&screening,&or&smartphones&for&print.&▪  &According&to&Nielsen,&dual&screened&display&really&works&to&amplify&brand&awareness.&& They&mark&tablets&and&TV&in&concert&as&1.7&0mes&more&effec0ve& at&driving&brand&recall&than&TV&adver0sing&alone.&&▪  Challenge&planning&and&buying&communi0es&to&collaborate&together&and&sync&their&spot& and&content&placements,&including&TV,&digital,&and&mobile,&to&capitalize&on&the&dual& screen&targe0ng&opportunity&-&and&see&campaign&effec0veness&metrics&drama0cally& improve.&&
  • 27. )ImplicaLons)on)the)Purchase)Funnel.)▪  Awareness&|&Reach&consumers&on&smartphones&and&tablets,&as&they&browse&throughout& the&day&and&find&new&products&&▪  Research&|&smartphones&are&used&for&finding&more&informa0on&and&engaging&in&dialogue& with&a&brand.&Use&this&channel&to&provide&more&detailed&product&informa0on&and& communicate&brand&messaging&&▪  Shop&|&smartphones&are&used&to&consult&with&peers,&plan&purchases,&and&make&decisions;& engage&consumers&here&to&be&part&of&the&decision&making&process&&▪  Buy&|&tablets&and&personal&computers&are&the&preferred&devices&for&actually&making& purchases.&Target&tablet&users&in&the&evening,&when&usage&is&highest&and&high&value&lean- back&browsing&occurs&&
  • 28. Conclusion)▪  We’ve&approached&the&point&where&the&new&retail&impera0ve&demands&that&brands&have&a& mobile&commerce&feature&enabled&for&customers&using&connected&devices.&▪  &These&customers,&we&can&demonstrate,&are&not&simply&on-the-go&and&searching&for&their& favorite&brands&on&their&devices.&&▪  They&are&also&doing&this&at&home.&We&know&that&people&love&to&browse&and&increasingly&shop& through&their&tablets.&The&tablet&should&therefore&be&perceived&as&an&extension&of&your&high- street&and&online&shop&windows,&and&be&ready&for&trade.&&▪  Mobile&display&media,&paid&and&organic&mobile&search,&and&of&course&above&the&line&TV& prompts&in&the&home&will&all&bring&expectant&customers&to&your&shop&door.&▪  &Your&client’s&customers&are&already&searching&for&their&favorite&retail&brands&on&smartphones& and&tablets&-&just&look&into&the&available&web&analy0cs&-&are&your&clients&ready?&&
  • 29. THANK)YOU!))Arnav)Neel)Ghosh)Mobext)India)arnav.ghosh@mobext.mobi&

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