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The Changing Face of the Indian Mobile User

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India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.

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The Changing Face of the Indian Mobile User

  1. 1. THE CHANGING FACE OF THE INDIAN MOBILE USER
  2. 2. InMobi is a global provider of enterprise platform for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. In-App Advertising Audiences at scale on premium in- app video inventory Pulse The World’s Largest Mobile Market Research Platform CDP Do more with your customer data DSP Programmatic Advertising Platform for Scaling Mobile Growth ABOUT INMOBI 45 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK ConnectX Customer Delight Platform for the Omni- channel World
  3. 3. ABOUT INMOBI Bold, unconventional & imaginative Shaping Consumer Experiences Driving Industry Innovation Building global thought leadership Ranked 3rd among World’s Top 10 Innovative Companies 2018 CNBC 50 Disrupter List 50 Disruptive Companies 46 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  4. 4. INTRODUCING THE SPEAKER vasutaagarwal @vasutaagarwal Vasuta Agarwal VP & GM, India and South Asia
  5. 5. WHAT CAN YOU LOOK FORWARD TO? The Evolving Indian Mobile User 2019 Advertising Industry Overview Mobile Marketing: Key Challenges in 2019 5 Mobile Marketing Trends to Look Out for in India 4 17 22 28
  6. 6. Poll: What function are you part of in your organisation?
  7. 7. THE EVOLVING INDIAN MOBILE USER
  8. 8. THE EVOLVING DIGITAL USER: 2013 TO PRESENT Source: Digital Opportunity, Indian media and entertainment 2017, EY eMarketer 201 3 2018 23.8% of population are smartphone users 1.9 men for every woman among 18-24 year olds 40 to 50% rural, semi-urban audience 54% over the age of 25 40% over the age of 25 29 % rural audience 2.6 men for every woman 6.2 % of population are smartphone users OLDE R RURA L GENDE RBALANCE D SMARTPHONE USER S 5 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  9. 9. MOBILE LEADS LARGE-SCALE DIGITAL ADOPTION Source: Imagining Trillion Dollar Digital India, IBM & Kalaari Capital 90%mobile phone penetration in India by 2022 60%of India’s population will have smartphone and fast & reliable data connectivity by 2025 450 MNof India’s buyers will be digitally influenced by 2025 18 GB data consumption per Internet user by 2025 2025 2022 2025 2025 6 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  10. 10. THE 2019 MOBILE SAGA • BHARAT IS THE NEW FACE OF MOBILE INDIA • WITH OTT, SMARTPHONE IS NOW PREFERRED FOR VIDEO- VIEWING • MOBILE IS REDEFINING MCOMMERCE • GAMING IS SKYROCKETING AMONG ALL DEMOGRAPHICS 7 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  11. 11. BHARAT IS THE NEW FACE OF MOBILE INDIA Source: Mobile Marketing Ecosystem Report 2018, India, MMA & GroupM 147 87 219 226 176 187 280 29 1 306 373 456 478 Rural Total 201 5 201 7 2016 June 2018 Urban Mobile Internet Users (In Millions) 8 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  12. 12. ‘TIS THE AGE OF NON-ENGLISH LANGUAGE USERS Source: Mobile Marketing Ecosystem Report 2018, India, MMA & GroupM #IndiaTrends2018: Trends shaping Digital India, KPMG English language Internet users Hindi language Internet users 12x growth 2x growth 2011 202 1 Internet User Base in India (In Millions) 500 MNIndian Language Speakers E 1n 2gli 5sh Sp Meak Ners 5Hin 2di 1Sp Meake Nrs 9 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  13. 13. GAMING IS THE NEW MARKETING OPPORTUNITY Source: The Power of Mobile Gaming in India’ released by the Mobile Marketing Association (MMA) and Kantar IMRB in association POKKT Majority of gamers prefer “free to play” games 250 MN+ Mobile gamers in India 60 MINS+ Daily average time spent playing mobile games 20 1 269 326* The Gaming Boom is engulfing India 368* *Estimated 201 6 201 8 2020 2022 Number of Gamers in India (In Millions) 28% Freemium games 92% Free to play games 11% Pay to play games Type of Games Downloaded 1 0 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  14. 14. INDIAN WOMEN ARE OUTPLAYING MEN IN GAMING Source: InMobi Network Data Women engage with Gaming apps more than any other app category 57% 43% 73% 27 % Gaming Non-Gaming Male Female Over 50% of gaming audience is 24+. This means that the range of brands that can tap into the mobile gaming market is limitless 47% 33% 15% 5 % 18-24 25-34 35-54 45-54 1 1 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  15. 15. MOBILE VIDEO CONSUMPTION IS INCHING CLOSER TO LIVE TV The OTT world is driving a connected video viewing experience across devices Smartphone Video Viewers in 2018 52 MINS Spent on Viewing Video in 2018 103.5 MN 224.7 MN Smartphone Video Viewers by 2022 84 MINS Spent on Viewing Video by 2020 India Global 73 50 22 66 Live TV 45 Smartphone On Demand TV 37 Screen video view timings (in minutes) Source: Online Video Forecasts 2018, Zenith annual Report eMarketer MOBILE MARKETING ECOSYSTEM REPORT 2018, INDIA, MMA & GroupM 1 2 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  16. 16. MOBILE IS DESIGNING M-COMMERCE EXPERIENCES Source: The Indian Festive Season Guide For Marketers, InMobi, 2018 eMarketer Time spent on Mobile For shopping Mobile is cementing its place as the choice of medium for Shopping even among rural consumers Retail mCommerce Sales purchases will be made on mobile Smartphone Shopping Activities 22% 19% 17% compare prices find discounts research products 14 % product reviews $20.6 BN 201 8 $40.5 BN 202 1 1 IN 3 1 HOUR average time spent daily on shopping Online/ Desktop Mobile In-Store TV Others Urban 21% 27% 25% 9% 18% Rural 15% 33% 18% 12% 21% Tier 2 18% 26% 21% 15% 19% Medium Primarily Used for Shopping 1 4 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  17. 17. WHEN DO CONSUMERS USE THEIR SMARTPHONES TO RESEARCH OR SHOP? Source: The Indian Festive Season Guide For Marketers, InMobi, 2018 23 % 16 % 17 % 23 % 14 % 6 % 6-9 AM 9-12 AM 12-4 PM 4-8 PM 8-11 PM 11-6 AM Early Morning and Early evening are lucrative “prime time” moments for shopping 25% 20 % 15 % 10 % 5 % 0 % 1 5 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  18. 18. Source: The Indian Festive Season Guide For Marketers, InMobi, 2018 HOW DO MOBILE ADVERTISEMENTS IMPACT CONSUMER SHOPPING? Mobile ads Impacts the entire purchase funnel during shopping Awareness Favorable Opinion Consideration Shopping Sale Introduced you to something new (15%) Provided you with better options (23%) Helped you find something nearby (26%) Caused you to reconsider a product (13%) Influenced your in-store purchase (11%) Influenced you to buy via your mobile (14%) 1 6 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  19. 19. Poll: Which industry do you belong to?
  20. 20. 2019 ADVERTISING INDUSTRY OVERVIEW
  21. 21. DIGITAL MEDIA TO OUTPACE TRADITIONAL MEDIA Source: DAN REPORT, DIGITAL ADVERTISING IN INDIA 2018 The Indian ad industry is pegged to touch the INR 77,623 Crores (~$11.9 Billion) mark by 2020. The Indian advertising market is expected to grow at a very high rate over the next few years. It is well-poised to compete with China in the Asian market. This growth will be driven by the smartphone revolution and the subsequent spends on digital advertising. Digital media ad spends currently contribute to 15% of the total advertising industry and are expected to reach 24% of the entire market by 2020 51,463 55,960 61,933 69,113 77,623 11 % 12 % 12 % 201 6 201 7 2018 F 2019 F 2020F Indian Ad Industry (In Cr) Growth 9% 12 % 201 6 201 7 2018 F 2019 F 2020F 15 % 18 % 21 % 24 % 88 % 85 % 82 % 79 % 76 % Traditional Media Digital Media 1 8 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  22. 22. SEARCH DECLINES; DISPLAY AND VIDEO GAIN IN DIGITAL Source: DAN REPORT, DIGITAL ADVERTISING IN INDIA 2018 Spends on digital video is expected to see the highest CAGR of 38% from 2016-2020. Its share of spends is expected to increase from current 19% to 22% by 2020 Spends on search will reduce from current 26% to 22% by 2020 Display Video Search 27 % 26 % 25 % 23 % 22 % 21 % 22 %18% 19% 20% 20% 21% 21% 21% 22% 2016 2017 2018F Digital Media Spends by Format 2019F 2020F 1 9 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  23. 23. eCOMMERCE, BFSI, TELECOM & MEDIA PIONEERING DIGITAL ADOPTION Source: DAN REPORT, DIGITAL ADVERTISING IN INDIA 2018 7 %FMCG Others Share Of Digital In Total Spending Across Verticals 30% eCommerce 26% 24% Telecom BFSI 23% Media & Entertainment 19% Consumer Durables 16% Retail 12% Auto 9% 20 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  24. 24. Poll: What are your biggest challenges in 2019?
  25. 25. MOBILE MARKETING: KEY CHALLENGES IN 2019
  26. 26. GAINING A SINGLE CUSTOMER VIEW What Marketers Can do:  Connect the entire marketing ecosystem and extended value chain  Invest in technology that helps acquire and/or integrate customer data through various touch points. Source: InMobi Research 23 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK Marketers need a 360 degree view of who their customers are, what they like, and how they engage with the brand 01
  27. 27. DATA PRIVACY & TRUST Putting the consumer first is crucial for the long-term health of our industry for several reasons. Source: InMobi Research 24 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 02 What Marketers Can do: •Invest in data specialists to comply with privacy regulations •Understand audience’s data privacy comfort level •Reduce vulnerability to data breaches •Reassure and build trust by communicating about policy revisions
  28. 28. AD FRAUD What can marketers do: • Develop Pattern Recognition and Heuristics • Prevent Fraud by Detecting Fraudulent Patterns Prior to Impression • Integrate Your First-Party Data with Your Advertising Partner • Curate Your Own Database of Blacklisted Ips • Leverage machine learning to drive ad-fraud prevention 27 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 03 Mobile fraud takes various forms and hence, necessitates a multi-layered approach to protection, detection and prevention of fraud.
  29. 29. ATTRIBUTIO N esearch 26 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 04 What Marketers Can do: • Build a thorough understanding of attribution models - both view-through and click-through attribution in in- app and mobile web environments, and multi-touch attribution • Evaluate partners with the right attribution windows to maximize performance With a marketer’s continuous struggle to keep up with the rapid proliferation of marketing touchpoints and channels, it is imperative that a holistic and effective attribution model is adopted.
  30. 30. MEASURING BUSINESS IMPACT What Marketers Can do: • Acquire customer data through various touch points. • Eliminate siloed efforts on tracking, measurement and reporting. • Build integrated systems to establish the true impact of marketing on business. Source: InMobi Research 25 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 05 The ability to track and measure impact across all channels, analyse data holistically to draw insights, properly allocate budget and demonstrate ROI.
  31. 31. Poll: What trend do you think will peak in 2019?
  32. 32. 5 MOBILE MARKETING TRENDS TO LOOK OUT FOR IN INDIA
  33. 33. ACHIEVING A 360-DEGREE VIEW OF THE CONSUMER WILL BECOME A REALITY Source: InMobi Research 0 1 29 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  34. 34. CUSTOMERS ARE THE CENTER OF YOUR BUSINESS Centralize Centralize your customer data into a single access point Connect Connect 1st Party data sources into one customer view Enrich Deepen your understanding of consumer behavior by linking 2nd and 3rd party data sources to your customers Build Inteligently segment users and create lookalikes E.g.: high value users Activate Grow and activate your customers more effeciently and effectively. Drive new revenue opportunities 30 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  35. 35. IN-APP MOBILE VIDEO IS GOING TO PAVE THE WAY FOR NEW LEVELS OF CUSTOMER ENGAGEMENT 32 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 02 In-app Targeting High Interactivity/ Engagement High Performance/ROI Reach + Frequency Brand Safety + Viewability
  36. 36. MCDOWELL’S NO.1 LEVERAGES MOBILE VIDEO TO BATTLE THE MENACE OF DRUNK DRIVING 3.9 MILLION unique users reached 296,000 clicks 33 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK SDK, In-App Vertical Video Location-based targeting
  37. 37. TARGETED MESSAGING IN VERNACULAR LANGUAGES WILL BECOME A PRESSING NEED 7 %English 30% Other Regional 63% Hindi Source: Digital Opportunity, Indian media and entertainment 2017, EY, InMobi Research 35 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 03 Content Consumption (Time Spent)
  38. 38. Source: Digital Opportunity, Indian media and entertainment 2017, EY INMOBI &WYNK MUSIC WORK WITH DIAGEO TO BUILD AWARENESS AROUND #NO1YAARIJAM CAMPAIGN ON MOBILE 302 K song downloads Completions 6% Kannada 30% Kannada 71% Hindi 32% Hindi 18% Punjabi 33% Punjabi 3% Rajasthani 39% Rajasthani 36 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 2.1 million streams in 10 days Streams
  39. 39. PROGRAMMATIC AWARENESS AMONG MARKETERS WILL INCREASE Source: Mobile Marketing Ecosystem Report 2018, India, MMA & GroupM, InMobi Research $210.6 MILLIO N 201 7 $371.7 MILLIO N201 8 Programmatic Ad Spend $116. 2MILLIO N 201 6 +81 % +76 % 38 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK 04
  40. 40. HOW DID A MAJOR FMCG BRAND GET MOBILE VIDEO RIGHT ON PROGRAMMATIC? SDK, In-App Mobile Video Brand-Safety Compliance Premium Audience Targeting via Gaming 21 MNVideo views driven 1.5xHigher video completion rates 100%Higher view ability as measured on Active View 39 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  41. 41. ADOPTION OF ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING WILL ACCELERATE Source: InMobi Research 05 4 1 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  42. 42. APPLYING MACHINE LEARNING & A.I. TO MOBILE Prediction & Targeting Each user propensity Creative optimization and selection Site context Auto campaign systems Un-discoverable Segments What makes a winning mobile creative Anti-fraud Marketplace price prediction The Creative Brand Safety Campaign Management 42 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK
  43. 43. WHAT’S YOUR 2019 MOBILE MARKETING MANTRA? 44 THE CHANGING FACE OF THE INDIAN MOBILE USER - 2019 MOBILE MARKETING HANDBOOK Get in touch with us at mobilemarketing@inmobi.com
  44. 44. Q&A

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