The document provides analytics on the impact of the Indian Premier League (IPL) 2022 on mobile app usage in India. It shows metrics like penetration, open rates, sessions, and new users for various apps before, during, and after IPL 2022. There are significant increases in most metrics from before to after IPL, indicating that IPL advertising had a positive impact. It also compares metrics for food delivery apps Zomato and Swiggy, finding larger increases for Zomato which did not advertise during IPL 2022 compared to Swiggy which did advertise.

1. Anoop Nautiyal
2/9/2022
IPL 2022 Impact
Post Advertising Evaluation
Duration of Study
Pre IPL: 24 Feb to 25 Mar 2022
During IPL: 30 Apr to 29 May 2022
Post IPL: 30 May to 30 June 2022
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2. Penetration
% of users using the application, out of the total Indian internet smartphone population in the given timeframe
1.21%
7.2%
15.16%
53.14%
37.98%
9.37%
41.32%
8.85%
1.08%
6.84%
14.15%
52.04%
37.4%
8.94%
40.77%
9.75%
0.02%
6.08%
12.47%
51.38%
37.66%
8.76%
39.53%
6.34%
Pre IPL During IPL Post IPL
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3. Open Rate
% of installed users who opened the application at least once in the given timeframe
58.83%
44.99%
43.06%
72.05%
58.29%
52.47%
65.07%
52%
67.51%
46.34%
43.86%
72.2%
58.23%
52.41%
65.86%
66.82%
58.6%
43.06%
42.52%
70.38%
56%
47.75%
67.6%
50.84%
Pre IPL During IPL Post IPL
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4. Average Session Per User
12.71%
18.18%
0%
22.64%
13.79%
3.45%
9.09%
-66.67%
% change in average number of sessions pre to post IPL
Average number of times the app is opened in the given timeframe.
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5. Average Session Time Per User (min)
Average duration of sessions in the given timeframe
22.89%
30.77%
1.64%
28.26%
12.9%
12.2%
4.17%
-72%
% change in average duration of sessions pre to post IPL
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6. 79.43%
37.4%
34.22%
32.8%
29.5%
56.13%
52.13%
8,348.1%
Total Installs
Total number of users with the application installed in their device
% change in total application installs pre to post IPL
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7. 30.3%
110.84%
4.72%
52.24%
53.03%
70.4%
80.4% 65.9%
New Installs
New users who installed the application in the given timeframe
% change in new application installs pre to post IPL
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8. 83.51%
50.95%
29.21%
35.94%
34.78%
58.14%
58.94% 8,381.84%
Active Users
Total users who were active on the application in the given timeframe
% change in active users pre to post IPL
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9. Fortnightly Churn
% of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days
75.86%
53.49%
41.2%
22.75%
33.78%
48.7%
33.68%
36.47%
76.61%
52.98%
38.85%
21.96%
32.11%
41.01%
32.71%
29.53%
59.25%
57.74%
43.09%
26.14%
38.6%
48.27%
37.98%
34.12%
Pre IPL During IPL Post IPL
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10. Average Transacting Users (Monthly)
% of transacting users out of total active users in the given timeframe
1.08%
2.35%
3.1%
47.54%
31.86%
8.01%
0.43%
4.57%
1.55%
2.26%
2.81%
45.95%
31.51%
6.57%
0.41%
7.39%
8.96%
2.53%
2.85%
45.5%
31.43%
5.5%
0.35%
4.42%
Pre IPL During IPL Post IPL
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11. Gender
Gender distribution of users during IPL
12.75%
29.4%
29.81%
18.29%
15.88%
35.1%
33.79%
10.55%
87.25%
70.6%
70.19%
81.71%
84.12%
64.9%
66.21%
89.45%
Male Female
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12. Age Group
Age range of the users during IPL
3.58%
1.98%
2.13%
1.37%
1.51%
1.82%
1.17%
0.57%
18.23%
12.31%
9.18%
8.26%
8.11%
10.42%
7.21%
6.3%
40.17%
40.43%
28.44%
36.79%
34.39%
41.11%
30.69%
37.48% 38.02%
45.28%
60.25%
53.59%
55.99%
46.65%
60.93%
55.64%
18-24 Yrs 25-35 Yrs 35-45 Yrs >45 Yrs
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13. Users’ Active Time Bands
Users active on di
ff
erent time bands in a day during IPL
3.25%
2.97%
6.23%
5.73%
4.57%
4.38%
3.76%
13.09%
34.45%
31.88%
29.22%
30.23%
29.78%
32.21%
29.68%
28.82%
33.42%
41.35%
34.2%
33.3%
34.72%
35.09%
35.29%
31.37%
28.87%
23.8%
30.35%
30.73%
30.94%
28.32%
31.27%
26.72%
Morning (6 am - 11:59 am) Noon (12 pm - 5:59 pm) Night (6 pm - 11:59 pm) After Hours (12 am - 5:59 am)
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14. Cross App Usage
Users using one application in the given timeframe who are also using the other application in the same timeframe
Competition comparison
Pre IPL During IPL Post IPL
55.58%
57.52%
56.78%
10.22%
10.04%
8.89%
Meesho users also using Myntra
Myntra users also using Meesho
Pre IPL During IPL Post IPL
42.81%
42.6%
41.11%
74.04%
73.5%
70.5%
Paytm users also using PhonePe
PhonePe users also using Paytm
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15. Zomato vs. Swiggy
A look at top two food delivery platforms
Penetration
2.63%
1.12%
Open Rate
7.3%
1.93%
Total Installs
67.72%
52.13%
New Installs
175.94%
80.4%
Active Users
96.98%
58.94%
Fortnightly
Churn
4.52%
-4.25%
% change pre to post IPL
While Swiggy was advertising, Zomato stayed away from TV advertising in IPL 2022
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16. www.bobble.ai
For Business Queries:
Anoop Nautiyal
anoop@bobble.ai
+91 8130824948