This document summarizes mobile audience preferences and behaviors in India. It finds that the most preferred mobile services are email, gaming, social networking, SMS, and basic downloads and entertainment like music and movies. Smartphone users engage in activities like instant messaging, social networking, gaming, and music and video entertainment. The top smartphone operating systems are Android and iOS. Most smartphone users are aged 25-35 and engage in instant messaging, maps, social networking, and travel and local services. Gaming and entertainment apps like music are most commonly downloaded. Location data shows most smartphone usage occurs while users are in stores.

1. UNDERSTANDING MOBILE
AUDIENCE

2. Mobile
Preferred Services: Email, Gaming,
Social Networking, SMS, Basic
Downloads and Entertainment
(Music, Movies, Sports)
Preferred Services: Gaming, Social
Networking, SMS, Downloads and
Entertainment (Music, Movies,
Sports)
Preferred Services: SMS, Basic
Downloads, Entertainment
(Music, Movies, Sports) – (Includes
experimental usage also)
Preferred Services:
SMS, Voice, Entertainment Services like
Bollywood and regional movies, soap
operas and listening to music
Smartphone&Featurephone
userswhoBrowseInternet+
DownloadApps
SmartphoneuserwhoBrowse
Internet+DownloadApps
Conventional/FeaturePhones
andSmartphoneusers
Smartphone users who Browse
internet
Featurephonesusers

3. What phone does loyalty one mobile audience use?
Further break-up of Smart Phone OS

4. General content consumption on mobile internet

5. Smartphone Audience
34%
9%
17%40%
Age Demographics Top 10 Activities by users
Sr. No Activities
1 Instant Messaging
2 Mapping Services
3
Local Services and leisure
information
4 Travel Services
5 Social Networking
6 Location based services
7 Emails
8 News Websites
9
Downloading / Sharing
music
10 Gaming
Ref: www.Initiative .com

6. Smartphone usage
Average Indian Smartphone user download 10 apps in a month. These users
currently using 7 apps in a month
Sr. No Activities % Usage
1 Instant Messaging 28%
2 Games 41%
3 Social Networking 15%
4 Entertainment - Music 41%
5 News & Weather 4%
6 Task & Utilities 7%
7 Productivity 4%
8
Entertainment –
Video/TV
15%
9 Gimmicks 11%
10 Navigation 5%
Usage of apps on
mobile handset
Ref: www.Initiative .com

7. Location of Smartphone usage
61% of the Smartphone users use mobile while in store

8. THANK YOU
RAHUL SHINDE