Digital convergence refers to the merging of technologies like computers, communications, consumer electronics, entertainment and media through common digital formats. This merging occurs through devices that can exchange information, both physically through hardware and virtually through software interactions. While many devices have converged, we are still progressing towards full convergence. Smartphone users in India spend over 2.5 hours per day on their phones, with younger users spending more time on entertainment and browsing. Android users download and play more games than Symbian users. As digital convergence drives increased mobile adoption, marketers can leverage the mobile platform's many apps and location-based services for marketing through new channels like mobile coupons, NFC and augmented reality.

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2. What is Digital Convergence ?
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4. Digital Convergence
Let us break the term “Digital Convergence”
Digital (not Analog) refers to electronic packets of 1s and 0s to represent objects and
data.
while,
Convergence means unifying different technologies, processes & channels.
So Digital Convergence is the technological merger of several industries - computers,
communications, consumer electronics, entertainment, and mass media - through
various devices that exchange information in common electronic or digital formats.
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5. Bridging of Digital Devices through hardware & software interactions
Physical + Virtual tagging of previously unconnected devices
Digital Convergence
MP4 Player
Camera
Physical + Virtual
Radio Tagging
News Of
Devices
Games
Maps
Networking

6. But,
Are We There
Yet?
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7. Table 1: Time spent and activities on Smartphones
15-24 yrs. 31 + yrs.
Total Time spent on the Smart Phone 3 hours 2 hours
Total Time spent on Browsing & Entertainment 2 hours 1 hour
Total Time spent on Chat & SMS 31 minutes 15 minutes
Source: Nielsen Informate Mobile Insight
Table 2: Apps and gaming behavior by Operating System
Android™ Users Symbian™ Users
No. of App downloads in a month 19 10
Gaming Usage 84% 59%
Primary Download Location Android Market App Ovi Store Site
Source: Nielsen Informate Mobile Insights

8. Key Findings by Nielsen Informate Mobile Insights
1. Smartphone users in India are using their phones for more than 2.5 hrs. per day,
of which communication (calls, SMS, emails) accounts for only 28% of usage
2. Younger Smartphone users (15-25 yr. olds) spend more than 3 hrs. per day on
their phones and spend 60% of the time on entertainment & browsing e.g.,
gaming, surfing the net and multimedia
3. 68% of 15-24 year olds used a chat app last month as compared to 42% for the
31+ year olds; and
4. Data usage for 3G users was close to 44% more than 2G users
5. An Android user installs an average of 19 apps in a month compared to 10 apps
for a Symbian user
6. 84% of Android users played a game in the last month compared to 59% for
Symbian users
Indian Smartphone Users Now Spend More Time on Content Than Voice and SMS: Nielsen and Informate
form Strategic Alliance for Insights on India's Emerging Smartphone Consumers

9. Is Digital Convergence
Driving Mass Adoption of Mobile ?
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10. Insights Into Usage Patterns of Mobile

11. How Can Brand Manager Benefit
From
The Ever Growing Digital Convergence
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12. How To leverage Mobile as a
Marketing tool ?
I wish to reiterate that “Mobile is not just a taking device anymore; it is an ocean of
apps, games, videos, chat messengers, social media connect, maps, GPS, LBS & much
more”.
So I, as a user, have evolved when it comes to communicating, why are you as a brand,
that I live with, still stuck on the traditional communication methods
(TV/Radio/Newspaper)

13. What Next ?
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14. Keep an eye on ..
Mobile Couponing
Near Field Communication (NFC)
M Commerce
Augmented Reality
Gamification of Brands
Location Based Services

15. Thursday, 4th July 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
Source:
 Inspiration from the presentation of Lynne d Johnson, R/GA
 http://www.nielsen.com/in/en/news-insights/press-room/2011/indian-smartphone-users.html
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