Mobile Messaging Apps Study : India. August 2014

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1 Mobile Messaging Apps Study : India August 2014

2 Contents 1. Research Objectives & Methodology 2. Key Findings 3. Mobile Consumption Behavior 4. Message Apps Usage & Behaviors Download Intent App Awareness & Discovery Messaging App Preferences In-App Purchases 5. Recommendations

3 OBJECTIVES & METHODOLOGY

4 Objective InMobi conducted this study to identify the demographic profile of messaging apps users in India, frequency of use, preferences, factors that influence download, in-app purchases and optimal price points.

5 Research Methodology On-device survey conducted over Kinesis mobile platform Sample of n= 455 Indian mobile users Respondents recruited via InMobi mobile ad network in India between May and June 2014

6 Survey Participants Demographics 6% 55% 45% 11% 9% 40% 4% 4% % 10% 25% 65+ Gender OS Age Group

7 KEY FINDINGS

8 Key Findings 95% of mobile messaging users in India access their app multiple times daily App Discovery Channels Top Reasons Why Users Download Messaging Apps In App Purchases 47% Browsing The App Store Staying in touch with friends Photo sharing 44% 39% 43% Staying in touch with family 30% Word Of Mouth Group messaging 21% Early adopters of messaging apps are under 35 14% Cost Stickers 18% 14% 38% of In-App Purchases are for Digital Goods Mobile Ads Indians between years are adopting messaging apps rapidly Reasonable Price Point for In-App Purchase INR 71 ( US $1.1 )

9 MOBILE CONTENT CONSUMPTION BEHAVIOR

10 4 in 5 Mobile Internet Users Send Messages Daily Several times a day 46% A few times a day 23% About once a day 9% A few times a week 5% A few times a month 7% Once a month or less Tablet 9% Q) How frequently do you read or send text messages (SMS/MMS) on your cell phone? (n = 455)

11 Social & Messaging Apps Are The Most Popular Content Consumed Social Networking 65% Messaging/Chat apps (not including SMS/MMS) 46% News/Weather 39% Entertainment 39% Games 28% Sports 25% Shopping 22% Q) What type of applications or web content do you access regularly on your mobile device? Select all that apply. (n = 455)

12 MESSAGING APPS USAGE BEHAVIORS & PREFERENCES

13 Messaging Apps Score Over Social Networks in Terms of Communication Preferred channel of mobile communication 44% SMS 10% 17% Friends & Family 19% 10%... SMS/MMS Voice Calls Messaging/Chat Apps Social Networking Q4. Q) How Of do all you the typically ways you learn can about communicate finance-related with products others and through services information? your mobile. device, which method do you prefer the most? (n = 455)

14 Consumers Prefer Messaging Apps Because Mobile Messaging Apps Are easier to use And more efficient compared to voice and text Save them money By avoiding expensive operator data charges Promote creative expression Videos, photos and custom emoticons Have increased functionality Group chat, ability to communicate with friends, family & co-worker Are communities in themselves Chat functionality, social Tablet networking, gaming & shopping

15 Messaging Apps Ownership India Indonesia South Africa* Brazil* China* US* Note: * Source for these countries are from On Device Research, November 2013 India & Indonesia data is from InMobi Insights

16 For marketers, messaging apps provide another opportunity to integrate into consumers daily mobile activities

17 95% of Users Access Their Messaging Apps Multiple Times Per Day Frequency of accessing messaging/chat apps on mobile device 78% Several Times a Day 15% A Few Times a Day 2% About Once a Day 2% A Few Times a Week 0% A Few Times a Month 3% Once a Month or Less Q) How frequently do you access messaging/chat apps on your mobile device? (n = 202)

18 Young Adults Under 35 Lead Adoption of Messaging Apps Demographic profile of mobile messaging apps users 73% Younger audience (Under 35) 88% Male 12% Female 40% Businessman & Professionals 32% High Income (INR 40K plus) 50% Lives in tier 2 and tier 3 cities like Ahmedabad, Pune, Jaipur, Kanpur, etc. 37% Students

19 Older Audiences are Adopting Social Networking and Messaging Apps Type of applications/web content accessed regularly on mobile device by age groups Social Networking Messaging/Chat apps (not including SMS/MMS) Games Entertainment Sports 61% 70% 70% 54% 58% 70% 30% 39% 49% 48% 56% 33% 45% 25% 32% 35% 29% 29% 13% 5% 5% 29% 40% 45% 46% 25% 20% 35% 21% 28% 28% 29% 13% 25% 15% Shopping News/Weather 18% 18% 27% 31% 23% 15% 30% 14% 25% 46% 56% 55% 65% 60% Q) What type of applications or web content do you access regularly on your mobile device? Select all that apply. (n=455)

20 Top Reasons For Using Messaging Apps Ability to share photos and videos Ability to communicate with friends Group messaging capabilities Ability to communicate with family Cost Ability to communicate with co-workers Stickers and emoticons Ability to delete messages after they are sent 68% 66% 46% 31% 24% 14% 12% 10% Q) When using mobile messaging/chat apps, what is most important to you? Please select up to 3 options. (n = 202)

21 DOWNLOAD INTENT

22 56% Of Users Expect To Download Messaging App In The Next 30 Days Very Likely Somewhat Likely 18% 38% Likelihood of downloading a mobile messenger/chat app in the next 30 days Neutral 26% Very Unlikely 12% Somewhat Unlikely 6% Q) Mobile messenger/chat apps allow you to communicate with friends and family through text messages, emoticons, photos, video, and voice for no charge. How likely are you to download a mobile messenger/chat app in the next 30 days? (n=245)

23 Staying in touch with friends & family and ability to share photos and Top Reasons That Influence Messaging Apps Downloads videos are the biggest factors that drive users to download messaging apps Ability to communicate with friends Ability to share photos & videos Ability to communicate with family Group messaging capabilities Cost Stickers and emoticons Ability to communicate with co-workers Celebrities/official accounts 44% 39% 30% 21% 18% 14% 12% 9% Q) When deciding whether to use mobile messaging/chat apps, what is most important to you? Please select all that apply. (n=245)

24 APP AWARENESS & DISCOVERY

25 WhatsApp Is The Most Used Smartphone Messaging Service In India, With 95% Usage Rate, Followed By Facebook Messenger Mobile messaging apps most used WhatsApp Messenger 95% Facebook Messenger 56% Skype Messenger 41% Google Hangout 20% Line 17% Q) Which mobile messaging/chat apps do you use? Please select all that apply (n=207)

26 Mobile Users Discovers Messaging Apps Through Various Media Channels Mobile messaging app discovery channels Browsing the app store 47% Word of Mouth 43% Ads on mobile device 14% Other/Don't Recall 11% Ads on TV 9% Outdoor ads 5% Q) How did you find out about mobile messaging/chat apps to download? (n=210)

27 MESSAGING APP PREFERENCES

28 Satisfied Users Are Very Likely To Spread Positive Word Of Mouth Satisfaction level with the most used apps Likelihood of recommending messaging app to others Very Satisfied 72% Very Likely Somewhat Likely 12% 77% Somewhat Satisfied 20% Neutral 7% Neutral 7% Somewhat Unlikely 2% Very Unlikely 1% Q) Now think about the mobile messaging/chat app you use the most. How satisfied are you with this app? Q) And how likely are you to recommend this app to others? (n=202)

29 Mobile Users Leverage Messaging Apps For Multiple Purposes Mobile messaging apps usage by activity Q) Now think about the different mobile messaging/chat apps you use. Which activities do you use each app for? (n=161)

30 Nearly 30% Of Mobile Users In India Have Favorable Opinion With BBM Opinion of BlackBerry Messenger (BBM) for Android and ios Very favorable 17% Somewhat favorable 12% Neutral 34% Somewhat unfavorable 6% Very unfavorable 10% I haven t heard of this app before 20% Q) What is your opinion of BlackBerry Messenger (BBM) for Android and ios? (n=450)

31 In-App Purchase (IAP)

32 21% Of Mobile Users Have Made An In-App Purchase When Using A Messaging App In-App purchases made when using a mobile messaging/chat app Yes, I purchase these types of items once in a while 5% Yes, I purchase these types of items often Yes, I have purchased these types of items once or twice 6% 10% 18% of users have never made an In-App purchase but would consider it No, I have never purchased any items in an app but I would consider it 18% No, I have never purchased any items from an app 61% Q) When using a mobile messaging/chat app, have you made any in-app purchases? (n=210)

33 About One Third of App Users Would Make an In-App Purchase to Upgrade the Messaging App with Extra Features Types of In-App purchases made when using mobile messaging apps Digital goods purchases* 38% Upgraded app with extra features 35% Upgraded app without ads 27% Physical goods purchases 15% Others 20% *Digital goods purchases includes Games, stickers & emoticons, virtual currency Q) What types of in-app purchases have you made or would you consider making? (n=210)

34 Price Preferences For In-App Purchase 82% 48% Expensive Price Point : Reasonable Price Point : INR 129 ( US $2.2) INR 71 (US $1.1) 23% 11% 2% 5% 5% 7% 11% 0% 0% 7% INR 55 and above INR 110 and above INR 170 and above INR 220 and above INR 270 and above INR 350 and above Reasonable Expensive Q) At what price would an in-app purchase be so expensive that you would not consider buying it? Q) At what price would an in-app purchase be reasonable to purchase? (n=44)

35 RECOMMENDATIONS

36 % of respondents send or receive multiple mobile messages per day. Leverage the mobile messaging/ chat app opportunity to fill this need to communicate with other via mobile messages. Understand who your target consumers are and what factors consumers find most important in messaging/ chat applications. 95% of respondents already use mobile messaging/ chat apps, and nearly two-thirds of them are planning to download a messaging/ chat app in the next 30 days. Mobile consumers discover messaging/ chat apps through multiple channels. Acquire new users utilizing mobile ads. Design dynamic and engaging mobile experiences that introduce consumers to messaging/ chat applications, showcase app features, and enable them to seamlessly download the app.

37 Indian mobile consumers most frequent social networking and messaging and news/ weather mobile sites/ applications. Generate brand awareness by targeting ads to these mobile properties and other sites they frequent. Nearly one-third of mobile users make in-app purchases. Digital goods purchases and upgrading apps with additional features are the most popular types of in-app purchases. Understand what types of in-app purchases users are making and offer those that make the most sense for your app. Identify the optimal price for your in-app purchases. According to mobile users who have made an in-app purchase, the ideal price for an in-app purchase is INR 71(reasonable) and INR 129 (expensive). Earn additional revenue by hosting ads in your app. Consider utilizing native ads that seamlessly blend into your app content.

38 Thank You! For more information: facebook.com/inmobi twitter.com/inmobi

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