An Informate Mobile Intelligence Report Trend Analysis : April to September 2009

Transcription

1 Mobile Usage in India An Informate Mobile Intelligence Report Trend Analysis : April to September 2009 Copyright 2009 Informate. Reproduction of this document is forbidden unless authorized. All rights reserved.

2 Informate Mobile Tracker : Methodology Informate is a cutting edge telecom research company providing Mobile Market Intelligence based on Actual mobile usage data Respondents are recruited using purposive sampling as per the quota plan Quota plan based on tele circle (representative cities within each circle), age range, gender spread, handset price range & available service operator On successful registration & installation of the SmartMeter, his/her profile data is collected The meter starts tracking the usage and Actual usage data of every panelist is captured and is transferred through GPRS to the server, on a daily basis Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns Active Time Communication Entertainment Browsing Ph. Mgmt Other Apps Others Call Chat Connectivity e mail Messaging Voice Mail Games Multimedia Download Phone Navigation Call Apps Productivity Surfing Security Suites What is captured by the SmartMeter? Phone Feature Phone Utility Mobile User Completes Registration How Informate works? Online access to view periodic reports Agrees to be a part of the meter panel Application transfers usage data to Online Servers on a daily basis Installs meter application on device Receives an SMS with a WAP link to the application Operator Informate Oparticipating in the brands survey. Click com/ol.aspx?t=e31f1fedf to continuen behalf of DB5, thank you for Option s Menu Other Communication Copyright 2009 Informate. 2

3 Mobile Key websites accessed Google and its allied services are the most accessed websites followed by Yahoo & its allied services Website Key URLs Reach % Google Gmail Yahoo Orkut Unique users ( 000) 59% % % % 5193 Nokia 14% 4215 GetJar 13% Yahoo Mail h / Google Maps % % 3186 Copyright 2009 Informate. 3 Source: Informate Mobile Meter

4 Mobile Key Websites visited Top 5 website visited in key categories Key Website visited BFSI & Online trading ICICIbank BSE NSEIndia Dating & Matrimonial Shaadi Bharatmatrimony Jeevansaathi VAS storefront Getjar Ovi Ownskin Overall Internet Media Social Networking Search Webmail Travel & Tourism Search Engines Social Networking Web Communication Indian Railways MakeMyTrip Yatra Google Yahoo Bing Orkut Facebook My gamma Gmail Yahoo India Mail Rediff Mail Copyright 2009 Informate. 4 Source: Informate Mobile Meter

5 Mobile Key Applications Usage Music, Games and Chat are most used applications by mobile users Sept 09 Classification Share of mins % Reach % Usage / User/ Day (mins) Unique users ( 000) Visual Radio Radio 1.68% 27.3% Nimbuzz Chat 1.32% 7.4% Card Deck Game Card 0.9% 7.6% RockeTalk Chat 0.8% 2.4% Solitaire Game Card 0.6% 4.0% Bubble Breaker Game Puzzle 0.6% 11.5% Windows Media Media player 0.6% 20.0% Qeep Chat 0.4% 1.2% Dictionary Dictionary 0.4% 9.3% RealPlayer Media player 0.4% 30.4% Copyright 2009 Informate. 5 Source: Informate Mobile Meter

6 Average Usage Duration Informate Mobile Usage tracker reveals that active time spent on the phone is steady over last 2 months (approximately 2hrs 45 minutes/ day) Usage time per user (Minutes/ day) Core Activity Split (Share of Total Active Time) Overall Base: 2346 What is Active Time? Active Time is the time spent on mobile phones doing deliberate activities. For example, calling a contact, playing games or listening to music are accounted to "Active Time" Almost 30 32% of the total active time (approximately 50 minutes) is spent on communication. Entertainment & Browsing together form a significant portion of the active time spent around one and half hours daily. Copyright 2009 Informate. 6 Source: Informate Mobile Meter

7 Communication Split Calling constitute a major portion of the Communication, but Messaging and Chat is emerging as a good substitute for Communication What constitutes Communication? Time spent on Calling is comparatively high but shows downward trend. On an average minutes of active time is spent on voice calls. Almost minutes of the active time is spent on Messaging. Time spent on chat shows upward trend. Overall Base: 2346 Messaging Volume of incoming messages is Messaging Details Apr, 09 May,09 Jun,09 Jul, 09 Aug,09 Sep,09 double than outgoing messages MESSAGING DURATION PER USER month on month, possibly due (Min/Day) to receipt of promotional MESSAGING COUNT (SMS) messages. Messages sent per user per day Messages received per user per day Time spent on Messaging shows Overall Base: 2346 upward trend in last 4 months. Copyright 2009 Informate. 7 Source: Informate Mobile Meter

8 Communication Split Mobile users make/ receive around 340 calls per month and spend close to 12 hours / month on calls. Calling Call details Apr, 09 May,09 Jun,09 Jul, 09 Aug,09 Sep,09 ACTIVE USAGE (Minutes/day) CALLS COUNT Total successful calls per user per day Number of incoming calls per user per day Number of outgoing calls per user per day CALL DURATION Average time per incoming call (seconds) Average time per outgoing call (seconds) Overall Base: 2346 Time spenton callingactivityis inthe rangeof minutes across all the months. Number of incoming calls are higher than outgoing calls( possibly due to the marketing / promotional calls), whereas average time spent on outgoing calls is higher than incoming calls. Copyright 2009 Informate. 8 Source: Informate Mobile Meter

9 Entertainment Split Multimedia activities which include playing songs, listening to music and viewing pictures form a major chunk of time spent on entertainment activities. What constitutes Entertainment? Multimedia Split Source: Informate Mobile Meter Overall Base: 2346 Overall Base: 2346 On an average minutes is spent on Entertainment activity. Time spent on Multimedia activities is almost 5 times as compared to time spent on Games. Media player & Gallery constitute major portion of the Multimedia time.it also shows upward trend month on month. Gallery Viewing, editing, organizing images & songs Copyright 2009 Informate. 9 Source: Informate Mobile Meter

10 Game Split Native games contribute to a large share of actual game usage Game Active Time Average time spent by a Gamer shows downward trend. Card & Puzzle categories are the most favorite amongst gamers. Game Categories Aprl,09 May,09 Jun, 09 Jul,09 Aug,09 Sep,09 Overall Base: 2346 Copyright 2009 Informate. 10 Source: Informate Mobile Meter

11 Music & Camera Usage Mobile users listen on an average 100 songs and clicks photos in a month Music Details MUSIC FILES COUNT PER DAY Apr, 09 May,09 Jun,09 Jul, 09 Aug,09 Sep,09 Audio files played per user per day (Count) Overall Base: 2346 Camera Details Apr, 09 May,09 Jun,09 Jul, 09 Aug,09 Sep,09 ACTIVE USAGE Camera duration per user per day (Secs) PICTURES Total pictures clicked per user per month Average size of images clicked (KB) Overall Base: 2346 Copyright 2009 Informate. 11 Source: Informate Mobile Meter

12 Mobile Applications Usage Users moving up from using only native applications Potential for third party applications Chat Applications Usage Top 5 Chat applications (By duration) Apr 09 May 09 Jun 09 Jul 09 Aug 09 Sep 09 Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz Nimbuzz Qeep Qeep Qeep Mig33 RockeTalk RockeTalk ebuddy Mig33 Mig33 Qeep Qeep Qeep Call Applications Usage Top 5 Call applications (By duration) Apr 09 May 09 Jun 09 Jul l 09 Aug 09 Sep 09 Talkonaut Call Cheater Talkonaut CallerID FUU Call Manager Call Cheater Call Manager Call Cheater Inesoft Dialer Call Cheater Full screen caller Call Manager Full screen caller Inesoft Dialer Full screen caller Full screen caller Call Magic Copyright 2009 Informate. 12 Source: Informate Mobile Meter

13 Mobile Users Profile Age groups % yrs 43% yrs 28% yrs 13% yrs 7% 40+ yrs 8% SEC % SEC A 54% SEC B 33% SEC C, D & E 13% Operators % Airtel 41% Vodafone 18% BPL 14% BSNL 13% Idea 8% Reliance 3% Aircel 2% Spice 1% Marital status % Single 60% Married 40% Gender % Female 15% Male 85% Copyright 2009 Informate. 13 Source: Informate Mobile Meter

14 Questions? If you are interested in purchasing research reports or other Informate services or if you have a question about our research please contact: Deepak Dasila deepak.d@informatemi.com answers@informatemi.com Phone: Registered Office: Informate Mobile Intelligence Pvt. Ltd. 517, Palm Spring, 5th Floor, New Link Road, Malad (W), Mumbai , India. Ph: Copyright 2009 Informate. 14