Kantar IMRB & MMA Smartphone Usage and Behaviour Report India Apr-Jun 2017
Table of contents Purpose of the Report... 3 Executive Summary.... 6 Smartphone Internet Usage... 11 Category Definitions 41 2
Purpose of the report MMA India seeks to provide regular insights on mobile usage in India. These insights will be published in a series of industry reports with the objective of: 1) Understanding the efficacy of Mobile as a marketing medium; 2) Enable all members of the ecosystem to stay updated with consumer mobile trends and media consumption habits; 3) Evaluate the role of mobile advertising as an influencer in the consumer path to purchase; 4) Provide access to global best practices and technologies in the space of mobile usage and measurement. Research Objective Kantar IMRB has been commissioned by MMA India to study the evolving nature of the smartphone consumer, by understanding their mobile usage and behaviour. The findings of this study were derived using a combination of Mobi Trak our proprietary metering technology that measures smartphone usage behaviour and face-to-face interviews to understand consumer profiles for smartphone users. 3
About Mobi Trak and I-Cube Mobi Trak is Kantar IMRB s proprietary smartphone metering technology used to measure smartphone behaviour. The technology is deployed on a panel of 8000 smartphone users in Metros and non-metros across India. How it works Mobi Trak passively monitors the following Incidence of app and web-data usage Identifies top apps/sites by category Investigates type and degree of usage across different markets, SECs etc. Mobi Track supports all versions of Android supported by the Google Play Store i.e. Android version 2.2 onwards to maintain representative coverage of the Android market. The only exception is to this is Android version 7 (Nougat) which has <1% market share in India. We will be updating our metering technology to support this version of Android in H1 of 2017. Note: Mobi Track findings are projected to the mobile internet universe as defined by the I-Cube Study. About I-Cube Internet in India (I-Cube) is an annual syndicated conducted by Kantar IMRB and endorsed by the Internet and Mobile Association of India (IAMAI). It is widely considered to be the bible for understanding internet usage and penetration in India. The study is conducted face-to-face among urban and rural internet users India. I-Cube highlights the emerging and potential internet segments and offers future trends in the internet market. 4
Defining Smartphones Kantar IMRB has considered various definitions to arrive at a suitable set of definitions for the study. Smartphone: Gartner definition http://www.gartner.com/it-glossary/smartphone/ A smartphone is a mobile communications device that uses an identifiable open OS. An open OS is supported by third-party applications written by a notable developer community. Third-party applications can be installed and removed, and they can be created for the device s OS and application programming interfaces (APIs). Alternatively, developers must be able to access APIs through a discrete layer such as Java. The OS must support a multitasking environment and user interface that can handle multiple applications simultaneously. For example, it can display e- mail while playing music. comscore definition: Smartphone A mobile phone which has either an ios or Android operating system. Additional definitions are provided in the Annexure. Kantar IMRB definitions: Smartphone Kantar IMRB s smartphone measurement panel is comprised exclusively of Android devices. For measuring usage behaviour, in the smartphone usage report, we have adapted the comscore definition i.e. We have consider any mobile phone with an Android OS as a smartphone. ios: [Wikipedia] ios (formerly iphone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that presently powers many of the company's mobile devices, including the iphone, ipad, and ipod touch. This definition has been considered for respondents to the ios consumer survey. 5
Urban Internet Universe 2016 A note on the aligning to the ICUBE universe Definition changed from those who use mobile to access the Internet to those who primarily use mobile to access the Internet Updated universe estimates from ICUBE 2016. More Granular Reporting Increase in the number of age groups Previously 15-24 25+ Revised: 15-24 25-34 35+ Increase in the number of town classes Previously 40 lac+ below 40 lac Revised 40 lac+ 10-40 lac below 10 lac The data for previous quarter (Jan-Mar 2017) has also been re-cast using the new universe estimates to afford comparability across the quarters. 6
1 3 Executive Summary 2 7
Data becomes a HABIT Data usage goes up even after free mobile-data offers are discontinued 1 indicating that the high data usage of previous months have habituated smartphone consumers to services like social media, entertainment, shopping, games and more. 1. Mukesh Ambani says Jio won't be free after March 31, announces Jio Prime 8
` Cricket Mania The 10 th edition of the Indian Premier League (IPL) generated tremendous interest and engagement among smartphone users LIVE was the catchphrase of the season. Both streaming services and ticket-booking platforms experienced a higher demand from smartphone users during this period. Fantasy Sports revolving around cricket became the most popular games for the quarter. 9
` Continuing dominance for Social & Messaging The avenues of interconnectedness between people continue to rise and expand with seemingly no limit! There was a significant jump in the time spent on social networks and instant messaging apps - clearly the most engaging platforms for Smartphone users Multiplayer games witnessed a revival this quarter; continuing a global trend towards increased social media interactions via mobile games. 10
Messaging & Social Apps: From Connections Commerce PayTM, India s biggest mobile-payments firm, is preparing to introduce messaging functionality to it s app 2. Chat functionality could also provide Indian businesses with an official channel through which to interact with customers. WhatsApp and Hike are also reported to be exploring the viability of adding payment option for India 3, and PayTM s announcement could be a pre-emptive move to fend off messaging platforms as they make an entry into the space of mobile payments. 12 Business Day: India s Biggest Mobile Wallet Takes Aim at WhatsApp 23 Hike beats WhatsApp to launching messenger app payments in India 11
An average user spends approximately 3.3 hours daily accessing the Internet on a smartphone. An increase of 6% over the last quarter. Reach of popular categories 139Mn urban Indians accessing the Internet on mobile Search, Social, Messaging Entertainment 94% 74% 1% 9% 6% 11% 199 min spent accessing apps/msites every day Shopping Games Finance 63% 46% 46% 14% % TIME SPENT on smartphone 59% Jan-Mar 17: 188 minutes 6% Search, Social, Messaging Shopping Finance Entertainment Games Others Others includes News, Sports, Career & Education, Beauty, Food & Drink, Health, Travel etc. Sources: Mobile Internet audience: IMRB I-Cube June 2016 Reach and Time Spent : Kantar IMRB Mobi Trak [April - June 2017] 12
Understanding Smartphone Internet Usage 13
Search, Social, Messaging For the 1 st time in 2017, Facebook eclipsed WhatsApp as the most popular app in the Social/Messaging category, further cementing it s position as the most coveted digital platform for marketers. 14
ENTERTAINMENT Mobile video continues it s march over music platforms. 4 out of the top 5 apps in this category were mobile video platforms. IPL MANIA BookMyShow broke into the top 5 Apps for the Entertainment category, on account of the massive demand for attending IPL matches Hotstar, the IPL s official online streaming partner, similarly witnessed a huge jump in popularity during this quarter 15
SHOPPING E-com majors continued to duke it out. Flipkart Big10 shopping event and Amazon s Great Indian Sale were just some of the online shopping festivals vying for smartphone users' attention. Price conscious consumers in less affluent households and small metros emerged as the most engaged audiences during this quarter. 16
GAMES The newly launched fantasy cricket game Dream11 appears to have worked its magic, as it emerged as the most popular mobile game during this period. Multiplayer games (where people can play with strangers/friends online) seem to be the future of mobile gaming as the top 5 games are all multiplayer games. This continues the global trend towards increased social interaction through gaming. 17
FINANCE While wallet apps continue to remain popular we see the return of core banking apps into the list. SBI and ICICI have reclaimed their place amongst the top 5 Finance properties after being set back briefly over the fallout of demonetisation at the end of 2016. An aggressive marketing campaign for Kotak Mahindra s 811 Zero Balance app yielded dividends with the app breaking into the Top 5 financial properties for the first time in 2017. 18
Get the complete report! Contact: Akhil.Almeida@imrbint.com