informate - smartphone metrics and analysis - march 2010
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©Copyright 2010 Informate
SmartPhone Usage Metrics
March 2010
©Copyright 2010 Informate
Contents Growth of Mobile Internet
Impact of 3G on Content Consumption
SmartPhones Ramp Up
India’s position in the Global Mobile Marketplace
Top Content Genres – Informate Analysis
Music
Games
News
Social Networking
Search
Mobile Advertising
©Copyright 2010 Informate
Mobile Internet Will Be Bigger Than Most Think
©Copyright 2010 Informate
Globally, more users are likely to connect to the Internet via mobile devices than desktop PCs
1
10
100
1,000
10,000
100,000
1,000,000
1960 1970 1980 1990 2000 2010 2020
1MM+Units
10MM+Units
100MM+Units
1B+sUnits/Users
10B+Units?
Mainframe
Minicomputer
PC
Desktop Internet
MobileInternet
Devic
es/U
sers
(M
M in
log
scale
)
Computing Growth Drivers Over Time, 1960 -2020E
Note: PC installed base reached 100MM in 1993, cellphone/ internet users reached 1B in 2002/ 2005 respectively (ITU, Mark Lipacis, Morgan Stanley Research)Source: Morgan Stanley – The Mobile Internet Report, December 2009
More ThanJust
PhonesSmartPhone
Kindle
Tablet
MP3
Cellphone/PDA
Car ElectronicsGPS/ ABS, A/V
Home Entertainment
Games
Wireless Home Appliances
Increasing Integration
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The ramp up of Mobile Internet will be a lot faster than the Desktop Internet
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It took iPhone & iTouch just 9 quarters to reach a base of 57 mn users
Mobile Internet Outpaces Desktop Internet Adoption
iPhone +iTouch users = 8x AOL users 9 quarters after launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07) Source: Morgan Stanley – The Mobile Internet Report, December 2009
©Copyright 2010 Informate
3G will drive the reach and popularization ofMobile Internet
©Copyright 2010 Informate
We seem to be at an inflection point as 3G will soon cross 20% penetration worldwide
2007 2008 2009E 2010E 2011E 2012E 2013E 2014E0
500
1000
1500
2000
2500
3000
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
8%11%
15%
21%
27%
33%
38%
43%
3G+ Users 3G Penetration
Global 3G + Subscribers & Penetration, 2007 – 2014E
Note: 3G+ technologies include WCDMA, HSPA, TD-SCDMA, 1xEV-DO, LTE and WiMax (Source: Ovum Estimates, Morgan Stanley Research)Source: Morgan Stanley – The Mobile Internet Report, December 2009
273430
1055
1503
1928
688
2348
2776
2010E: Inflection Point
3G Penetration Reaches
Sweet Spot
©Copyright 2010 Informate
SmartPhone share of content is far higher than their shipment
share
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SmartPhone penetration has reached 10-20% mark across developed markets and is expected to rapidly increase over the years
iPho
neSym And RIM
Palm
Win
Oth
er0%
10%
20%
30%
40%
50%
60%
70%
Global Smartphone Share of HTML Mobile Page View/Mobile Internet + Apps Usage/ Unit Shipments
HTML Mobile Page Views Share (Net Applications, 409)
Mobile Internet + Apps Usage Share (AdMob, 10/09)
Global Unit Shipment Share (Gartner, CQ3, 09)
% Share
Note: Net Applications collects data from ~160MM monthly visitors on mobile devices hat render full HTML pages and JavaScript. Visits to WAP pages are excludedSource: Morgan Stanley – The Mobile Internet Report, December 2009 [AdMob Mobile Metrics Report (10/09), Net Applications (0409), Gartner (CQ3:09)]
©Copyright 2010 Informate
Mobile Internet in India is already at a significant
level
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India is in the forefront in the global Mobile Internet Marketplace
India ranks No. 2 (second only to USA) in the global ad requests served by AdMob, one of the largest mobile ad networks in the world.
India ranks third among the top markets for Opera Mini, which reported that page views and unique users in India have gone up by 202% and 61% respectively in the last 15 months.
Informate’s own analysis based on actual usage of SmartPhone handsets shows that Mobile Internet page views have more than doubled in the last 6 months.
©Copyright 2010 Informate
Only a quarter of the time spent on SmartPhones in India is for voice / SMS communication
Entertainment, Browsing and Applications dominate overall
time spends
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Top content genres on SmartPhones in India
11
30
11
13
5 10
6 4
2 2 1 1 1 1 1 1
14 Other apps
Messaging (Email + Text)Browsing Voice Calls
Social networking
ChatGames
Media Player Phonebook
Radio Screen Enhancement
Online video sharingFile Manager
Phone Management Webmail
CalculatorTime management
CameraGallery SettingsOffice Programs
19
31
9
7 4
6 4
2 2 2 5
2 1 1 1 1 1 1 1
Active Time 196 mins
Active Time 152 mins
Symbian SmartPhones Windows Mobile SmartPhones
Active Time: Time spent on mobile phone doing deliberate activities.
Example: Calling, playing games, Listening to
music etc.
Browsing commands highest share of time spent- more than calls and messaging put together. Entertainment (comprising media player, gallery, online video sharing, games, radio, camera) as a category has a sizeable share.
Share of screen depicts the time spent
on each of the activities as a share of
the mobile screen space.
All figures represent % of
active time spent on the handset
Share of Screen
Base: Informate SmartMeter India,December 2009 Track
© Copyright 2010 Informate.
Share of Time Spent
Share of Time spent(%)
Application Usage Sheet Total
Active Time (minutes per day) 192
COMMUNICATION FEATURES 25.8%Split of Communication features Phone (Voice Calling) 46.8%Messaging (SMS/MMS) 41.3%Chat 7.1%Emails 0.8%Connectivity 1.0%Other Communication 3.0%BROWSING FEATURE 30.6% ENTERTAINMENT FEATURES 29.1%Split of Entertainment features Multimedia 85.9%Games 14.1%PHONE MANAGEMENT 7.3%Split of Phone management Phone Navigation 94.5%Security 5.5%Productivity 6.3%Split of Productivity Phone features 7.4%Utility features 87.2%Office packages 5.4%OTHERS 0.9%
© Copyright 2010 Informate.
More music will be consumed in India through mobile phones than through any other medium within the next few years
© Copyright 2010 Informate.
Multimedia Usage on SmartPhones
Media player51.1%
Radio4.5%
Gallery38.3%
Camera3.5%
Others2.6%
Smartphone users spend 25 mins/ day on
media player apps
Base: Informate SmartMeter India ,December 2009 Track
Share of Multimedia – 48 minutes/ day
18
The mobile phone will be the No. 1 gaming device in India when it comes to share of time
spent
© Copyright 2009 Informate.
6 out of every 10 users have played a game in the last 1 month
Source: Informate SmartMeter Tracker Nov ‘09
An average users spends about 12 minutes/ day on gaming which translates to 6 hours per month per user!
Source: Informate SmartMeter Tracker Nov ‘09
Mobile Game Usage Base: Ever played any game in November 09:
Puzzle
Action
Card
Arcade
Racing
Sports
Adventure
Strate
gy
Shooting
Word
or Number Ball
Adult gam
es
Board
Gamblin
g Quiz
Treasu
re Hunt
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Share of Time spent % Reach %
Reach (%): Percent of total universe accounted for by total application users during the report monthShare of time spent (%): Percent of total gaming usage minutes ac-counted for by the specific game usage minutes during the report month
© Copyright 2009 Informate.
The mobile phone will be the No. 1 medium for delivering
‘Breaking News’ in the future
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News on Mobile Phones on the rise
1 out of every 7 users accesses news on their mobile phones through their phone browser
11% of the users have used a downloadable news application on their phone in the previous monthBase: Informate SmartMeter India, December 2009
Track
© Copyright 2009 Informate.
Eventually, more people will access Social Networking sites through their mobile phones
than through desktop PCs
© Copyright 2009 Informate.
Base: Ever browsed any website in Dec,2009Share of Page Views: (%): Percent of total page views accounted for by the specific site page views during the report month
Orkut
Face
book
Mygam
ma
Mig33
Wap
spell
Mobiluck
Frenzo Hi5
Twitt
er
Qeep sit
e-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%Reach %
Overall Reach of Social Networking Websites(%)
Base: Ever browsed any website in Dec,2009
Reach (%): Percent of total universe accounted for by total site visitors during the report month
Social Networking as a category commands 6.9% of overall page views in Dec
Orkut 22.6%
Facebook 15.9%
Mygamma17.5%
Mig33 site 12.5%
Mobiluck15.0%
Frenzo9.0%
Others7.5%
Social Networking Website’s Share of Page Views (%)
Orkut is the most popular social networking site in terms of both reach & page views. It is followed by Facebook & Mygamma
4 out of 10 SmartPhone users visit Social Networking sites using their phones and 10% of the total page views are
attributed to these sites
© Copyright 2009 Informate.
More searches will happen on mobile phones than Desktop
PCs
Search is the most popular genre on the Mobile Internet
0% 10% 20% 30% 40% 50% 60% 70% 80%0%
2%
4%
6%
8%
10%
12%
Search
Portal
Sports
Entertainment/Fun
High Reach; High Share of Page Views
Low Reach; Low Share of Page Views
Shar
e of
Pag
e V
iew
s(%
)
VAS Portal
Social Networking
Webmail
Telecom
Adult Content
Web communicationConten
t Sharing
BFSI
High Reach; Low Share of Page
Views
Low Reach; High Share of Page Views
With more than 70% penetration and a close to 7% share of page views, search dominates the mobile web in India
Reach(%)
Our smart meter tracker reveals that Telecom websites have high reach but are clicked significantly lesser number of times than other web categories. New mantras on the web like Content sharing, Entertainment , Web communication & specific interest areas like BFSI & Sports have low reach & page views but they are expected to catch up fast.
Base: Ever browsed any website in Dec,2009
© Copyright 2009 Informate.
Advertising $$ will eventually follow eyeballs and there are already a lot of eyeballs glued
to the Mobile in India
©Copyright 2010 Informate
What about Mobile Advertising?
Advertising dominates Global Desktop Internet revenue
That’s not the case for the Mobile Internet today – advertising accounts for a small share
But there is large scope for disruptive innovation for monetizing the opportunities that the medium has made available
At the same time, strong reliable metrics will act as a catalyst to the growth of Mobile Advertising
©Copyright 2010 Informate
Thank You
for more details contactanswers@informatemi.com
more SmartPhone Metrics available at
www.smartmobi.inwww.smartmobi.us
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