inmobi mobile media consumption wave 2

MOBILE MEDIA CONSUMPTION IN INDIA: A ‘NEW WAVE’ TAKES SHAPE

Wave 2: November 2012

Understand mobile media consumption and how it’s changing…

Wave 2 research*;

recruited via InMobi global mobile ad network, conducted over Decision Fuel mobile platform

OBJECTIVES

China, India, Japan, Korea, Singapore, Australia and New Zealand

15,000 respondents12 key markets globally

7 markets in Asia8,500+ respondents

*Wave 1 research was conducted between Sep-Nov’11; Wave 2 research was conducted in Sep-Oct’12

Series1 44%

12%

26%

18%

Tier 1 Tier 2 Tier 3 Tier 4

52% MALE48% FEMALE

GENDER AGE

CITY TIER

MOBILE SAVVY USERS

5%

9%

29%

35%

22%

15-19 20-24

25-34 35-44

45+

Demographic Profile

Sample size: n=2,004; gender weighted to underlying population – respondent split is 89% male 11% female

Tier 1: Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad Tier 2: Ahmedabad, Pune, Surat, Kanpu, Tiruchirapalli, Coimbatore, Lucknow, Nagpur, Jaipur, Visakhapatnam, Vijayawada or Waranga Tier 3: Other city or large town Tier 4: Small town or village

/ Sig HIGHER/ LOWER than Wave 1 at 95% C.l.

GENERAL MEDIA CONSUMPTION

6.2 HOURSOF MEDIA PER DAY

THE AVERAGE MOBILE WEBUSER IN INDIA CONSUMES

Sample size: n=2,004

102

8679

37

33

30

6.2 HOURSOF MEDIA PER DAY

THE AVERAGE MOBILE WEBUSER IN INDIA CONSUMES

Using mobile(ex SMS/calls)

Watching TV

Listening to Radio

Online via desktop/laptop

Reading Magazines

/Newspapers

Sample size: n=2,004

Tablet devices

minutes

minutesminutes

minutes

minutes

minutes

MobileTV

Sample size: n=2,004

63% of mobile web users engage in mobile activities while watching TV

Other

Shopping online

Seaching for content not related to what you are watching

Searching for information about the show you are watching

Searching for information about products you see on TV

Playing games or listening to music

Text messaging/ Instant messaging

Social Networking (e.g. Facebook, Twitter, etc.)

11%

8%

11%

11%

18%

26%

49%

57%

Sample size: n=1,371

H o w d o y o u t y p i c a l l y u s e y o u r m o b i l e w h i l e w a t c h i n g T V ? P l e a s e s e l e c t t o p 2

Social networking is the main activity while watching TV, followed by text messaging

COMMUNICATIONEmail, Facebook, Twitter etc.

68% 22%

SHOPPINGTravel, purchases, banking etc.

20% 34%

For mobile web users, mobile is the preferred device to be used for entertainment, entertainment and search

ENTERTAINMENTVideos, games, music etc.

51% 16% 23%

GETTING INFOSports, news etc.

42% 17% 20%

Sample size: n=2,004

7.1 appsACTIVELY USED IN LAST 30 DAYS

Sample size: n=1,535 None 1 - 5 6 - 10 11 - 15 Over 15

11%

41%

24%

12% 12%

O f a l l t h e a p p s y o u c u r r e n t l y h a v e , h o w m a n y h a v e y o u a c t i v e l y u s e d i n

t h e l a s t 3 0 d a y s ?

DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

12% 29% 31% 28%

59%

Mostly via desktop

Evenly split between both

Mostly via mobile

59% of mobile web users now use mobile as either their primary or exclusive means of going online

‘ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ’

Only via mobile

Sample size: n=2,004

MOBILE MEDIA BEHAVIOUR: WHO WHY WHERE WHAT HOW?

WHO?

Early Adopters Late Adopters

India’s new wave of mobile users includes a proportion of ‘regular’ consumers (not only early adopters)

Completely agree Somewhat agree Neutral Somewhat disagree Completely disagree

37% 30% 24% 5% 4%

H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t : “ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w

t e c h n o l o g y ” ?

Sample size: n=1,912

It's easy to use

It's always there

I can use it privately

Saves money Boredom I don't own a computer

41%31%

27%21%

13% 10%

“It’s easy to use”

41%

“It’s always there”

31%

WHY?

Sample size: n =1,579

WHERE?

31% in a meeting or class

55% social event

81% Waiting

for something

82% Lying in bed

51% Spending time with family

22% in the bathroom

61% Commuting

51% Shopping

63% While watching TV

Sample size: n=2,004

Mobile is becoming an important companion, particularly for the in between times

WHAT?

Sample size: n=2.004

9% Shopping

8% Local Search

12% E-mail

13% General

Info(Search, Sports,

News etc.)

15% Play Games

21% Entertainment

(music, videos

etc.)

21% Social Media

(e.g. Facebook,

Twitter etc.)

SHARE OF MOBILE ACTIVITIES

WHAT?

Search for local informa-tion and deals

Shopping

Mobile banking and bill payments

Playing games

Search for general in-formation

Send and receive e-mail

Watching videos/ listening to music

Seach/ download apps

Social Media

10%

13%

15%

17%

19%

20%

25%

35%

47%

In India, growth in mobile use in the next year is likely to come from social media, followed by apps.

GROWTH

Sample size: n=2,004

9% Shopping

8% Local Search

12% E-mail

13% General

Info(Search, Sports,

News etc.)

15% Play Games

21% Entertainment

(music, videos

etc.)

21% Social Media

(e.g. Facebook,

Twitter etc.)

MOBILE MEDIA BEHAVIOURS: ADVERTISING

No opinion, I don't think much about ads on my phone

Less comfortable, I find them intrusive

Equally comfortable, I'm getting used to seeing them

More comfortable, I find them to be very useful

19%

16%

29%

36%

C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u

w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ?

Sample size: n=1,930

of mobile users are as comfortable with mobile advertising as they are with TV or online advertising65%

In an app On a search engine On a video website On a retailer website Others

48%

38%

24%21% 20%

I h a v e n o t i c e d a d v e r t i s i n g o n m y m o b i l e d e v i c e b e f o r e …

Sample size: n=1,557

of mobile web users have noticed mobile advertising via the following channels…80%

23%

37%

24%

9%7%

Never

Rarely _x000d_(less than 5% of the time)

Occasionally _x000d_(5-10% of the time)

Frequently _x000d_(10-25% of the time)

Very frequently _x000d_(over 25% of the time)

Sample size: n=1,480

H o w o f t e n d o y o u u n i n t e n t i o n a l l y c l i c k o n a m o b i l e a d  ( i . e . a d s d i s p l a y e d o n m o b i l e p h o n e e . g . b a n n e r s , r i c h m e d i a a d s ) ?

16%OF MOBILE WEB USERS

FREQUENTLYCLICK ON MOBILE ADS

UNINTENTIONALLY

Mobile is on par with traditional online in impacting purchase decisions

0% 10% 20% 30% 40% 50% 60%

11%

W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t y o u r p u r c h a s i n g d e c i s i o n s ?

41%

48%34%

4%

17%

Sample size: n=1,668

44%

Mobile could influence consumers’ purchasing behavior even in this early stage of mobile evolution

Awareness

Favorable opinion

Consideration

Shopping

Sale

Introduced you to something new (76%)

Helped you find something nearby (74%)

Provided you with better options (74%)

Influenced your in-store purchase (49%)

Caused you to reconsider a product (52%)

Influenced you to buy via your mobile (49%)

Has mobile advertising ever:

Sample size: n=2,004

Mobile advertising influence users in various ways…

H a s m o b i l e a d v e r t i s i n g e v e r i n f l u e n c e d y o u t o :

Sample size: n=1,701

Call the advertiser by clicking on the phone number on your phone

Buy something via your mobile

Locate an advertiser on a map

Go to the store/retailer/business to get additional information or purchase a product

Visit the website of an advertiser

Download an application

46%

46%

47%

56%

65%

85%

MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

Financial (bill payments, peer-to-peer payments, etc.)

Travel (e.g. train tickets)

Physical goods (electronics, clothes, etc.)

Entertainment (e.g. movie tickets)

Digital goods (apps, games, e-books, music, videos, ringtones, etc.)

16%

22%

23%

24%

37%

Commerce behavior is extending past digital goods, and now includes entertainment, physical goods,

travel & finance products/services

61% have spent money on an activity via mobile

Sample size: n=2,004

79% of consumers plan to conduct mobile commerce in the next 12 months, a +18% increase from where we are today.

79% are expected to spend money on an activity via mobile in the next 12 months

Sample size: n=2.004

MOBILE MEDIA BEHAVIOUR: CONSUMER SEGMENTS

SEGMENTS DEFINED:

GEN M

Under 25 and 1+ hour on their

mobile daily

EDUCATEDTECHIE

Attended university & spend via mobile

MOBILE ADULT

Mobile web users

over 25

MATURE AFFLUENT

Over 35 with high/middle

income group

MOBILE MOTHER

Female with children living at

home

MOBILE YOUTH

Mobile web users under 25

URBAN YOUTH

Under 25 living in Tier 1 and Tier 2 cities

URBAN YOUTH

Sample size: India n=2,004; Male n=1,028; Female n=951; Mature Affluent n=183; Mobile Youth n=1,127

‘ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ’

Mobile Youth

Mature Affluent

Female

Male

India

11%

23%

16%

9%

12%

23%

37%

30%

27%

29%

36%

17%

29%

34%

31%

31%

22%

25%

30%

28%

Mostly via a desktop/ laptop

Mobile web focus is broad based, especially among Male and Mobile Youth

Mobile Adults are more likely to purchase travel & financial products/services via mobile

79% Have ever

purchased via your mobile /

expect to in the next 12 months 

Sample size: India n=2,004; Mobile Adult n=819; Gen M n=144

W h i c h , i f a n y , o f t h e f o l l o w i n g g o o d s h a v e y o u e v e r p u r c h a s e d v i a y o u r m o b i l e ?

Digital goods

Entertainment

Physical goods

Travel

Financial

37%

24%

23%

22%

16%

33%

27%

23%

27%

20%

43%

23%

24%

19%

15%

Gen M Mobile Adult

India

Educated Techies are more likely to be influenced during considering and purchase stages

76% 74% 74%

52% 49% 49%

81% 80% 80%

61%54%

61%

77% 77% 74%

51% 51%55%

India Educated Techie Urban Youth

Sample size: India n=2,004; Educated Techie n=528; Urban Youth n=594

H a s m o b i l e a d v e r t i s i n g e v e r :

Sample size: India n=1,579; Mobile Mother n=195; Gen M n=482

W h i c h o f t h e f o l l o w i n g b e s t d e s c r i b e s w h y y o u u s e y o u r m o b i l e d e v i c e t o a c c e s s c o n t e n t o r

u s e a p p l i c a t i o n s ?

Ease of use and high accessibility are reasons for Mobile Mother to use their mobile device

It's easy to use It's always there I can use it privately Saves money Boredom

41%

31%27%

21%

13%

48%

35%

28%

17% 15%

44%

31% 30%

20%

11%

India Mobile Mother Gen M

Sample size: India n=1,579; Mobile Mother n=190; Gen M n=480; Mobile Adult n=632

I h a v e n o t i c e d a d v e r t i s i n g o n m y m o b i l e d e v i c e b e f o r e …

Exposure to mobile ads in different formats differ by segments

In an app On a search engine On a video website On a retailer website

48%

38%

24% 21%

40% 40%

16%

24%

55%

40%

31%

22%

45%37%

20% 23%

India Mobile Mother Gen M Mobile Adult

For further information or requests for detailed information on any of the countries surveyed or specific consumer segments,

please contact:

Colin Marson (colin@decision-fuel.com)

Phalgun Raju (Phalgun.Raju@inmobi.com)