kantar imrb & mma smartphone usage and behaviour report ...€¦ · content top heading...

Kantar IMRB & MMA

Smartphone Usage and

Behaviour Report – India

Apr-Jun 2017

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Table of contents

2

Purpose of the Report………………………………………………………………………... 3

Executive Summary……..…………………………………………………………………….. 6

Smartphone Internet Usage…………………………………………………………………... 11

Category Definitions…………………………………………………………………………… 41

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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.

Purpose of the report

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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.

About Mobi Trak and I-Cube

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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.

Defining Smartphones

5

https://urldefense.proofpoint.com/v2/url?u=http-3A__www.gartner.com_it-2Dglossary_smartphone_&d=CwMFAw&c=zdK58V2JKULZdB8nuBRpog&r=PqRWAeYE4X9OQWEAAW8hZO9eV_61mYYdn5vkXYGFDNI&m=4WIMnfFHQ6LQ3SUPSLGRnPDUkL7OwJUbQwfm2ce5fIE&s=CgyZkjf6l_D9iL0Nb-kBluzXyln7RIDT0ms0GubBl9Q&e=



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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.

Urban Internet Universe 2016

A note on the aligning to the ICUBE universe

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Executive Summary

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Data usage goes up even after free

mobile-data offers are discontinued1

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

Data becomes a HABIT

8

http://indiatoday.intoday.in/technology/story/live-updates-mukesh-ambani-make-jio-tariff-data-plan-announcement/1/887812.html

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` Cricket Mania

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.

The 10th edition of the Indian Premier League

(IPL) generated tremendous interest and

engagement among smartphone users

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` 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.

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PayTM, India’s biggest mobile-payments firm, is preparing to

introduce messaging functionality to it’s app2. 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 India3, 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

Messaging & Social Apps: From Connections Commerce

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http://www.businessdayonline.com/indias-biggest-mobile-wallet-takes-aim-whatsapp/






https://techcrunch.com/2017/06/20/hike-messenger-payments-india/

https://techcrunch.com/2017/06/20/hike-messenger-payments-india/

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An average user spends approximately 3.3 hours daily accessing the Internet on a smartphone. An

increase of 6% over the last quarter.

12 Sources:

Mobile Internet audience: IMRB I-Cube June 2016

Reach and Time Spent : Kantar IMRB Mobi Trak [April - June 2017]

139Mn urban Indians

accessing the

Internet on mobile

199 min spent accessing apps/m-

sites every day

Search, Social,

Messaging

Entertainment

Shopping

Games

Finance

Reach of popular categories

94%

74%

63%

46%

46%

59%

14%

9%

1%

6%

11%

Search, Social, Messaging Entertainment

Shopping Games

Finance Others

% TIME SPENT on smartphone

Others includes News, Sports, Career & Education, Beauty, Food &

Drink, Health, Travel etc.

Jan-Mar’17: 188 minutes

6%

Understanding

Smartphone Internet Usage

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Search, Social, Messaging

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For the 1st 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.

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• 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

ENTERTAINMENT

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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.

SHOPPING

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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.

GAMES

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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.

FINANCE

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Get the complete report!

Contact: [email protected]

mailto:[email protected]

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