Entertainment beats communication as top daily habit of Indian smartphone users

Yahoo-Mindshare joint study offers fresh insights into smart mobile device usage in the country, unlocking the potential of mobile advertising for brands

BestMediaInfo Bureau | Delhi | November 18, 2013

Yahoo and Mindshare have announced the findings of their joint study titled 'Getting Mobile Right'. The study, based on research of user behaviour on smartphones and tablets, highlights the potential of smart mobile devices becoming the next mass media, along with the opportunity for brands to connect with consumers.

The study delves into consumer behaviour on smartphones and tablets – including what these devices are used for, how much time do users spend on them, what genres of content are consumed. It highlights the difference in the way a smartphone is used vis-à-vis a tablet. It also finds out how users respond to mobile advertising today, and what the potential could be in the future. Building on the research results, the study also suggests some key drivers for brands to unlock the potential of mobile advertising.

David Jeffs, Head of Insights, India & South-East Asia at Yahoo, said, “Given the mobile growth in India, the potential for brands to engage with their audiences via smart devices is tremendous. To unlock this, marketers need to think beyond mobile as a reach extender. Through this study, we seek to understand consumer behaviour in depth – how their needs change through the day, how this impacts the way they use the devices, and what they consume on them. When we start to think of mobile as a platform and not a channel, we are one step closer to developing a truly integrated mobile device campaign."

Deepika Nikhilender, Leader, Business Planning, Mindshare Asia Pacific, reiterated, “Smart devices have transformed consumer behaviour and how they interact with brands. India is poised to grow its smart device penetration at a dramatic pace, which means marketers need to prepare for their brands to harness this opportunity. Insights from this study can enable brands to make informed decisions in designing impactful mobile strategies. Mobile's role in the path to purchase and at the retail environment is becoming very critical, and marketers need to adapt to this insight and find opportune interventions for brands on this platform."

Mobile technology, particularly smartphones and tablets, have become an integral part of Indian lives. As reported by TNS Mobile Life 2013, it is estimated that in 2013 there are 57 million smartphone owners and 3.8 million tablet owners in urban India, a number that is predicted to grow and reach 163 million smartphone users and 10.8 million tablet users by 2017. As more people experience the advantage of smartphones, tablets and 'phablets', increasingly adopting an 'on-the-go' lifestyle – mobile may become one of the most important and effective screens for brands to connect with their target market.

The 'Getting Mobile Right' study, which was built upon TNS Mobile Life 2013, looks further at consumers' mobile behaviour in the region – covering India, China, Indonesia and Hong Kong.

With an increasing use of smart devices and digital media by Indian users, today brands can understand their target audiences' needs and expectations better. As the title suggests, this study offers insights that can help a brand develop a more informed mobile strategy to effectively meet their marketing goals.

Key findings from the 'Getting Mobile Right' study:

1. The 5 most common needs being fulfilled by mobile devices in India are:

To kill time: 63%

• To relax: 56%
• To get a task done: 52%
• To take a break: 51%
• Morning ritual: 49%

When aligned with these needs, it shows that brands have a big window of opportunity to connect and engage with their target audiences through mobile devices.

2. Smart devices satisfy Entertainment obsession of the Indian mobile user, even beating Communication as the top daily activity for Indian smartphone and tablet users. Infogathering/Reading comes in third.

3. Smartphone users in India are avid consumers of News – the top content genre on both smartphones and tablets is news. On smartphones, the top 5 news genres are: Political News, National News, Local News, Science and Technology News, International News. On the tablet the order runs as: Political News, Local Community News, Breaking News/Major Events, Local News, Science and Technology News.

4. On an average the Indian smartphone user reads 8.1 content genres and watches 7.2 genres, daily. The average tablet owner on the other hand, reads 4.6 content genres and watches 5.2 genres every day. This clearly indicates the distinct difference in usage of the two devices.

5. Indian users seem to use their devices far more actively than users in a more penetrated market like Hong Kong. Indians use their smartphones to conduct 13.7 daily activities on an average; whereas the same daily average for Hong Kong users is 9.8.

6. Over 80% of Indian smartphone users intentionally click on a mobile advertisement, while 30% of them use devices to make pre-purchase decisions.

7. Most smart device owners use the devices to access the Internet at home, while only 16% smart phone users and 42% tablet users access on-the-go. Prohibitive data cost seems to be holding back the 'on-the'go' usage. Should data plans become more affordable, these usage numbers are likely to jump up several notches.

8. Smart phone usage remains consistent through the day. During the 'prime time' of 8 PM to 11 PM, users are found connected and engaging in activities whilst watching TV:

• IM / Chatting (40%)
• Listen to music (31%)
• Play games (31%)
• Social Networking (30%)
• Watching videos (23%)

9. In India, the ideal mobile advertisement should be informative and increase their social currency. Here is what an Indian desires from an ideal mobile advertisement:

• Allow for creative expression 67%
• Increase my social standing: 61%
• Be shareable with others 60%
• Have something interesting to talk about: 58%
• Be fun 58%

Info@BestMediaInfo.com

Info@BestMediaInfo.com