INMOBI Mobile Media Consumption WAVE 2
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Transcript of 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 ([email protected])
Phalgun Raju ([email protected])