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The era of the smartphone Smartphone use is booming in India and is quickly becoming the dominant way many of the country’s 900 million mobile phone users stay connected while they’re on the go. Looking at recent trends, the country may have as many as 40 million of these devices in use by early this year. The dramatic growth is being driven by a desire among users to stay connected and have instant access to social networking sites - a global trend that represents an exponential growth opportunity in developing countries like India. Decreasing device and data costs, coupled with a wide range of features that today’s smartphones offer, are also readily encouraging consumers to trade in their traditional cell phones for handsets with much more functionality. To gain a sense of how this new breed of smartphone user is staying connected, Nielsen Informate Mobile Insights, an alliance between Nielsen and Informate Mobile Intelligence, polled more than 10,000 consumers in September and October 2012 across 46 cities in India to assess overall usage and device preferences. Android leads the pack The Indian Smartphone User study found that 93 percent of smartphone users own only one handset, making it their single source of infotainment on the go. The Nielsen Informate Mobile Insights data revealed that smartphone users in India overwhelmingly prefer mobile devices that operate on the Android operating system. On studying the share of purchases among operating systems, Nielsen Informate Mobile Insights found that three out of five consumers who recently bought a smartphone, preferred Android device - a preference that highlights Indian consumers' desire for a platform that is open and available across multiple brands and prices. While Symbian usage is also high in India, Windows, BlackBerry and iOS devices each only have single-digit figures when it comes to share of purchase. Smartphones are keeping users in India plugged in By: Prashant Singh, MD – Media, Nielsen India Region Nielsen Featured Insights Delivering consumer clarity Copyright c 2013 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The Nielsen Company. n 62% of recent smartphone buyers chose Android n More than one in 10 smartphone owners interviewed intended to purchase a tablet n Among users who paid for apps, 58% purchased games making it the most popular category 1

Transcript of Nielsen Featured Insights · 2019-05-29 · About Nielsen Informate Mobile Insights Nielsen...

The era of the smartphoneSmartphone use is booming in India and is quickly becoming the dominant way many of the country’s 900million mobile phone users stay connected while they’re on the go. Looking at recent trends, the countrymay have as many as 40 million of these devices in use by early this year. The dramatic growth is beingdriven by a desire among users to stay connected and have instant access to social networking sites - aglobal trend that represents an exponential growth opportunity in developing countries like India.

Decreasing device and data costs, coupled with a wide range of features that today’s smartphones offer,are also readily encouraging consumers to trade in their traditional cell phones for handsets with muchmore functionality. To gain a sense of how this new breed of smartphone user is staying connected,Nielsen Informate Mobile Insights, an alliance between Nielsen and Informate Mobile Intelligence, polledmore than 10,000 consumers in September and October 2012 across 46 cities in India to assess overallusage and device preferences.

Android leads the packThe Indian Smartphone User study found that 93 percent of smartphone users own only one handset,making it their single source of infotainment on the go. The Nielsen Informate Mobile Insights datarevealed that smartphone users in India overwhelmingly prefer mobile devices that operate on theAndroid operating system. On studying the share of purchases among operating systems, NielsenInformate Mobile Insights found that three out of five consumers who recently bought a smartphone,preferred Android device - a preference that highlights Indian consumers' desire for a platform that is openand available across multiple brands and prices. While Symbian usage is also high in India, Windows,BlackBerry and iOS devices each only have single-digit figures when it comes to share of purchase.

Smartphones are keepingusers in India plugged in

By: Prashant Singh, MD – Media, Nielsen India Region

Nielsen Featured InsightsDelivering consumer clarity

Copyright c 2013 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The NielsenCompany.

n 62% of recent smartphone buyers chose Androidn More than one in 10 smartphone owners interviewed intended to purchase a tablet n Among users who paid for apps, 58% purchased games making it the most popular category

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Tablet ownership set to spikeConsumer interest in tablets is also on the rise. While only three percent of respondents who participated inthe study in the last quarter of 2012 said they already own a tablet, 11 percent said they intended topurchase one, indicating a growing interest in media consumption on a bigger screen. Consumers are alsospending notably more time on their tablets than their Android smartphones - about an hour more, likelybecause they find tablets more engaging.

Copyright c 2013 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The NielsenCompany.

Share of purchase

ANDROID

SYMBIAN

WINDOWS PHONE

WINDOWS MOBILE

BLACKBERRY

IOS

62%

21%

8%5%

3%1%

Source: Nielsen Informate Mobile Insights Fieldwork: Sept. - Oct. 2012

Source: Nielsen Informate Mobile Insights

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Tablet Ownership

3%

11%

Already own

Intend topurchase in

3 months

Fieldwork: Sept. - Oct. 2012

Featured Insights 35 _Smartphones.qxp:Layout 1 19/02/13 3:32 PM Page 2

Copyright c 2013 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The NielsenCompany.

Game apps most popularNot surprisingly, the study found that voice and text communication via smartphone is declining. In fact,voice calls and texting accounted for only 25 percent of smartphone usage; multimedia, games, apps andinternet browsing made up the rest. Among those who purchased smartphone apps, nearly three out offive users (58%) paid for games making it the most popular paid category. Other popular paid appcategories among smartphone users include chat and instant messaging (53%) and streaming music(45%).

Mobile internet access: Room for growthMobile internet connectivity and smartphone usage go hand-in-hand, but only half of the smartphoneusers polled have active data access. While this percentage may be significantly higher than the mobiledata penetration for feature phone users, it indicates that millions of smartphone users still don’t haveaccess to mobile internet connectivity.

It is interesting to note that the youth are quick to adopt internet connectivity on their smartphones withover half of all data users falling in the sub-25 year bracket.

GAMES

CHAT/IM

STREAMINGMUSIC

58%

53%

45%

Source: Nielsen Informate Mobile Insights

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Base: Those who purchased any app

Featured Insights 35 _Smartphones.qxp:Layout 1 19/02/13 3:32 PM Page 3

Copyright c 2013 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The NielsenCompany.

About the StudyThe Indian Smartphone User study was conducted in September and October 2012 across 46 cities inIndia representing all town classes. Nielsen Informate Mobile Insights polled more than 10,000smartphone owners as part of this study.

About Nielsen Informate Mobile InsightsNielsen Informate Mobile Insights leverages innovative smartphone metering technology to provideinsights into evolving consumption patterns of mobile device users. Based on accurate, real-time usagedata, we help clients understand consumer behaviour and develop product and marketing strategies.Nielsen Informate Mobile Insights maintains opt-in Smartphone panels to generate syndicated reports, inaddition to building custom panels and conducting custom surveys for clients. Our insights aid decisionmakers across various segments like operators, OEMs, publishers, advertisers, content creators andaggregators and application developers. Nielsen Informate Mobile Insights is an alliance between NielsenHoldings N.V. (NYSE: NLSN) and Informate Mobile Intelligence.

Looking at recent trends, it is clear that India offers a significant opportunity for smartphone makers,application developers and content providers. With only about 40 million smartphones in play at the startof 2013, it is a market that is set to grow exponentially. The Indian Smartphone User study also suggeststhat consumers will continue to gravitate toward open and flexible operating systems to facilitate theirpreference for mobile gaming, chat and streaming music applications.

<18 yrs 18-24 yrs 25-30 yrs 31-35 yrs 36-40 yrs 41+ yrs

48%

Most cellular data users are less than 25 years

Source: Nielsen Informate Mobile Insights

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