Smartphone users spend more time on content: Nielson

India’s growing population of Smartphone users now spends moretime on entertainment and internet based content than on voice calling and textmessages finds the newly formed strategic alliance between Nielsen and Informate Mobile Intelligence.

Created to harness the power of mobile insights and analytics formarketers and the telecom industry, the alliance brings together Nielsenconsumer and marketing expertise with Informate’s technology and domainexpertise.

Nielsen Informate Mobile Insights, as the alliance is called,revealed in its most recent study of this emerging market that the average Smartphone user spends 2.5 hours aday using their phones with 72% of their time spent on activities such asgaming, entertainment, apps and internet related content. Only 28% of theirtime is now used for voice calls and text messaging.

“India’s rapidly growing mobile user base presents marketers andbusinesses with an opportunity to improve the precision with which they reachout to the new Indian consumer. Today, younger Indians for instance, prefertexting and chat over voice communications and understanding this behaviorbetter can define data consumption and customer acquisition strategies foroperators and handset providers” said FarshadFamily, MD – Media, Nielsen India.

“On-device metering is a pioneering technology that will for thefirst time give advertisers, content developers and telecom players an insightinto how the mobile consumer is evolving. For instance, we now know that 3Gusers consume significantly more data than 2G users and that Android usersdownload and consume a greater volume of apps. These analytics combined withNielsen’s expertise in consumer understanding will offer marketers an unmatchedview of a powerful new medium” said KedarSohoni, President, Informate Mobile Intelligence.

Key Findings by Nielsen Informate Mobile Insights

·   Smartphoneusers in India are using their phones for more than 2.5 hrs per day, of whichcommunication (calls, SMS, emails) accounts for only 28% of usage

·    YoungerSmartphone users (15-25 yr olds) spend more than 3 hrs per day on their phonesand spend 60% of the time on entertainment & browsing e.g., gaming, surfingthe net and multimedia

·     68% of 15-24year olds used a chat app last month as compared to 42% for the 31+ year olds;and

·      Data usagefor 3G users was close to 44% more than 2G users

·      An Androiduser installs an average of 19 apps in a month compared to 10 apps for aSymbian user

·      84% ofAndroid users played a game in the last month compared to 59% for Symbian users

Table 1: Time spent and activities on Smartphones

Table 2: Apps and gaming behavior by Operating System