New Delhi,
Sept 5 - An average Indian smartphone user spends about two-and-half hours a
day on the handset, dedicating more time to entertainment and internet
activities than to voice calls and text messages, says a survey.
According
to a Nielsen-Informate Mobile Intelligence survey, Indian smartphone user
spends 72 per cent of the time on activities such as gaming, entertainment,
applications (apps) and internet related content.
The
remaining 28 per cent of the time is used for voice calls and text messaging,
it added.
ÒToday,
younger Indians for instance, prefer texting and chat over voice communications
and understanding this behaviour better can define data consumption and
customer acquisition strategies for operators and handset providers,Ó Nielsen
India Managing Director (Media) Farshad Family said.
India's rapidly
growing mobile user base presents marketers and businesses with an opportunity
to improve the precision with which they reach out to the new Indian consumer,
he added.
According
to the study, while those in the age group of 15-24 years were spending about
three hours a day on their smartphones, those in the over 31 year category
spent about two hours.
Also, the
younger smartphone users (15-25 years) spend two hours on browsing and
entertainment compared to one hour in the other category (over 31 years).
Time spent on chat and SMS stood at about 31 minutes for the
younger users against 15 minutes by the other category.
According
to the survey, 15-25 year olds spend about half an hour on other mundane
activities like contact search and alarms, while it is 45 minutes in the case
of those over 31 years.
It also
found that 68 per cent of the 15-24 year olds used a chat app last month as
compared to 42 per cent for the 31 year old and above category.
Market
research firm Nielsen and telecom industry tracking firm Informate Mobile
Intelligence have entered into a strategic alliance to tap mobile insights and
analytics for marketers and the industry.
The
alliance, 'Nielsen Informate Mobile Insights', will bring together Nielsen
consumer and marketing expertise with Informate's technology and domain
expertise.
On-device
metering is a pioneering technology that will for the first time give
advertisers, content developers and telecom players an insight into how the
mobile consumer is evolving, Informate Mobile Intelligence President Kedar
Sohoni said.
For instance,
according to the survey, data usage for 3G users was close to 44 per cent more
than 2G users. An Android user installs an average of 19 apps in a month
compared to 10 apps for a Symbian user.
ÒThese analytics combined with Nielsen's expertise in consumer
understanding will offer marketers an unmatched view of a powerful new medium,Sohoni added.
(As Walmart Stores claims, they don’t have lot of varieties of smart phones in their outlets.)
(As Walmart Stores claims, they don’t have lot of varieties of smart phones in their outlets.)
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