Smartphone User Persona Report

2015c

Smartphone user basein India (Millions)

India’s Smartphone Growth Story

2013

Source: eMarketer

CAGR (2013-17)

26%

74

116

160

195

234

2014 2015 2016 2017

Young Smartphone User Base

59%

20% 7% 4% 6%

4%

<18 Yrs 18-24

25-30 31-35 36-40 40+Yrs

Marketers need to think beyond just demographics and consider

smartphone user profiling based on interactions with their devices.

Age-group wise break-up (%)

2015c Smartphone User Segmentation conducted for Vserv

63%of smartphone users are

under 25 Years

Smartphone user base composition: Share (%)

Mapping Smartphone User Persona

15%

16%24%

10%15%

20%

APP JUNKIESHighest number of app and game downloads and installs in a month.

UTILITARIANSUtility-driven app usage, along withapps for voice calls and messaging.

DABBLERSUse smartphones infrequently,seldom access apps and sites.

CONVERSATIONALISTSUse smartphones primarily for

making calls, very low app usage.

ENTERTAINMENT BUFFSBiggest consumers of games, videos, music and internet on smartphones

SOCIAL STARSSpend over 2 hours a day using

social networking and chat apps.


?

Smartphone users in India, on an average, spend

169 mins per day on their device.However, usage pattern varies across smartphone

user personas.

160

263

84

211 4.8 2.9

6.718.5

4.7

2.6

178 5.1 2.6

2.7

1.4

76 3.4 1.5

Time SpentMins/Day

Apps/GamesInstalled/Month

Total Data Consumption

GB/Month

App Junkies

Dabblers

Utilitarians

Entertainment Bu�s

Conversationalists

Social Stars


Social networking and Chat/IM genres witnessed a single app dominating

its respective category across all 6 smartphone user personas. However,

smartphone activities like mobile music streaming and shopping

(E-tailing) have multiple apps competing for the top spot.

Reach (%) 32.5

11.2Time spent byusers (mins/day)

Mobile Gaming

16.8

8.8

4.9

28.7

Reach (%) 13.4


Mobile Streaming

8.1

0.3

6.6

0.7

Reach (%) 33.9


Shopping (E-tailing)

20.0

1.1

17.8

0.6


Frequently Used Apps

Flipkart PayTM MX Player

Over-Indexing Profile< 18 yrs

Male

Students

Metros

3G connection

High end devices 15K+

Mins/Day4Mins/Day160 =

Data Consumed (per month) Installs (per month)

Cellular Wi-Fi1.1 GB 5.6 GB

Apps Games16.4 2.1

42 Mins

Time spent on app store per day

62O�ine

activities

64Onlineapps

16Calls &

messages

18Browsing

APP JUNKIESThis user persona sees the highest number of

app and game downloads and installs in a month.

Share in the smartphone user base

24%

(Mobile Prime-Time)Between 8pm-12pm


25%

3%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing

3.0

2.4

2.0

1.0

20.2

4.4

2.5

1.6

23%Entertainment

7.9

2.3

4.1

1.4

19%Seeking Info

Time spent

by users

(mins per day)

Search

Sports Apps

App Store

News

30%Utility

2.6

1.3

1.8

0.6

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking

Dating and Matrimonial

31.7

8.9

1.3

Games

Image Apps

Video

Music Apps

Share of Time Spent Per Day (%)



WhatsApp Facebook Hike

Over-Indexing Profile18-24 yrs

Female

Single

Well Educated

Metro, Mini Metros

High end devices 15K+

SEC A

Mins/Day121Mins/Day263=



Apps Games4.2 0.5

(Mobile Prime-Time)Between 8pm-12pm70 Mins

On Chat & Social Networking Apps

72O�ine

activities

150

Onlineapps

23Calls &

messages

18Browsing

SOCIAL STARSThis user persona spends over 2 hours a day

catching up with the world on social networking and chat apps.

20%



46%

1%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing

2.9

4.1

1.1

1.1

17.5

9.7

2.9

2.5

17%Entertainment

15.6

2.1

2.0

1.0

13%Seeking Info

Time spent

by users

(mins per day)

Search

Sport Apps

App Store

News

23%Utility

3.8

2.3

1.7

0.7

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking



106.8

16.4

9.6

Games

Image Apps

Video

Music Apps



Phone WhatsApp Native MediaPlayer

Over-Indexing Profile25+ yrs

Female

Married

Mini Metros

Low end devices <10K

SEC B,C,D

60%Mins/Day84 =



Apps Games2.3 0.3

22 Mins

Share of outgoing calls

30O�ine

activities

33Onlineapps

14Calls &

messages

7Browsing

16%CONVERSATIONALISTS


They use their smartphone primarily for making calls. Their app usage is very low.



32%

2%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing

1.6

1.7

0.8

0.7

12.0

3.1

1.2

0.7

22%Entertainment

0.8

1.6

0.9

1.1

11%Seeking Info

Time spent

by users

(mins per day)

Search

Sports Apps

App Store

News

33%Utility

2.1

2.8

0.9

0.5

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking



23.5

5.6

1.0

Games

Image Apps

Video

Music Apps



Opera UC Browser MX Player

Over-Indexing Profile

Up to 24 yrs

Male

Students

Mini Metros & Lower

Low end devices < 10K

SEC C,D,E



Apps Games4.2 0.6

55 Mins

53Mins/Day211 = Games, Music,

Videos

Mins84O�ine

activities

57Onlineapps

13Calls &

messages

58Browsing

15%ENTERTAINMENT BUFFSThey spend a large chunk of their time on smart

phones playing games, watching videos, listening to music and browsing.




19%

1%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing30.4

4.7

3.2

1.7

30%

2.4

4.7

2.4

3.5

Search

Sports Apps

App Store

News

20%Utility

3.3

3.1

2.2

0.7

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking



Games

Image Apps

Video

Music Apps

Time spent

by users

(mins per day)


Entertainment

30%Seeking Info

2.8

3.4

1.9

1.0

36.8

6.2

1.9


Viber HDFC News Hunt

Over-Indexing Profile25+ yrs

Males

Married

Metros

3G connection

Mid and high end

devices 10K+

SEC A



Apps Games4.6 0.5

46 Mins

15%UTILITARIANS

Mins/Day178 = 50

O�ine activities

59Onlineapps

56Calls &

messages

13Browsing

50 Mins - Calls

39 Mins - Chat & VOIP

Their app usage is primarily utilty-driven along with apps for voice calls and messaging.




25%

2%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing

2.6

1.8

1.2

1.2

15.9

2.2

1.5

0.9

15%Entertainment

4.6

2.9

1.4

2.0

Seeking InfoSearch

Sports Apps

App Store

News

47%Utility

6.1

1.6

2.0

0.8

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking



Games

Image Apps

Video

Music Apps

37.7

8.9

2.0

11%

Time spent

by users

(mins per day)



WhatsApp Native Browser Email

Over-Indexing Profile< 18 & 36+ yrs

Female

Married

Metros

Low end

devices < 10K

SEC A

Mins/Day76 =



Apps Games2.9 0.5

20 Mins

26O�ine

activities

32Onlineapps

12Calls &

messages

7Browsing

10%DABBLERS

Lowest smartphone engagement observed

across personas

They use their smartphones infrequently, seldom accessing apps and sites.


?Share in the smartphone user base


34%

1%Shopping

Shopping/eTailing

Mobile Coupons

Mobile Payment

Travel and Tourism

Socializing

1.2

1.2

0.7

0.5

10.0

2.6

1.4

0.6

22%Entertainment

0.7

1.4

1.0

1.1

Seeking InfoSearch

Sports Apps

App Store

News

31%Utility

1.8

2.8

0.8

0.4

SMS

BFSI and Online

Trading

Emails

Calculator

Chat and VOIP

Social Networking



Games

Image Apps

Video

Music Apps

23.5

4.3

1.2

12%

Time spent

by users

(mins per day)


?

Vserv’s unparalleled reach across theIndian smartphone user base

Vserv has access to 74% of the smartphone user base in India

App Junkies 23

19

15

14

14

9

Social Stars

Conversationalists

Entertainment Bu�s

Utilitarians

Dabblers

Reach across all Smartphone User Personas in India (In Millions)

2015c

Brought to you by

+


Source and Methodology

Nielsen Informate Mobile Insights maintains

an opt-in panel of over 12,000 smartphone

users from India.

6 smartphone user personas emerged from

the K-means clustering done using 22 actual

smartphone usage parameters as input

variables, captured over a 3 month period

(OND’14)

Actual smartphone usage and consumption

patterns are captured with innovative

smartphone metering technology installed

on the panelists’ devices.

Smartphone User Persona Report

Documents

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