Posts Tagged ‘less on Calls and SMS’


As per the newly formed strategic alliance between Nielsen and Informate Mobile Intelligence which is called Nielsen Informate Mobile Insights, conducted a study and found some very amazing facts…check this up

India’s growing population of Smartphone users  now spending more time on entertainment and internet based content than on calling and messaging. The Nielsen study has revealed that the average Smartphone user spends 2.5 hours a day using the phone, with 72% of their time spent on activities such as gaming, entertainment, apps and internet related content, and only 28% spent on voice calls and text messaging.

“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. Today, younger Indians for instance, prefer texting and chat over voice communications and understanding this behavior better can define data consumption and customer acquisition strategies for operators and handset providers” said Farshad Family, MD – Media, Nielsen India.

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. For instance, we now know that 3G users consume significantly more data than 2G users and that Android users download and consume a greater volume of apps. These analytics combined with Nielsen’s expertise in consumer understanding will offer marketers an unmatched view of a powerful new medium” said Kedar Sohoni, President, Informate Mobile Intelligence…

Key Findings by Nielsen Informate Mobile Insights

  • Smartphone users in India are using their phones for more than 2.5 hrs per day, of which communication (calls, SMS, emails) accounts for only 28% of usage
  • Younger Smartphone  users (15-25 yr olds) spend more than 3 hrs per day on their phones and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and multimedia
  • 68% of 15-24 year olds used a chat app last month as compared to 42% for the 31+ year olds; and
  • Data usage for 3G users was close to 44% more than 2G users
  • An Android user installs an average of 19 apps in a month compared to 10 apps for a Symbian user
  • 84% of Android users played a game in the last month compared to 59% for Symbian users

Table 1: Time spent and activities on Smartphones

15-24 yrs 31 + yrs
Total Time spent on the SmartPhone 3 hrs 2 hrs
Total Time spent on Browsing & Entertainment 2 hrs 1 hr
Total Time spent on Chat & SMS 31 mins 15 mins

Source: Nielsen Informate Mobile Insights

Table 2: Apps and gaming behavior by Operating System

Android™ Users Symbian™ Users
No. of App downloads in a month 19 10
Gaming Usage 84% 59%
Primary Download Location Android Market App Ovi Store Site

Source: Nielsen Informate Mobile Insight