Kantar IMRB & MMA Launch a Comprehensive Report on Smartphone and Feature Phone Trends

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Delhi NCR, India
Mobile surpasses TV! Time spent on Smartphones up by 55% from 2015
Women more engaged than men on Smartphones – spend 2x time on YouTube & Gaming
A whopping 75% of Feature Phone users are from the upper SECs

The Mobile Marketing Association (MMA), in association with Kantar IMRB today released a report on Smartphones and Feature Phones Usage and Behaviour 2016-17 in India. This is a first-of-its-kind report that studies the evolving nature of the Indian mobile consumers, and provides insights and behaviors individually on smartphones and feature phones.

Key Findings on Smartphones

I. Time spent on mobile surpasses any other media

An average consumer spends 3 hours per day on their smartphones (an increase of 55% from 2015), which surpasses time spent on TV or any other media. Social media and messaging apps were the clear leaders accounting for almost 50% of all time spent on smartphones.

II. Women more engaged than Men

The study shows that Women spend 2x more time on their smartphones compared to Men – on YouTube and games. They also spent 80% more time on Facebook than their male counterparts.

III. Online shopping gains in leaps and bounds

Another finding revealed the rise of online shopping category, which now has 15% higher reach than the entertainment – making it the second most popular category in terms of reach.

Key Findings on Feature Phones

I. Prime users are from upper SEC’s

The study shows a whopping 75% of feature phone users were from the upper SECs, while only 25% of respondents were from SEC C, D and E (NCCS).

II. Feature phone users don’t intend to switch

A big revelation has been that almost 85% feature phone users do not intend to switch to smartphones on their next purchase indicating that the functional benefits of feature phones combined with their durability, battery life and ease of repair were highly coveted by these users.

III. Feature phones users spend more on mobile plans

Feature phone users spend more money on their mobile plans. The ARPUs was almost 20% higher compared to the national average.

D Shivakumar, Chairman and CEO, PepsiCo India Holdings and Chairman of the Mobile Marketing Association said, “With over 85% mobile penetration, we are today one of the largest mobile markets globally and insights on mobile usage in India are of critical importance to the modern day marketer. We are in an age now where we need to seriously think about marketing measurement and attribution, giving marketers better measurements, tools and confidence in connecting marketing to business outcomes. A thorough understanding of the differential usage and consumer segments that are using smartphones and feature phones will only help marketers use their monies more efficiently. While most designing and applications are being targeted at smartphones, this report is a wake-up call. Today, the mobile is undeniably the closest we can get to our consumers, and it is this that will help marketers seek to understand – and leverage – a consumer’s path to purchase”.

“Mobile is clearly the third largest mass medium in terms of Ad spends in India today, with estimated spends in 2016 amounting to ₹.4,200 Cr. Hence it becomes very important for the industry to have credible research and measurement guidelines and reports, to help fully understand and leverage mobile’s ability to drive the future growth of business. With this in mind, MMA India has collaborated with Kantar IMRB to deep-dive into the dynamics implications and impact of smart phones and feature phones India focusing on each category separately and giving each their due focus. The insights of this study will be published in a series of industry reports that will go a long way in helping marketers use the medium effectively and efficiently. It is a great data set for marketers to reassess and optimize their spending with the most impactful allocations in their marketing mix, while leveraging mobile with double digit spend,” said Preeti Desai, Country Manager, Mobile Marketing Association India.

Hemant Mehta, Senior Vice President, media and retail, Kantar IMRB, said, “Mobile has had an outsized influence on the way consumers interact with each other, make decisions, transact and shop. This has significantly impacted the way companies and brands connect with their consumers and do business. But we’ve only seen the tip of the iceberg. With the advent of 4G, reduced data costs and free voice and SMS, we expect to see even more rapid changes in the mobile landscape. It is, therefore, important to keep a continuous pulse on the way consumers interact with and use their mobile phones. Along with MMA, we at Kantar IMRB have embarked on a journey to help marketers understand the impact of these changes and to identify emerging trends. The Smartphone and Feature phone reports are a step in this direction – providing an unbiased and insightful view on the evolution of mobile usage in India.”

The report enables all members of the ecosystem to stay updated with consumer mobile trends and media consumption habits. Also at the same time, it elaborates the role of mobile as an influencer in the consumer path-to-purchase.

About the Mobile Marketing Association (MMA)

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smartphones and tablets. Members include, American Express, AdChina, Colgate – Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, Zenith Optimedia and many more.

MMA India members include: PepsiCo India, Hotstar, OLX, United Spirits Limited, Autumn Worldwide , Hungama, GroupM, KANTAR IMRB, Kotak Group, Getit Infoservices, Nielsen, Hindustan Unilever, Culture Machine, Google, Godrej Group, Yu Televentures, Facebook, Paytm, Saavn.

The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit: www.mmaglobal.com.

About Kantar IMRB

Kantar IMRB is a pioneer of market research services in Asia. It partners its clients across the entire brand lifecycle through a unique mix of innovation and analytical thinking to design customised solutions that deliver maximum impact. By leveraging on its large array of syndicated services and specialist divisions, Kantar IMRB helps clients in crafting marketing and consumer strategies. With a multi-disciplinary and multi- cultural workforce, it is at the forefront of research and consulting services.

Kantar IMRB has been a leader in setting up industry measurements like for Television (Television Ratings Point), Household purchases of FMCG’s (Kantar World Panel), Digital (I Cube), Online audiences (WAM) and Mobile usage (Mobi Track)

An eight-time recipient of “Agency of the Year”, Kantar IMRB’s footprint extends to 50 offices across 12 countries. Visit: http://mrbglobal.in/. for more information