India is seeing a growth in “Mobile-only” generation Internet usage and the relatively lower data tariff plans is shifting the Indian subscribers to consume more of content as compared to voice and SMS.
As per a recent study, Smartphone user spends 2.5 hours a day using their phones with 72% of their time spent on activities such as gaming, entertainment, apps and internet related content. Only 28% of their time is now used for voice calls and text messaging.
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 yrs old) 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.
The study doesn’t talk about the sample size/different bucket etc, so take it as a relative (and not absolute) data insight. There is no denying that Mobile Internet is beginning to grow in India and that exposes a great opportunity for Indian entrepreneurs to build products catering to Indian market. But the challenge of distribution and lack of willingness to pay for content(+apps) remains intact.
What has been your experience?
Coverage of Mobile Internet In India.
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