The latest (Wave 2) Mobile Media Consumption research from InMobi

1. MOBILE MEDIA CONSUMPTION IN INDIA: A ‘NEW WAVE’ TAKES SHAPE
Wave 2: November 2012

2. OBJECTIVES
Understand mobile media
consumption and how 15,000 respondents
it’s changing… 12 key markets globally
7 markets in Asia
Wave 2 research*;
8,500+ respondents
recruited via InMobi global
China, India, Japan, Korea, mobile ad network,
Singapore, Australia and conducted over Decision
New Zealand Fuel mobile platform
*Wave 1 research was conducted between Sep-Nov‟11; Wave 2 research was conducted in Sep-Oct‟12

3. Demographic Profile
GENDER AGE
15-19 22%
48% FEMALE 52% MALE
20-24 35%
MOBILE 25-34 29%
SAVVY USERS 35-44
9%
5%
45+
CITY TIER
Tier 1:
Mumbai, Delhi, Kolkata, Bangalore, Chen
nai, Hyderabad
Tier 2:
Ahmedabad, Pune, Surat, Kanpu, Tiruchi
44% 12% 26% 18% rapalli, Coimbatore, Lucknow, Nagpur, Ja
ipur, Visakhapatnam, Vijayawada or
Tier 1 Tier 2 Tier 3 Tier 4 Waranga
Tier 3: Other city or large town
Sample size: n=2,004; Tier 4: Small town or village
gender weighted to underlying population – respondent split is 89% male 11% female / Sig HIGHER/ LOWER than Wave 1 at 95% C.l.

4. GENERAL MEDIA CONSUMPTION

5. THE AVERAGE MOBILE WEB
USER IN INDIA CONSUMES
6.2 HOURS
OF MEDIA PER DAY
Sample size: n=2,004

6. Listening to Radio
Tablet
devices 30
minutes
33 Using mobile
102 (ex SMS/calls)
minutes
minutes
Reading
Magazines 37 THE AVERAGE MOBILE WEB
/Newspapers USER IN INDIA CONSUMES
minutes
6.2 HOURS
OF MEDIA PER DAY
79
86
minutes minutes
Online via
desktop/laptop Watching TV
Sample size: n=2,004

7. 63%
of mobile web users
engage in mobile activities
while watching TV
TV Mobile
Sample size: n=2,004

8. Social networking is the main activity while watching TV,
followed by text messaging
H o w d o y o u t y p i c a l l y u s e y o u r m o b i l e w h i l e w a t c h i n g T V ?
P l e a s e s e l e c t t o p 2
Social Networking (e.g. Facebook, Twitter, etc.) 57%
Text messaging/ Instant messaging 49%
Playing games or listening to music 26%
Searching for information about products you see on TV 18%
Searching for information about the show you are watching 11%
Seaching for content not related to what you are watching 11%
Shopping online 8%
Other 11%
Sample size: n=1,371

9. ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING
Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.
51% 16% 23% 42% 17% 20% 68% 22% 20% 34%
For mobile web users, mobile is the preferred device to be used for
entertainment, entertainment and search
Sample size: n=2,004

10. 7.1 apps
ACTIVELY USED IN LAST 30 DAYS
O f a l l t h e a p p s y o u c u r r e n t l y
h a v e , h o w m a n y h a v e y o u a c t i v e l y
u s e d i n t h e l a s t 3 0 d a y s ?
41%
24%
11% 12% 12%
None 1-5 6 - 10 11 - 15 Over 15
Sample size: n=1,535

11. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

12. 59% of mobile web users now use
mobile as either their primary or
exclusive means of going online
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
12% 29% 31% 28%
Mostly via Evenly split Mostly via Only via
desktop between both mobile mobile
Sample size: n=2,004

13. MOBILE MEDIA BEHAVIOUR: WHO WHY WHERE WHAT HOW?

14. WHO?
India’s new wave of
mobile users includes a
proportion of ‘regular’
consumers (not only
early adopters)
Early Adopters Late Adopters
H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t :
“ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w
t e c h n o l o g y ” ?
37% 30% 24% 5% 4%
Completely agree Somewhat agree Neutral Somewhat disagree Completely disagree
Sample size: n=1,912

15. WHY?
41%
“It’s easy to
use” 31%
“It’s always
there”
41%
31%
27%
21%
13% 10%
It's easy to use always there use it privately
It's I can Saves money Boredom
I don't own a computer
Sample size: n =1,579

16. WHERE?
55% social
event
61% Commuting
82%
51% Spending
Lying in bed time with family
51%
Shopping
31% in a
meeting
81% 63% While
or class
22% in the Waiting watching TV
bathroom
for something
Mobile is becoming an important companion,
particularly for the in between times
Sample size: n=2,004

17. WHAT?
SHARE OF
MOBILE ACTIVITIES
Sample size: n=2.004

18. WHAT?
Social Media 47%
Seach/ download apps 35%
Watching videos/
25%
listening to music
Send and receive e-
20%
mail
Search for general
19%
GROWTH information
In India, growth in mobile Playing games 17%
use in the next year is
Mobile banking and bill
likely to come from social payments
15%
media, followed by apps.
Shopping 13%
Search for local 10%
information and deals
Sample size: n=2,004

19. MOBILE MEDIA BEHAVIOURS: ADVERTISING

20. C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g
l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u
w i t h m o b i l e w e b a n d m o b i l e a p p
a d v e r t i s e m e n t s ( n o t S M S ) ?
More comfortable, I find them to be very useful 36%
Equally comfortable, I'm getting used to seeing them 29%
Less comfortable, I find them intrusive 16%
No opinion, I don't think much about ads on my phone 19%
of mobile users are as comfortable with mobile
65% advertising as they are with TV or online advertising
Sample size: n=1,930

21. 80% of mobile web users have noticed mobile
advertising via the following channels…
I h a v e n o t i c e d a d v e r t i s i n g o n m y
m o b i l e d e v i c e b e f o r e …
48%
38%
24%
21% 20%
In an app On a search engine On a video website On a retailer website Others
Sample size: n=1,557

22. H o w o f t e n d o y o u u n i n t e n t i o n a l l y c l i c k o n a m o b i l e a d
( i . e . a d s d i s p l a y e d o n m o b i l e p h o n e e . g . b a n n e r s , r i c h m e d i a a d s ) ?
7%
Never 9% 23%
Rarely
(less than 5% of the time)
Occasionally
16%
OF MOBILE WEB USERS
(5-10% of the time)
FREQUENTLY
Frequently 24% CLICK ON MOBILE ADS
(10-25% of the time) UNINTENTIONALLY
Very frequently
(over 25% of the time)
37%
Sample size: n=1,480

23. W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t y o u r p u r c h a s i n g d e c i s i o n s ?
0% 10% 20% 30% 40% 50% 60%
4%
34%
48%
11%
41%
17%
44%
Mobile is on par with traditional online
in impacting purchase decisions
Sample size: n=1,668

24. Has mobile advertising ever:
Awareness Introduced you to something new (76%)
Favorable opinion Provided you with better options (74%)
Consideration Helped you find something nearby (74%)
Caused you to reconsider a product (52%)
Shopping
Influenced your in-store purchase (49%)
Sale
Influenced you to buy via your mobile (49%)
Mobile could influence consumers’ purchasing behavior
Sample size: n=2,004
even in this early stage of mobile evolution

25. Mobile advertising influence users
in various ways…
H a s m o b i l e a d v e r t i s i n g e v e r
i n f l u e n c e d y o u t o :
Download an application 85%
Visit the website of an advertiser 65%
Go to the store/retailer/business to get additional
56%
information or purchase a product
Locate an advertiser on a map 47%
Buy something via your mobile 46%
Call the advertiser by clicking on the phone
46%
number on your phone
Sample size: n=1,701

26. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

27. Digital goods
(apps, games, e- 37%
61% have spent books, music, videos, ri…
money on an activity Entertainment (e.g. movie
tickets)
24%
via mobile
Physical goods
23%
(electronics, clothes, etc.)
Travel (e.g. train tickets) 22%
Financial (bill
payments, peer-to-peer 16%
payments, etc.)
Commerce behavior is extending past digital goods,
and now includes entertainment, physical goods,
Sample size: n=2,004 travel & finance products/services

28. 79% are expected to spend
money on an activity via mobile
in the next 12 months
79% of consumers plan to conduct mobile commerce in the
next 12 months, a +18% increase from where we are today.
Sample size: n=2.004

29. MOBILE MEDIA BEHAVIOUR: CONSUMER SEGMENTS

30. SEGMENTS DEFINED:
MATURE MOBILE
GEN M
AFFLUENT MOTHER
Over 35 with Female with Under 25 and
high/middle children living at 1+ hour on their
income group home mobile daily
MOBILE MOBILE EDUCATED URBAN
URBAN YOUTH
YOUTH ADULT TECHIE YOUTH
Mobile Mobile Under 25 living
Attended university
web users web users in Tier 1 and
& spend via mobile
under 25 over 25 Tier 2 cities

31. Mobile web focus is broad based,
especially among Male and Mobile Youth
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
Mostly via a desktop/ laptop Evenly split between mobile and desktop/ laptop
Mostly via mobile phone Only via mobile phone
India 12% 29% 31% 28%
Male 9% 27% 34% 30%
Female 16% 30% 29% 25%
Mature Affluent 23% 37% 17% 22%
Mobile Youth 11% 23% 36% 31%
Sample size: India n=2,004; Male n=1,028; Female n=951; Mature Affluent n=183; Mobile Youth n=1,127

32. Mobile Adults are more likely to purchase
travel & financial products/services via mobile
W h i c h , i f a n y , o f t h e f o l l o w i n g g o o d s h a v e y o u e v e r
p u r c h a s e d v i a y o u r m o b i l e ?
37%
Digital goods 33%
43%
79%
Have ever
Entertainment
24%
23%
27%
purchased via India
23%
your mobile / Physical goods 23% Mobile Adult
expect to in the 24%
Gen M
next 12 months
22%
Travel 27%
19%
16%
Financial 20%
15%
Sample size: India n=2,004; Mobile Adult n=819; Gen M n=144

33. Educated Techies are more likely to be influenced
during considering and purchase stages
H a s m o b i l e a d v e r t i s i n g e v e r :
India Educated Techie Urban Youth
81% 80% 77% 80%
76% 77% 74% 74% 74%
61% 61%
52% 54% 55%
51% 49% 51% 49%
roduced you to something new with better options find something nearby reconsider a product in-store purchase to buy via your mo
Provided you Helped you Caused you to Influenced your Influenced you
Sample size: India n=2,004; Educated Techie n=528; Urban Youth n=594

34. Ease of use and high accessibility are reasons for
Mobile Mother to use their mobile device
W h i c h o f t h e f o l l o w i n g b e s t d e s c r i b e s w h y y o u
u s e y o u r m o b i l e d e v i c e t o a c c e s s c o n t e n t o r
u s e a p p l i c a t i o n s ?
India Mobile Mother Gen M
48%
44%
41%
35%
31% 31% 30%
27%28%
21% 20%
17%
15%
13% 11%
It's easy to use It's always there I can use it privately Saves money Boredom
Sample size: India n=1,579; Mobile Mother n=195; Gen M n=482

35. Exposure to mobile ads in different formats
differ by segments
I h a v e n o t i c e d a d v e r t i s i n g o n m y m o b i l e d e v i c e
b e f o r e …
India Mobile Mother Gen M Mobile Adult
55%
48% 45%
40% 38% 40% 40% 37%
31%
24% 24% 22% 23%
20% 21%
16%
In an app On a search engine On a video website On a retailer website
Sample size: India n=1,579; Mobile Mother n=190; Gen M n=480; Mobile Adult n=632

36. For further information or requests for
detailed information on any of the countries
surveyed or specific consumer
segments, please contact:
Phalgun Raju Colin Marson
(Phalgun.Raju@inmobi.com) (colin@decision-fuel.com)