Bobble AI's Market Intelligence Division conducted a research in a privacy compliant manner using its first party data from its vast Android smartphone userbase and concluded that PhonePe surpasses Paytm in advertising war during IPL2022 and left behind its all sorts of rivals in user acquisiton, engagement and transaction parameters.

1. Phonepe Surpasses Rival Paytm in IPL 2022 Advertising War : Bobble AI’s latest
market intelligence Report
● Phonepe surpasses Paytmas theusers choiceaccording to most of the
metrics.
● Most of the advertising brandsof IPL 2022 improved their performance,
and sustained the growth post IPL as well.
● Zomato rides the tailwind, zoomspast Swiggy on major metrics. While
Swiggy was an advertiser during IPL 2022, Zomato stayed away from it.
20th, September, 2022: Fintech application Phonepe supasses Paytm in advertising war during
IPL (The Indian Premier League) 2022 by leaving behind it’s rival in all sorts of user acquisition,
engagement & transaction parameters, says a data report by Bobble AI – the AI-powered
Conversation Media Platform which conducted a study to discern the actual impact of advertising
on brands during the IPL mapping it’s over 80 Mn Android smartphone users’ behavior.
Conducted in a privacy-compliant manner by Bobble AI’s Market Intelligence division, the
research used first-party data from its vast Android smartphone userbase of over 80 million. The
report reveals several interesting insights into the major advertisers during IPL 2022 among app-
based brands. Bobble AI’s report highlights different parameters around app usage by mapping
the smartphone user’s behavior while using a wide range of applications for different purposes
such as Dream11, Meesho, Paytm, Phonepe, Spotify, Swiggy, and Tata Neu.
Speaking on the findings, Tabrez Alam, Chief of Business Strategy, Bobble AI, Said The IPL is one
of the most-awaited sporting events of the year for brands and with good reason. Advertising
during the IPL skyrockets, giving brands a significant amount of reach to their existing customers
and target audience. When we conducted the analysis this year, we found some interesting
insights, likeZomato and Phonepe surpassing their competitors Swiggy and Paytm in almost every
category, including the overall market penetration. Since the pandemic, online platforms have
gained steady ground, indicating the goldmine of potential these markets have among
consumers. It’s likely that these trends will prevail for the foreseeable future.”

2. Bobble AI’s latest market intelligence report reveals insights around 3 phases of smartphone user
behavior – “Pre IPL 2022”: 24th Feb – 25th March, “During IPL 2022”: 30th April – 29th May, “Post
IPL 2022”: 30th May – 30th June. As per the report all the apps grew in penetration across the
three periods but the penetration of Phonepe (51.38% to 53.14%) remained higher than the
penetration of Paytm (37.66% to 37.98%). It was also seen that both the fintech apps sustained
an increase in penetration post-IPL however Dream 11 saw a dip between the IPL to the post-IPL
period (9.75% to 8.85%) .

3. As per the report the open rate rose during the IPL for Dream 11 (50.84% to 66.82%), although it
fell post the IPL (66.82% to 52%). Among the shopping apps, Meesho’s open rate declined from
pre-IPL to post-IPL (67.6% to 65.07%), whereas Myntra grew (47.75% to 52.47%) during IPL and
sustained the level post-IPL. Both the fintech apps Phonepe & Paytm showed similar trends
across three phases on open rate metrics.
Bobble AI’s Market Intelligence report shows that most of the applications gained in terms of
average session per user (ASU) except for Tata Neu app. The Tata Neu application’s ASU
reduced significantly by 66.67%. An increase(by 22.64%) in the Average Session per User (ASU)
for Phonepe was higher than Paytm (increase by 13.79%). There was no change in ASU for the
Swiggy app.

4. The report shows a positive change for Dream 11 at 22.89%. Among the fintech apps, the
increase in Average Session Time (AST) for Phonepe (28.26%) was again substantially more
than its rival Paytm (12.9%), and so was the edge Myntra (30.77%) had over Meesho (1.64%).
Spotify also witnessed significant growth in the AST. (12.2%).
The total installs (TIs) for Dream 11 increased by 79.43% across the three periods. The TIs
increased exponentially for the Tata Neu app (8438.1%) as the app's marketing was launched
with IPL. Phonepe (32.85%) edged Paytm (29.5%) and Myntra (37.4%) edged Meesho (34.22%)

5. in terms of TIs. Spotify (56.13%) and Swiggy (52.13%) also saw a spike of more than 50% in the
TIs.
Then, we look at the change in the proportion of new installs (NIs) from the pre-IPL to post-IPL
phase. Bobble AI’s report showed that apps sawa significant increasein new installations. Among
shopping apps, the increase in NIs was morethan 25 times for Myntra (110.84%) against Meesho
(4.72%). In the fintech space, Paytm (53.03%) performed marginally better than Phonepe
(52.24%).
The Bobble AI marketing intelligence report analyses the active users (AUs) on the apps. The
data shows that AUs have increased for all the apps. Dream11 saw an 83%+ increase. Among

6. shopping apps, the increase for Meesho’s (29.21%) AUs was substantially less than Myntra's
(50.95%). Phonepe (35.94%) edged Paytm (34.78%) for AUs in the fintech industry.
The figure below shows that the churn rate of all the apps except Tata Neu (increased from
59.25% to 76.61% from pre-IPL to during IPL, and then reduced to 75.86% post IPL) decreased
during the IPL period and increased after that. The pattern around the churn rate was similar
across the categories except for FinTech, where the decrease in the churn rate of Paytm (from
38.6% in pre-IPL to 33.78% in post-IPL) was lower than Phonepe (from 26.14% pre-IPL to 22.75%
in post IPL period).

7. The Average Transacting Users (ATUs) were the highest for the fintech apps as they are built for
conducting transactions. It was substantially high for Phonepe (47.54%) against Paytm (31.86%).
The increase was also considerably higher for Phonepe pre to post-IPL (from 45.5% to 47.54%)
compared with Paytm (from 31.43% pre-IPL to 31.86% post-IPL). The Bobble AI marketing
intelligence report shows that Meesho’s ATUs (0.43%) were less than Myntra's (8.01%). The
ATUs of Spotify (3.1%) also remain low; the people are using their free services and are still not
going for subscriptions.

8. In the case of fintech apps, a very high proportion of Paytm users are using Phonepe (73.5%),
whereas, Phonepe users also use Paytm (42.6%) is low. For shopping apps, a large proportion
of Myntra users are using Meesho (57.52%). However, one-tenth of the Meesho users have
Myntra (10.04%).
Conclusion
The Bobble AI marketing intelligence data reports that the brands reaped benefits out of the IPL
advertising. But some brands outperformed the other brands. The report shows that Dream 11
has performed well during the IPL but couldn’t sustain its performance post IPL. The other brands
saw sustained growth. The real winners were the fintech apps that saw substantial growth during
the IPL and sustained the growth even after IPL got over.
Case Study: Swiggy vs. Zomato
Bobble AI marketing intelligence also analyzed whether advertising during IPL gave an edge to
Swiggy over Zomato (not an advertiser) or not. The data shows that Swiggy didn’t get any such
edge. Zomato performed better than Swiggy in all the metrics apart from the churn rate. The open
rate for Zomato (7.3%) was more than Swiggy (1.93%), and so was the case with active users
(Zomato-96.98%, Swiggy-58.94%). Advertising during IPL didn’t give Swiggy a push to perform
well against Zomato, its main competitor.
The fintech app Paytm has recently announced a collaboration with e-commerce firm Flipkart for
its annual festive season sale 'The Big Billion Days' as payments partner which owns majority
stake in Paytm's competitor PhonePe.