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Informate - SmartPhone Metrics And Analysis - March 2010

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Informate - SmartPhone Metrics And Analysis - March 2010

  1. 1. SmartPhone Usage Metrics<br />March 2010<br />
  2. 2. Contents<br /><ul><li>Growth of Mobile Internet
  3. 3. Impact of 3G on Content Consumption
  4. 4. SmartPhones Ramp Up
  5. 5. India’s position in the Global Mobile Marketplace
  6. 6. Top Content Genres – Informate Analysis
  7. 7. Music
  8. 8. Games
  9. 9. News
  10. 10. Social Networking
  11. 11. Search
  12. 12. Mobile Advertising</li></li></ul><li>Mobile Internet Will Be Bigger Than Most Think<br />
  13. 13. Globally, more users are likely to connect to the Internet via mobile devices than desktop PCs<br />Computing Growth Drivers Over Time, 1960 -2020E<br />More Than<br />Just Phones<br />1,000,000<br />Mobile<br />Internet <br />100,000<br />SmartPhone<br />Kindle<br />Tablet<br />MP3<br />Cellphone/PDA<br />Car Electronics<br />GPS/ ABS, A/V<br />Home <br />Entertainment<br />Games<br />Wireless Home Appliances<br />Desktop<br /> Internet <br />Increasing Integration<br />10,000<br />10B+<br />Units?<br />1,000<br />PC<br />Devices/Users (MM in log scale)<br />1B+s<br />Units/Users<br />100<br />Minicomputer<br />100MM+<br />Units<br />10<br />10MM+<br />Units <br />Mainframe<br />1<br />1MM+<br />Units<br />1960<br />1970<br />1990<br />2000<br />1980<br />2010<br />2020<br />Note: PC installed base reached 100MM in 1993, cellphone/ internet users reached 1B in 2002/ 2005 respectively (ITU, Mark Lipacis, Morgan Stanley Research)<br />Source: Morgan Stanley – The Mobile Internet Report, December 2009<br />
  14. 14. The ramp up of Mobile Internet will be a lot faster than the Desktop Internet<br />
  15. 15. It took iPhone & iTouch just 9 quarters to reach a base of 57 mn users <br />Mobile Internet Outpaces Desktop Internet Adoption<br />iPhone +iTouch users = 8x AOL users 9 quarters after launch<br />Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07) Source: Morgan Stanley – The Mobile Internet Report, December 2009<br />
  16. 16. 3G will drive the reach and popularization ofMobile Internet <br />
  17. 17. We seem to be at an inflection point as 3G will soon cross 20% penetration worldwide<br />Global 3G + Subscribers & Penetration, 2007 – 2014E<br />2010E: Inflection Point<br />3G Penetration Reaches<br />Sweet Spot <br />2776<br />2348<br />1928<br />1503<br />1055<br />688<br />430<br />273<br />Note: 3G+ technologies include WCDMA, HSPA, TD-SCDMA, 1xEV-DO, LTE and WiMax (Source: Ovum Estimates, Morgan Stanley Research)<br />Source: Morgan Stanley – The Mobile Internet Report, December 2009<br />
  18. 18. SmartPhone share of content is far higher than their shipment share<br />
  19. 19. SmartPhone penetration has reached 10-20% mark across <br />developed markets and is expected to rapidly increase over the years <br />Note: Net Applications collects data from ~160MM monthly visitors on mobile devices hat render full HTML pages and JavaScript. Visits to WAP pages are excluded<br />Source: Morgan Stanley – The Mobile Internet Report, December 2009 [AdMob Mobile Metrics Report (10/09), Net Applications (0409), Gartner (CQ3:09)]<br />
  20. 20. Mobile Internet in India is already at a significant level<br />
  21. 21. India is in the forefront in the global Mobile Internet Marketplace<br /><ul><li>India ranks No. 2(second only to USA) in the global ad requests served by AdMob, one of the largest mobile ad networks in the world.
  22. 22. India ranks thirdamong the top markets for Opera Mini, which reported that page views and unique users in India have gone up by 202% and 61%respectively in the last 15 months.
  23. 23. Informate’s own analysis based on actual usage of SmartPhone handsets shows that Mobile Internet page views have more than doubled in the last 6 months.</li></li></ul><li>Only a quarter of the time spent on SmartPhones in India is for voice / SMS communicationEntertainment, Browsing and Applications dominate overall time spends<br />
  24. 24. Top content genres on SmartPhones in India<br />Browsing commands highest share of time spent- more than calls and messaging put together. Entertainment (comprising media player, gallery, online video sharing, games, radio, camera) as a category has a sizeable share. <br />Share of Screen<br />Share of screen depicts the time spent on each of the activities as a share of the mobile screen space. <br />Active Time: Time spent on mobile phone doing deliberate activities. <br />Example: Calling, playing games, Listening to music etc.<br />Active Time 152 mins<br />Active Time 196 mins<br />All figures represent % of <br />active time spent on <br />the handset<br />Windows Mobile SmartPhones<br />Symbian SmartPhones<br />Base: Informate SmartMeter India,<br />December 2009 Track<br />14<br />
  25. 25. Share of Time Spent<br />
  26. 26. More music will be consumed in India through mobile phones than through any other medium within the next few years<br />
  27. 27. Multimedia Usage on SmartPhones<br />Share of Multimedia – 48 minutes/ day<br />Smartphone users spend 25 mins/ day on media player apps<br />Base: Informate SmartMeter India ,December 2009 Track<br />
  28. 28. The mobile phone will be the No. 1 gaming device in India when it comes to share of time spent<br />18<br />
  29. 29. 6 out of every 10 users have played a game in the last 1 month<br />An average users spends about 12 minutes/ day on gaming which translates to 6 hours per month per user!<br />Source: Informate SmartMeter Tracker Nov ‘09<br />Source: Informate SmartMeter Tracker Nov ‘09<br />Mobile Game Usage Base: Ever played any game in November 09:<br />
  30. 30. The mobile phone will be the No. 1 medium for delivering ‘Breaking News’ in the future <br />
  31. 31. News on Mobile Phones on the rise<br /><ul><li>1 out of every 7 users accesses news on their mobile phones through their phone browser
  32. 32. 11% of the users have used a downloadable news application on their phone in the previous month</li></ul>Base: Informate SmartMeter India, December 2009 Track<br />
  33. 33. Eventually, more people will access Social Networking sites through their mobile phones than through desktop PCs<br />
  34. 34. 4 out of 10 SmartPhone users visit Social Networking sites using their phones and 10% of the total page views are attributed to these sites<br />Social Networking Website’s Share of Page Views (%)<br />Social Networking as a category commands 6.9% of overall page views in Dec<br />Base: Ever browsed any website in Dec,2009<br />Share of Page Views: (%): Percent of total page views accounted for by <br />the specific site page views during the report month<br />Orkut is the most popular social networking site in terms of both reach & page views. It is followed by Facebook & Mygamma <br />
  35. 35. More searches will happen on mobile phones than Desktop PCs<br />
  36. 36. Search is the most popular genre on the Mobile Internet<br />With more than 70% penetration and a close to 7% share of page views, search dominates the mobile web in India<br />VAS Portal<br />Low Reach; <br />High Share of Page Views<br />Social Networking<br />Webmail<br />Adult Content<br />High Reach; <br />Low Share of Page Views<br />Web communication<br />Content Sharing<br />Telecom<br />BFSI<br />Base: Ever browsed any website in Dec,2009<br />Reach(%)<br />Our smart meter tracker reveals that Telecom websites have high reach but are clicked significantly lesser number of times than other web categories. New mantras on the web like Content sharing, Entertainment , Web communication & specific interest areas like BFSI & Sports have low reach & page views but they are expected to catch up fast.<br />
  37. 37. Advertising $$ will eventually follow eyeballs and there are already a lot of eyeballs glued to the Mobile in India<br />
  38. 38. What about Mobile Advertising?<br /><ul><li>Advertising dominates Global Desktop Internet revenue
  39. 39. That’s not the case for the Mobile Internet today – advertising accounts for a small share
  40. 40. But there is large scope for disruptive innovation for monetizing the opportunities that the medium has made available
  41. 41. At the same time, strong reliable metrics will act as a catalyst to the growth of Mobile Advertising</li></li></ul><li>Thank Youfor more details contactanswers@informatemi.commore SmartPhone Metrics available at www.smartmobi.inwww.smartmobi.us <br />