Indias Smartphone Growth Story

CAGR (2013-17)

Smartphone user base

in India (Millions)

26%

234
195
160
116
74

2013

2014

2015

2016

2017
Source: eMarketer

c 2015

Young Smartphone User Base

Age-group wise break-up (%)

63%

4%

59%

of smartphone users are

under 25 Years

<18 Yrs

18-24

6%

20%

7%

4%

25-30

31-35

36-40

40+Yrs

Marketers need to think beyond just demographics and consider

smartphone user profiling based on interactions with their devices.

c 2015

Smartphone User Segmentation conducted for Vserv

Mapping Smartphone User Persona

Smartphone user base composition: Share (%)

24%

20%

16%

APP JUNKIES

SOCIAL STARS

CONVERSATIONALISTS

Highest number of app and game

downloads and installs in a month.

Spend over 2 hours a day using

social networking and chat apps.

Use smartphones primarily for

making calls, very low app usage.

15%

15%

10%
?

ENTERTAINMENT BUFFS

UTILITARIANS

DABBLERS

Biggest consumers of games, videos,

music and internet on smartphones

Utility-driven app usage, along with

apps for voice calls and messaging.

Use smartphones infrequently,

seldom access apps and sites.

c 2015

Smartphone User Segmentation conducted for Vserv

Smartphone users in India, on an average, spend

169 mins per day on their device.

However, usage pattern varies across smartphone
user personas.

Time Spent

Apps/Games

Mins/Day

Installed/Month

Total Data
Consumption
GB/Month

App Junkies

160

18.5

6.7

Social Stars

263

4.7

2.7

Conversationalists

84

2.6

1.4

Entertainment Buffs

211

4.8

2.9

Utilitarians

178

5.1

2.6

Dabblers

76

3.4

1.5

c 2015

Smartphone User Segmentation conducted for Vserv

Social networking and Chat/IM genres witnessed a single app dominating

its respective category across all 6 smartphone user personas. However,
smartphone activities like mobile music streaming and shopping
(E-tailing) have multiple apps competing for the top spot.

Mobile Gaming

32.5

16.8

4.9

11.2

8.8

28.7

Reach (%)

13.4

8.1

6.6

Time spent by
users (mins/day)

0.5

0.3

0.7

33.9

20.0

17.8

1.4

1.1

0.6

Reach (%)
Time spent by
users (mins/day)

Mobile Streaming

Shopping (E-tailing)

Reach (%)
Time spent by
users (mins/day)
c 2015

Smartphone User Segmentation conducted for Vserv

24%

Share in the smartphone user base

APP JUNKIES
This user persona sees the highest number of
app and game downloads and installs in a month.

Frequently Used Apps

Over-Indexing Profile
< 18 yrs
Male
Students

160 =

Metros
3G connection
High end devices 15K+

64

18

Flipkart

16

62

Mins/Day

Online
apps

Browsing

Calls &
messages

Offline
activities

42
Mins
Between 8pm-12pm

Data Consumed (per month)

(Mobile Prime-Time)

Cellular

c 2015

1.1 GB

5.6 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

PayTM

MX Player

4 Mins/Day

Time spent on
app store per day

Installs (per month)

16.4

Apps

2.1

Games

Share of Time Spent Per Day (%)

25%

23%

Socializing

Entertainment
Games
Image Apps
Video
Music Apps

Chat and VOIP

31.7
Social Networking
8.9
Dating and Matrimonial 1.3

3%

19%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

20.2
4.4
2.5
1.6

Seeking Info
3.0
2.4
2.0
1.0

Search
Sports Apps
App Store
News

7.9
2.3
4.1
1.4

30%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

2.6
1.3
1.8
0.6

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

20%

Share in the smartphone user base

SOCIAL STARS
This user persona spends over 2 hours a day
catching up with the world on social networking
and chat apps.

Frequently Used Apps

Over-Indexing Profile
18-24 yrs
Female
Single

263 =

Well Educated
Metro, Mini Metros
High end devices 15K+
SEC A

150

18

WhatsApp Facebook

23

72

Mins/Day

Online
apps

Browsing

Calls &
messages

Offline
activities

70
Mins
Between 8pm-12pm

Data Consumed (per month)

(Mobile Prime-Time)

Cellular

c 2015

0.7 GB

2.0 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

121

Hike

Mins/Day

On Chat & Social

Networking Apps

Installs (per month)

4.2

Apps

0.5

Games

Share of Time Spent Per Day (%)

46%

17%

Socializing

Entertainment
Games
Image Apps
Video
Music Apps

Chat and VOIP

106.8
Social Networking
16.4
Dating and Matrimonial 9.6

1%

13%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

17.5
9.7
2.9
2.5

Seeking Info
2.9
4.1
1.1
1.1

Search
Sport Apps
App Store
News

15.6
2.1
2.0
1.0

23%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

3.8
2.3
1.7
0.7

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

16%

Share in the smartphone user base

CONVERSATIONALISTS
They use their smartphone primarily for
making calls. Their app usage is very low.

Frequently Used Apps

Over-Indexing Profile
25+ yrs
Female
Married

84 =
Mins/Day

Mini Metros
Low end devices <10K
SEC B,C,D

33
Online
apps

7
Browsing

Phone

14

30

Calls &
messages

Offline
activities

22
Mins
Between 8pm-12pm

Data Consumed (per month)

(Mobile Prime-Time)

Cellular

c 2015

0.5 GB

WhatsApp Native Media

Player

0.9 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

60%

Share of
outgoing calls

Installs (per month)

2.3

Apps

0.3

Games

Share of Time Spent Per Day (%)

32%

22%

Socializing

Entertainment
Games
Image Apps
Video
Music Apps

Chat and VOIP

23.5
Social Networking
5.6
Dating and Matrimonial 1.0

2%

11%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

12.0
3.1
1.2
0.7

Seeking Info
1.6
1.7
0.8
0.7

Search
Sports Apps
App Store
News

0.8
1.6
0.9
1.1

33%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

2.1
2.8
0.9
0.5

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

15%

Share in the smartphone user base

ENTERTAINMENT BUFFS
They spend a large chunk of their time on smart
phones playing games, watching videos,
listening to music and browsing.

Frequently Used Apps

Over-Indexing Profile
Up to 24 yrs
Male
Students

211 =
Mins/Day

Mini Metros & Lower

Low end devices < 10K
SEC C,D,E

Opera

UC Browser

58

13

84

Online
apps

Browsing

Calls &
messages

Offline
activities

55
Mins
Between 8pm-12pm
(Mobile Prime-Time)

Cellular

c 2015

53 Mins

57

Data Consumed (per month)

0.9 GB

2.0 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

MX Player

Games, Music,
Videos

Installs (per month)

4.2

Apps

0.6

Games

Share of Time Spent Per Day (%)

19%

30%

Socializing

Entertainment

Chat and VOIP

36.8
Social Networking
6.2
Dating and Matrimonial 1.9

Games
Image Apps
Video
Music Apps

1%

30%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

30.4
4.7
3.2
1.7

Seeking Info
Search
Sports Apps
App Store
News

2.8
3.4
1.9
1.0

2.4
4.7
2.4
3.5

20%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

3.3
3.1
2.2
0.7

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

15%

Share in the smartphone user base

UTILITARIANS
Their app usage is primarily utilty-driven
along with apps for voice calls and messaging.

Over-Indexing Profile
25+ yrs
Males
Married
Metros

178 =

3G connection
Mid and high end
devices 10K+
SEC A

Frequently Used Apps

Viber

59

13

56

50

Online
apps

Browsing

Calls &
messages

Offline
activities

Mins/Day

46
Mins
Between 8pm-12pm

Data Consumed (per month)

(Mobile Prime-Time)

Cellular

c 2015

0.8 GB

HDFC

News Hunt

50 Mins - Calls
- Chat &
39 Mins
VOIP

1.8 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

Installs (per month)

4.6

Apps

0.5

Games

Share of Time Spent Per Day (%)

25%

15%

Socializing

Entertainment

Chat and VOIP

37.7
Social Networking
8.9
Dating and Matrimonial 2.0

Games
Image Apps
Video
Music Apps

2%

11%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

15.9
2.2
1.5
0.9

Seeking Info
2.6
1.8
1.2
1.2

Search
Sports Apps
App Store
News

4.6
2.9
1.4
2.0

47%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

6.1
1.6
2.0
0.8

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

10%

Share in the smartphone user base

DABBLERS
They use their smartphones infrequently,
seldom accessing apps and sites.

Frequently Used Apps

Over-Indexing Profile
< 18 & 36+ yrs
Female
Married

76 =
Mins/Day

Metros
Low end
devices < 10K
SEC A

WhatsApp

32

12

26

Online
apps

Browsing

Calls &
messages

Offline
activities

20
Mins
Between 8pm-12pm

Data Consumed (per month)

(Mobile Prime-Time)

Cellular

c 2015

0.4 GB

Native Browser

1.1 GB
Wi-Fi

Smartphone User Segmentation conducted for Vserv

Email

Lowest smartphone
engagement observed
across personas

Installs (per month)

2.9

Apps

0.5

Games

Share of Time Spent Per Day (%)

34%

22%

Socializing

Entertainment

Chat and VOIP

23.5
Social Networking
4.3
Dating and Matrimonial 1.2

Games
Image Apps
Video
Music Apps

1%

12%

Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism

10.0
2.6
1.4
0.6

Seeking Info
1.2
1.2
0.7
0.5

Search
Sports Apps
App Store
News

0.7
1.4
1.0
1.1

31%

Utility
SMS
BFSI and Online
Trading
Emails
Calculator
c 2015

1.8
2.8
0.8
0.4

Smartphone User Segmentation conducted for Vserv

Time spent
by users
(mins per day)

Vservs unparalleled reach across the

Indian smartphone user base

Vserv has access to 74%

of the smartphone user base in India

Reach across all Smartphone User Personas in India (In Millions)

23

App Junkies

19

Social Stars

15

Conversationalists
Entertainment Buffs

14

Utilitarians

14

Dabblers

c 2015

Brought to you by

+
Source and
Methodology
Nielsen Informate Mobile Insights maintains
an opt-in panel of over 12,000 smartphone
users from India.
Actual smartphone usage and consumption
patterns are captured with innovative
smartphone metering technology installed
on the panelists devices.
6 smartphone user personas emerged from
the K-means clustering done using 22 actual
smartphone usage parameters as input
variables, captured over a 3 month period
(OND14)

c 2015

Smartphone User Segmentation conducted for Vserv