informate - smartphone metrics and analysis - march 2010

©Copyright 2010 Informate

SmartPhone Usage Metrics

March 2010


Contents Growth of Mobile Internet

Impact of 3G on Content Consumption

SmartPhones Ramp Up

India’s position in the Global Mobile Marketplace

Top Content Genres – Informate Analysis

Music

Games

News

Social Networking

Search

Mobile Advertising


Mobile Internet Will Be Bigger Than Most Think


Globally, more users are likely to connect to the Internet via mobile devices than desktop PCs

1

10

100

1,000

10,000

100,000

1,000,000

1960 1970 1980 1990 2000 2010 2020

1MM+Units

10MM+Units

100MM+Units

1B+sUnits/Users

10B+Units?

Mainframe

Minicomputer

PC

Desktop Internet

MobileInternet

Devic

es/U

sers

(M

M in

log

scale

)

Computing Growth Drivers Over Time, 1960 -2020E

Note: PC installed base reached 100MM in 1993, cellphone/ internet users reached 1B in 2002/ 2005 respectively (ITU, Mark Lipacis, Morgan Stanley Research)Source: Morgan Stanley – The Mobile Internet Report, December 2009

More ThanJust

PhonesSmartPhone

Kindle

Tablet

MP3

Cellphone/PDA

Car ElectronicsGPS/ ABS, A/V

Home Entertainment

Games

Wireless Home Appliances

Increasing Integration


The ramp up of Mobile Internet will be a lot faster than the Desktop Internet


It took iPhone & iTouch just 9 quarters to reach a base of 57 mn users

Mobile Internet Outpaces Desktop Internet Adoption

iPhone +iTouch users = 8x AOL users 9 quarters after launch

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


3G will drive the reach and popularization ofMobile Internet


We seem to be at an inflection point as 3G will soon cross 20% penetration worldwide

2007 2008 2009E 2010E 2011E 2012E 2013E 2014E0

500

1000

1500

2000

2500

3000

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

8%11%

15%

21%

27%

33%

38%

43%

3G+ Users 3G Penetration

Global 3G + Subscribers & Penetration, 2007 – 2014E

Note: 3G+ technologies include WCDMA, HSPA, TD-SCDMA, 1xEV-DO, LTE and WiMax (Source: Ovum Estimates, Morgan Stanley Research)Source: Morgan Stanley – The Mobile Internet Report, December 2009

273430

1055

1503

1928

688

2348

2776

2010E: Inflection Point

3G Penetration Reaches

Sweet Spot


SmartPhone share of content is far higher than their shipment

share


SmartPhone penetration has reached 10-20% mark across developed markets and is expected to rapidly increase over the years

iPho

neSym And RIM

Palm

Win

Oth

er0%

10%

20%

30%

40%

50%

60%

70%

Global Smartphone Share of HTML Mobile Page View/Mobile Internet + Apps Usage/ Unit Shipments

HTML Mobile Page Views Share (Net Applications, 409)

Mobile Internet + Apps Usage Share (AdMob, 10/09)

Global Unit Shipment Share (Gartner, CQ3, 09)

% Share

Note: Net Applications collects data from ~160MM monthly visitors on mobile devices hat render full HTML pages and JavaScript. Visits to WAP pages are excludedSource: Morgan Stanley – The Mobile Internet Report, December 2009 [AdMob Mobile Metrics Report (10/09), Net Applications (0409), Gartner (CQ3:09)]


Mobile Internet in India is already at a significant

level


India is in the forefront in the global Mobile Internet Marketplace

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.

India ranks third among 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.

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.


Only a quarter of the time spent on SmartPhones in India is for voice / SMS communication

Entertainment, Browsing and Applications dominate overall

time spends


Top content genres on SmartPhones in India

11

30

11

13

5 10

6 4

2 2 1 1 1 1 1 1

14 Other apps

Messaging (Email + Text)Browsing Voice Calls

Social networking

ChatGames

Media Player Phonebook

Radio Screen Enhancement

Online video sharingFile Manager

Phone Management Webmail

CalculatorTime management

CameraGallery SettingsOffice Programs

19

31

9

7 4

6 4

2 2 2 5

2 1 1 1 1 1 1 1

Active Time 196 mins

Active Time 152 mins

Symbian SmartPhones Windows Mobile SmartPhones

Active Time: Time spent on mobile phone doing deliberate activities.

Example: Calling, playing games, Listening to

music etc.

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.

Share of screen depicts the time spent

on each of the activities as a share of

the mobile screen space.

All figures represent % of

active time spent on the handset

Share of Screen

Base: Informate SmartMeter India,December 2009 Track

© Copyright 2010 Informate.

Share of Time Spent

Share of Time spent(%)

Application Usage Sheet Total

Active Time (minutes per day) 192

COMMUNICATION FEATURES 25.8%Split of Communication features Phone (Voice Calling) 46.8%Messaging (SMS/MMS) 41.3%Chat 7.1%Emails 0.8%Connectivity 1.0%Other Communication 3.0%BROWSING FEATURE 30.6% ENTERTAINMENT FEATURES 29.1%Split of Entertainment features Multimedia 85.9%Games 14.1%PHONE MANAGEMENT 7.3%Split of Phone management Phone Navigation 94.5%Security 5.5%Productivity 6.3%Split of Productivity Phone features 7.4%Utility features 87.2%Office packages 5.4%OTHERS 0.9%


More music will be consumed in India through mobile phones than through any other medium within the next few years


Multimedia Usage on SmartPhones

Media player51.1%

Radio4.5%

Gallery38.3%

Camera3.5%

Others2.6%

Smartphone users spend 25 mins/ day on

media player apps

Base: Informate SmartMeter India ,December 2009 Track

Share of Multimedia – 48 minutes/ day

18

The mobile phone will be the No. 1 gaming device in India when it comes to share of time

spent


6 out of every 10 users have played a game in the last 1 month

Source: Informate SmartMeter Tracker Nov ‘09

An average users spends about 12 minutes/ day on gaming which translates to 6 hours per month per user!

Source: Informate SmartMeter Tracker Nov ‘09

Mobile Game Usage Base: Ever played any game in November 09:

Puzzle

Action

Card

Arcade

Racing

Sports

Adventure

Strate

gy

Shooting

Word

or Number Ball

Adult gam

es

Board

Gamblin

g Quiz

Treasu

re Hunt

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Share of Time spent % Reach %

Reach (%): Percent of total universe accounted for by total application users during the report monthShare of time spent (%): Percent of total gaming usage minutes ac-counted for by the specific game usage minutes during the report month


The mobile phone will be the No. 1 medium for delivering

‘Breaking News’ in the future

© Copyright 2010 Informate

News on Mobile Phones on the rise

1 out of every 7 users accesses news on their mobile phones through their phone browser

11% of the users have used a downloadable news application on their phone in the previous monthBase: Informate SmartMeter India, December 2009

Track


Eventually, more people will access Social Networking sites through their mobile phones

than through desktop PCs


Base: Ever browsed any website in Dec,2009Share of Page Views: (%): Percent of total page views accounted for by the specific site page views during the report month

Orkut

Face

book

Mygam

ma

Mig33

Wap

spell

Mobiluck

Frenzo Hi5

Twitt

er

Qeep sit

e-2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%Reach %

Overall Reach of Social Networking Websites(%)

Base: Ever browsed any website in Dec,2009

Reach (%): Percent of total universe accounted for by total site visitors during the report month

Social Networking as a category commands 6.9% of overall page views in Dec

Orkut 22.6%

Facebook 15.9%

Mygamma17.5%

Mig33 site 12.5%

Mobiluck15.0%

Frenzo9.0%

Others7.5%

Social Networking Website’s Share of Page Views (%)

Orkut is the most popular social networking site in terms of both reach & page views. It is followed by Facebook & Mygamma

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


More searches will happen on mobile phones than Desktop

PCs

Search is the most popular genre on the Mobile Internet

0% 10% 20% 30% 40% 50% 60% 70% 80%0%

2%

4%

6%

8%

10%

12%

Search

Portal

Sports

Entertainment/Fun

High Reach; High Share of Page Views

Low Reach; Low Share of Page Views

Shar

e of

Pag

e V

iew

s(%

)

VAS Portal

Social Networking

Webmail

Telecom

Adult Content

Web communicationConten

t Sharing

BFSI

High Reach; Low Share of Page

Views

Low Reach; High Share of Page Views

With more than 70% penetration and a close to 7% share of page views, search dominates the mobile web in India

Reach(%)

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.

Base: Ever browsed any website in Dec,2009


Advertising $$ will eventually follow eyeballs and there are already a lot of eyeballs glued

to the Mobile in India


What about Mobile Advertising?

Advertising dominates Global Desktop Internet revenue

That’s not the case for the Mobile Internet today – advertising accounts for a small share

But there is large scope for disruptive innovation for monetizing the opportunities that the medium has made available

At the same time, strong reliable metrics will act as a catalyst to the growth of Mobile Advertising


Thank You

for more details [email protected]

more SmartPhone Metrics available at

www.smartmobi.inwww.smartmobi.us

mailto:[email protected]

http://www.smartmobi.in/

http://www.smartmobi.us/

informate - smartphone metrics and analysis - march 2010

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