understanding the indian mobile consumer - a google report

8/19/2019 Understanding the Indian Mobile Consumer - A Google Report

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Google Confidential and Proprietary


Understanding the Mobile Consumer

May 2013

Our Mobile Planet:

India

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Executive Summary

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Smartphones have become an indispensable part of our daily lives. Smartphone penetration iscurrently at 13% and these smartphone owners are becoming increasingly reliant on their devices. 46%access the Internet every day on their smartphone and most never leave home without it. Implication:

Businesses that make mobile a central part of their strategy will benefit from the opportunity to engagethe new constantly connected consumer.

Smartphones have transformed consumer behaviour. Mobile search, video, app usage and socialnetworking are prolific. Smartphone users are multi-tasking their media with 88% using their phone whiledoing other things such as listening to music (54%). Implication: Extending advertising strategies toinclude mobile and developing integrated cross-media campaigns can reach today’s consumers moreeffectively.

Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses.95% of smartphone users look for local information on their phone and 86% take action as a result, suchas making a purchase or contacting the business. Implication: Ensuring that clickable phone numbersappear in local results and leveraging location based services on mobile make it easyfor consumers to connect directly with businesses.

Smartphones have changed the way that consumers shop. Smartphones are critical shopping toolswith 91% of users having researched a product or service on their device. Smartphone researchinfluences buyer decisions and purchases across channels. 54% of smartphone users have madea purchase on their phone. Implication: Having a mobile-optimised site is critical and a cross-channelstrategy is needed to engage consumers across the multiple paths to purchase.

Smartphones help advertisers connect with consumers. Mobile ads are noticed by 96% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 85% haveperformed a search on their smartphone after seeing an offline ad. Implication: Making mobile adsa part of an integrated marketing strategy can drive greater consumer engagement.


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Understanding the Mobile Consumer

This survey is designedto gain insights into how

consumers use the Internet

on their smartphones

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How are smartphonesused in daily life?

How do consumers multi-task with their smartphones?

What activities are consumersconducting on their smartphones?

What role do smartphones play

in the shopping process?

How do consumers respond

to ads, offline and on mobile?

DAY

In detail:

• Facts and figures about smartphone adoption

and usage

• Internet usage in general, search, video,

social networking, mobile advertisingand m-commerce behaviour via smartphones

• This country report is part of a global

smartphone study conducted in multiple

countries. Visit thinkwithgoogle.com/

mobileplanet for access to additional tools

and data


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Agenda

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1 Smartphones are Indispensable to Daily Life

2 Smartphones Have Transformed Consumer Behaviour

3 Smartphones Help Users Navigate the World

4 Smartphones Change the Way that Consumers Shop

5 Smartphones Help Advertisers Connect with Customers


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SMARTPHONES ARE INDISPENSABLETO DAILY LIFE

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Google Confidential and Proprietary 6

Smartphone Penetration

Q1 201313%

Base: National representative population 16+, n= 1.000Q1: Which if any of the following devices do you currently use?


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Smartphones are a Central Part ofOur Daily Lives

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have used their smartphones

every day in the past 7 days46%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days, on how many days were you online with ...?


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Smartphones are Always On, Always with You

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don’t leave home without

their device71%Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely

disagree. "I don’t leave house without my smartphone"


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Smartphones Are Used Everywhere

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At home

89%

On the go

68%

In a store60%

89%

73%

72%

68%

66%

62%

62%

60%

50%

44%

42%

Home

Work

Restaurant

On-the-go

Public transport

At a social gathering/function/event

Cafe or coffee shop

In a store

Airport

Doctor's office

School

Place of Use

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you tend to use your smartphone? Please first select at which locations you ever use it - even if only seldom.


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Perceived Smartphone Usage Intensityincreased in last six months

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Spent more timeonline with their

smartphone in thelast 6 months

43%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q21: Thinking about the last 6 months, have you been using your smartphone to access the Internet more or less than you had before?


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Smartphones Have Become so Importantto Consumers that …

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree with each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. I

would rather give up TV than my smartphone. "I would rather give up my TV / desktop PC than my smartphone"

would rather give upTV than their smartphone44%


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SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOUR

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Smartphones area Major AccessPoint for Search

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73%search on theirsmartphones

every day

Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 957Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone?


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Smartphones Inform Our Daily Life

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Apartments, Housing info

43%Job Offers

31%Product Info53%

Restaurants, Pubs & Bars

Travel

43%

43%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.


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Smartphones are a Multi-Activity Portal

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Entertainment87%

67%

63%

48%

44%

71%

68%

60%

51%

Emailed (sent or read)

Accessed a social network

Read news on newspaper or

magazine portals

Reviewed websites, blogs or

message boards

Browsed the Internet

Listened to music

Played games

Watched videos on a video sharing

website

Stay Informed59%

Communication78%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.


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App Usage is Ubiquitous

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17

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4Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the Internet in general and who have, at minimum, one app on their smartphone, n= 995Q25: And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app distribution platform ?

apps installed

on average

paid apps installed

on average

apps used in the

last 30 days


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90% watch video

44% use video at leastonce a day17Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000

Q35: How often do you watch videos via websites or apps (e.g. short video clips,videos of TV shows, TV movies online, etc.) on your smartphone?

Smartphones Users are Avid Video Watchers


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Smartphone Users are FrequentSocial Networkers

18Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q38: How often do you visit a social network (via websites or apps) on your smartphone?

69% visit at leastonce a day

95% visit social

networks


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SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM

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Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information ontheir smartphone, Smartphone n= 946

Q34 Which of the following actions have you taken after having looked up this type of information (business or services close to yourlocation)?

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of smartphone users havelooked for localinformation

95%

have taken action asa result

86%


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Local Information Seekers Take Action

23Base: Private smartphone users who use the Internet in general and who look at least less than once a month for

information on their smartphone, Smartphone n= 946Q34: Which of the following actions have you taken after having looked up this type of information (business or

services close to your location)?

told othersabout it

35%

29%

28%

45%

31%

22%

21%

29%

20%

Looked up business or service on a map or

got directions to a business or service

Called the business or service

Visited the website of a business or service

Visited a business (e.g., store, restaurant)

Recommended a business or service to

someone else

Read or wrote a review about a business or

service

Made a purchase from a business online

Made a purchase from a business in-store

visited the

business

58%

connected with thebusiness

44%

made a purchase39%


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SMARTPHONESCHANGE THE WAY THATCONSUMERS SHOP


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Smartphones Allow Users to Research ProductsAnytime, Anywhere

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At home

63%

On the go

20%

In a store19%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?

63%

34%

27%

26%

22%

20%

19%

Home

Work

Public transport

Restaurant

Café or coffee shop

On-the-go

In a store

Place of Search


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have researcheda product or serviceon their phone91%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?

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Smartphones are Our Primary ShoppingCompanions

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41%

39%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagreewith the statement, a "5" means that you completely agree with the statement.

I have changed mymind about purchasing

a product or servicein a shop as of a result of information

that I gathered using my smartphone.

I have changed my mind aboutpurchasing a product or serviceonline as of a result of information that

I gathered using my smartphone.


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Research that Starts on Smartphones Leadsto Purchases Across Channels

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.

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Researchon smartphone

66%

53%

then purchased

via computer

then purchased

it offline

then purchased


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70%

of these smartphone shoppers

have made a purchase

in the past month

54% of smartphone users

have purchased

a product or service

on their smartphone

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q44: Have you ever purchased a product or service over the Internet on your smartphone? By product or service we mean everything that you can buy

excluding apps.Base: Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone n= 542Q45: Have ou made a urchase b usin our smart hone in the ast month?

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Smartphones Are an Emerging Point ofPurchase


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Smartphones Shoppers are Frequent Buyers

30Base: Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone, Smartphone n= 542 Q47:

How frequently do you purchase products or services with your smartphone?

74%make mobile purchasesat least once a month


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Barriers to Mobile Commerce Still Exist

31Base: Private smartphone users who use the Internet in general and who NOT purchased via Internet on their smartphone n= 458 Q46: Why have you not made a purchase using your smartphone? – Top 7

40%

30%

24%

24%

20%

17%

14%

Cannot trust credit card security on mobiledevice

Hard to compare prices and options

It takes too much time to open the web site page

Cannot see detailed product/service information

Mobile online access tend to be interrupted

Information is not rich enough

Hard to type


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SmartphonesHelp Advertisers ConnectWith Their Customers

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Offline Ad Exposure Leads to Mobile Search

33Base: Private smartphone users who use the Internet in general, n= 1000Q43a: Thinking about the last 6 months, how often have you used your smartphone to do a search in

response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?

Ad location

TV

81%

Shop/business

77%

Magazines

72%Posters / Billboards

70%

85%

have performeda mobile search after

seeing an ad


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96%of smartphone usersnotice mobile ads

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q41: How often do you notice advertising when you are using the browser or an app on your

smartphone? (Ever)


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Mobile Ads Make an Impression

35Base: Private smartphone users who use the Internet in general and who at least rarely notice advertising n= 962Q42: Where have you noticed advertising when using your smartphone?

53%

43%

36%

34%

25%

21%

While on a website

While using a search engine

While in an app

While watching a video

While on a video website

While on a retailer website

While in app36%

While on

a website

53%

While usinga search engine

43%

White watchinga video

34%

Where Mobile Ads Are Noticed


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Background

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Research Methodology

•

In partnership with Ipsos MediaCT, we interviewed a total of 1,000Indian online adults (18-64 years of age) who identified themselves asusing a smartphone to access the Internet

• The distribution is according to a national representative study and thedata is weighted on age, gender, region, brand of smartphone, mobile

internet usage frequency and tablet usage• A smartphone is defined as "a mobile phone offering advanced

capabilities, often with PC-like functionality or ability todownload apps"

•

Respondents were asked a variety of questions around device usage,

mobile search, video, social, web and commerce behaviour and mobileadvertising

•

Interviews were conducted in Q1 2013

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Demographics

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Area

26%

74%

57%

28%

9%

4%

2%

62%

23%

15%

58%

4%37%

0%

0%

Female

Male

18-24 Years

25-34 Years

35-44 Years

45-54 Years

55+ Years

Urban

Suburban

Rural

Single

Living with partner

Married

Widowed

Divorce/separated

Age

Gender

MaritalStatus

Base: Private smartphone users who use the Internet in general, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?


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Demographics

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5%14%

37%

43%

69%

0%

25%

3%

13%

8%

9%

7%

18%

17%

8%

9%

10%

Secondary school/ High school or below

Some college but not graduate

Graduate / Postgraduate - General

Graduate/ Postgraduate - Professional

Employed (full-time/part-time)

Retired

Student

Unemployed / housewife or househusband

Less than Rs 30,000 to Rs 99,000

Rs 1,00,000 to Rs 1,49,999

Rs 1,50,000 to Rs 1,99,999

Rs 2,00,000 to Rs 2,99,999

Rs 3,00,000 to Rs 4,99,999

Rs 5,00,000 to Rs 6,99,999

Rs 7,00,000 to Rs 9,99,999

Rs 10,00,000 to Over 30,00,000

Don't know/ no answer

EmploymentStatus

Education

Income

Base: Private smartphone users who use the Internet in general, n= 1.000D4 Wh t i th hi h t l l f d ti th t h l t d? D5 Whi h f th f ll i b t d ib

understanding the indian mobile consumer - a google report

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