Smartphone Engagement Continues to Grow, Rises 16 Percent over the Previous Quarter. Mobile Payments Gaining Traction

Business Wire India

  • Mobile payments gaining traction; witnesses a significant increase in the usage of mobile wallets
  • Entertainment services experienced significantly higher pull this quarter
  • News and Media continues to be in the top 5 categories accessed in the quarter
  • The average time spent on smartphones daily is 37% higher than the time spent on TV

The latest Smartphones Usage and Behaviour report from Kantar IMRB and MMA shows that time-spent on smartphones jumped by 16% in the period Jan-March 2017 over the previous quarter. Strong demand for messaging services, social media platforms, and entertainment apps helped to drive the expansion of mobile internet usage. The average time spent on smartphones daily is 37% higher than TV demonstrating that the engagement levels provided by smartphones remain unparalleled.

  1. Search, Social, Messaging
    • The category continues to witness strong demand for messaging services and social media platforms as average time spent on these platforms grew by 42%.
  2. Entertainment
    • A higher incidence of streaming (as compared to downloading) was evident by the fact that the 3 out of the top 5 entertainment properties were streaming services.
    • A combination of factors including low on-board storage, higher mobile data speeds, and lower data pricing, provided a fillip to entertainment-hungry youth who showed a clear preference for video streaming. However, audio appeared to be the entertainment format of choice for streamers over 25.
    • Regional content proves to be a big draw; YouTube added 11 local languages in light of strong demand for regional language content.
  3. Finance
    • India witnessed an upsurge in the usage of m-wallets as Paytm, MobiKwik, Freecharge, and PhonePe made up 4 out of the top 5 most accessed properties.
    • Average time spent on Paytm increased by 13% as compared to the previous quarter.
  4. News and Media
  • News aggregators like UC News, Google Newsstand, Dailyhunt were among the top properties accessed, indicating a growing preference to consume news from multiple sources on a single platform.
  • Consumers aged 25 years or more tend to be the primary users of News and Media, spending nearly 43% more time than average.

Preeti Desai, Country Manager, Mobile Marketing Association India noted, “We are extremely happy that MMA along with KANTAR IMRB is leading the charge with quarterly studies on Smart Phone Usage and Behaviour as with radical shifts in consumer media consumption in India, it is vital that marketers get essential quantitative metrics from the industry on how to best optimize Mobile in the marketing mix. Mobile is clearly the third largest mass medium in terms of Ad spends in India today, with estimated spends in 2016 amounting to ₹ 4,200 Cr increasing to an estimated spends of ₹ 6643 Cr in 2017. With everything almost on demand, Indian engagement levels provided by smartphones are unparalleled – and few innovative marketers have deployed an integrated marketing strategy that strategically takes advantage of both TV and Mobile as mediums acknowledging the average time spent on smartphones daily is 37% higher than the time spent on TV. Whilst Mobile video in India has grown faster and bigger than expected, it pays to forecast and marketers should review mobile audio as a marketing medium since ‘Vernacular Audio is set to boom’, as it appeared to be the entertainment format for choice for streamers over 25.”
Hemant Mehta, Managing Director, Media and Digital, Kantar IMRB, said, “Smartphone users continued to take advantage of the low-priced data offers to sate their appetite for entertainment-related content, specifically video. But what interested us the most is that we’re now beginning to see the result of government initiatives in driving literacy about digital payments. For the first time, we’re seeing the usage of mobile wallets among less affluent sections (SEC C/D/E), and this bodes well for a nation that can strongly benefit from bringing more people online.”
The Smartphones Usage and Behaviour report from Kantar IMRB and MMA enables all members of the ecosystem to stay updated with consumer mobile trends and media consumption habits. Also, at the same time, it elaborates the role of mobile as an influencer in the consumer’s path-to-purchase. 
You could also download the report from:
Editorial notes:

  1. Kantar IMRB and MMA Smartphone Usage and Behaviour Report Overview – India
  2. Infographics- Smartphone Usage and Time spent

About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators, and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smartphones and tablets. Members include, American Express, AdChina, Colgate – Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter and Gamble, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, Zenith Optimedia and many more.
MMA India members include PepsiCo India, Hotstar, OLX, United Spirits Limited, Autumn Worldwide, Hungama Digital, GroupM, KANTAR IMRB, Kotak Group, Nielsen, Hindustan Unilever, Culture Machine, Google, Godrej Group, Facebook, Paytm, and Saavn.
The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit:
About Kantar IMRB
Kantar IMRB is a pioneer of market research services in Asia. It partners its clients across the entire brand life-cycle through a unique mix of innovation and analytical thinking to design customized solutions that deliver greatest impact. Kantar IMRB’s suite of solutions is designed on frugal, agile innovation and adds value, real value, to help clients make impactful decisions. By leveraging on its large array of syndicated services and specialist divisions, Kantar IMRB helps clients in crafting marketing and consumer strategies. Kantar IMRB has created products and frameworks for global clients using the expertise and knowledge of emerging markets. With a multidisciplinary and multi- cultural workforce, Kantar IMRB is at the forefront of research and consulting services.
Kantar IMRB has been a leader in setting up industry measurements like India’s first TV rating system (TRPs), the first and only household panel in the country –Household purchases of FMCG’s (Kantar Worldpanel), the National Readership Survey (NRS), first IT (ITOPS) and Digital ( I Cube) studies, Online audiences (WAM) and Mobile usage (Mobi Track). Kantar IMRB also played an important role in the standardization of market research practices in India and was responsible for creating the Socio-Economic Classification (SEC) system in 1983 – a method now used across India to segment and define target audiences.
An eight-time recipient of “Agency of the Year”, Kantar IMRB’s footprint extends to 49 offices across 67 countries. Visit: for more information.

Follow us on:
Twitter | LinedkIn | Facebook


This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More