Use of Android phones is primary
reason for the growth in mobile usage, particularly among Indian
youngsters, who prefer music,
entertainment and technology sites
This may come as no surprise to many. India is among the top
four data-consuming countries in the Asia Pacific region, when it comes to
smartphones. A recently-released study by mobile ad platform Opera Mediaworks
and the global body, Mobile Marketing Association, shows that India, Indonesia,
Vietnam and the Philippines, have seen a dramatic 545 per cent increase in the
adoption of smartphones since 2013. The four countries have been dubbed the
‘Power 4’ or P4, according to the APAC State of Mobile Advertising report. The
findings are based on Second Quarter of 2015 data from 400 million unique users
on the Opera Mediaworks platform.
“India remains one of the most
exciting markets in Asia when it comes to smartphone adoption, and rapid shift
of consumers to make mobile as primary screen,” says Vikas Gulati, Managing
Director, Asia, Opera Mediaworks. “Mobile advertising, on the other hand, is
highly underrepresented in India and there is massive opportunity for
advertisers to connect with the prime prospects, deliver rich and meaningful
experiences at a time and place when it matters the most.”
Mobile growth can largely be
attributed to the rapid adoption of Android devices. In the second quarter, the
Android operating system took the No. 1 position in the market share of
impressions served to mobile devices, accounting for more than 60 per cent of
traffic in APAC and over 55 per cent in India.
Findings for India indicate that nine
out of 10 mobile users in India are male, and Indian users are overwhelmingly
young; the average user age being under 23. About 50 per cent of them are
between 18-23 years old. And while the most visited mobile sites and apps by
users in the P4 region are in the social networking category, Indian users are
more drawn to sites and apps that serve music, video, media and entertainment,
followed by technology content. The top three countries in the P4 region in
terms of data consumption are Vietnam, Indonesia and India, and the average
data consumption in these countries respectively is around 90, 65 and 60 MB per
month.
Moreover, in India, social networking
sites and apps provided the highest number of impressions for advertisers,
followed by news and information, and sports. The impressions of advertising on
communication services is much higher than the global average by -- and as much
as 15x higher -- for revenue.
The P4 countries represent less than
half (43 per cent) of the population of Asia, account for less than 30 per cent
of regional internet users — yet over 76 per cent of these users access the
internet via mobile. For India, Opera estimates that 77 per cent of internet
users can access the web via a mobile device. Business, finance and investing
publishers fared well, accounting for a whopping 42 per cent of revenue paid to
mobile publishers across the P4 region.
“Opera Mediaworks represents almost
50 per cent of audience share of the market in India. We are making significant
investments to grow the ecosystem, share insights on consumer behaviour and
trends in mobile content consumption to help marketers better leverage the
mobile opportunity,” adds Gulati.
According to Rohit Dadwal, Managing
Director, Mobile Marketing Association APAC: “Collaborating with members of the
mobile marketing ecosystem has always been the key to building knowledge and
capabilities amongst this the region’s marketers, and the MMA is very excited
to partner with Opera Mediaworks on their State of the Mobile Advertising
Report.” He adds: “We believe marketers in Asia are best positioned to be
leaders in global mobile innovation, building campaigns that harness the
potential of the medium and the mobile audience. Opera’s stunning data proves
that the future of mobile lies in Asia”
Source |Mid Day | 24 August 2015
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