• The 18-24 age group has the highest incidence of smartphone users (13%)
• Nearly 1 in 5 SEC A mobile phone users in Urban India have a smartphone (18%)
• 22 Million smart phone owners use it for Social Networking
There are 27 million Smart phone users in Urban India, according to a survey conducted by Nielsen Informate Mobile Insights. This constitutes 9 percent of all mobile users in urban India. Smartphone incidence is higher in the large metros of 4 million plus population with one in ten smartphone users, and it is 6 percent in cities with a population of100,000 to 1 million.
These are the findings according to a survey “Smartphone Incidence in Urban India” conducted by Nielsen Informate Mobile Insights, amongst over 10,000 respondents in towns with 100,000 plus population.
“We know that there is a growing population of smart phone users in the country today, and to truly understand the market, knowing the actual number was critical. With 27 million smartphone users in Urban India, and insights into how consumers across cities and towns are using their phones, manufacturers, marketers and advertisers have a lot to gain” says Farshad Family, Managing Director – Media, Nielsen India.
Highlighting that consumer usage goes beyond voice calling and texting is the usage pattern of the smartphone owners. Based on their panel of smartphone users, Nielsen Informate is projecting that 22 million use their smart phones for social networking; while 24 million use it for running online searches. 19 million smartphone users are chatting and using webmail.16 million users view streaming video, and use smartphones for maps and navigation. Whereas 8 million smart phone users use it for banking & finance, travel, shopping and accessing other web portals. Accessing mobile television on smart phones is also an increasing trend for Urban India, and 7 million users use their phones for this purpose.
From a countrywide perspective The North zone in India sees the highest incidence, with over one in ten who owning a smartphone. Western India follows with an 8 percent incidence in the region, while it is 6 percent for the South & East Zones respectively.
Consumers in socio economic class A have the highest penetration of smart phones, with nearly one in five owners. Though there is a drastic dip in numbers, there is still relevant penetration of smartphones amongst other classes with SEC B (8%) ,SEC C (6%) &SEC D+E (4%).
Further, those below the age of 18, and above 40, have a five percent smartphone incidence. The age group of 18 to 24 has the highest incidence of ownership, with over one in ten in the age bracket who own a smart phone device.
Besides this, smartphone incidence is also impacted by the level of education amongst owners. Almost two in ten who had crossed their graduate, post graduate levels in professional streams, had a higher penetration of smartphones. This number is 12 percent for respondents who were still in college.
About Nielsen Informate Mobile Insights
Nielsen Informate Mobile Insights leverages innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users. Based on accurate, real-time usage data, we help clients understand consumer behaviour and develop product and marketing strategies. Nielsen Informate Mobile Insights maintains opt-in Smartphone panels to generate syndicated reports, in addition to building custom panels and conducting custom surveys for clients. Our insights aid decision makers across various segments like operators, OEMs, publishers, advertisers, content creators and aggregators and application developers.
Nielsen Informate Mobile Insights is an alliance between Nielsen Holdings N.V. (NYSE: NLSN) and Informate Mobile Intelligence.