Consumer Adoption of Connected Devices & Impact on Media Planning - a joint study by InMobi & Mobext

1. CONSUMER)ADOPTION)
OF)CONNECTED)DEVICES)AND)IMPACT)
ON)MEDIA)PLANNING)
INDIA:&SEP&2012&

2. Se4ng)the)Context)

3. Mobile)devices)are)the)#1)channel)for)media)
▪ !The!average!mobile!web!user!in!India!
consumes!5"hours"of"media!daily.!
▪ Mobile!devices!represent!33%!of!this!
;me.!

4. Rapidly)growing)mobile)internet)usage)surpassed)more)
highly)moneLzed)desktop)Internet)usage)in)May’2012,)in)
India)

5. Growth)in)technology)adopLon)
▪ One!tablet!generates!as"
many"website"visits"as"four"
smartphones."
▪ By!the!end!of!Q1!2012!
smartphones!accounted!for!
6.1%"of"site"visits"compared"
to"4.3%"on"tablet."
Device!Shipments! Website!Visits!
2009J2011! Q1!2012!
Ref:!Adobe's!Digital!Index!Report!

6. 54.24%"of"Indian"Desktop"Users""
&"56.3%"Smartphone"users""
are"likely"to"Purchase"a"Tablet"
in"next"6"Months!"

7. Background)
In!early!2012!InMobi,!the!largest!independent!mobile!ad!network,!partnered!
with!Mobext,!the!mobile!marke;ng!network!of!Havas!Digital,!to!conduct!a!study!
to!bePer!understand!how!consumers!are!using!mobile!connected!devices!and!
how!they!fit!into!the!decisionJmaking!process.!

8. Research)ObjecLves)
! To!conduct!the!first"global"on"device"study"of!
consumer!use!of!tablets,!smartphones!and!laptops!
! To!understand"the"difference"in"usage"and"behaviour"
across!the!3!devices!
! To!iden;fy!the!role"that""connected""devices"play"in"the"
path"to"purchase"

9. Research)Methodology)
▪ OnJdevice!survey!distributed!via!InMobi's!global!mobile!ad!network!
▪ Currently!9,400!responses!across!7!markets!
▪ Indian"Respondents":"2820"
▪ Full!range!of!smartphones!and!tablets!across!all!major!mobile!OS!plaXorms.!

10. Findings/Results)

11. This!is!a!!!Love"Story
96%"of!the! 49%"of!the!respondent!
respondent! 36%"would!not"
will"spend"more"in"the" want"to"be"
regularly"use" future"on"Laptops"
their" separated"from"
smartphone" their"tablet"

12. Overall)daily)Lme)spent)on)digital)devices)
Average"Sme"spent"by"an"Indian"on"all"devices"
176.3 Minutes
An"average"Indian"spends"more"
247.6 Minutes Sme"on"his"Smartphone"than"
a"Desktop"or"a"Laptop"
136.3 Minutes

13. Smartphones)&)Tablets)used)for)a)wide)variety)of)
acLviLes)
Average!number!of!ac;vi;es!different!devices!are!used!for!
!3.2"
!2.6" !2.9"
Communicated!with!a!friend! Banking!
Communicated!for!business!purposes! Finding!out!informa;on!
Shopping! Entertainment!

14. Smartphones)&)Tablets)used)for)a)wide)variety)of)
acLviLes)
Desktops!&!Tablets!are!used!in!equal!measure!for!both!funcSonal"and"entertainment"
whereas!Smartphones!used!as!Entertainment"and"communicaSon"device!!

15. Print)readership)&)Physical)Shopping)migrates)to)the)
Connected)devices)
AcSviSes"people"do"less"aer"buying"a"Laptop,"
Smartphone"or"a"tablet"
100)
90) 30.5)
80) 30.5) 29.5)
70) 27.5)
60) 21.5) 24.1)
20.5)
50) 21.9) 21.1) 29.5)
18.8)
40) 18.3)
34.5) 17.8)
30) 27.4) 27.7)
25.2)
20) 20.0) 16.3)
16.4)
10)
5.2)
0)
Watched"TV" Read"a" Read"a"magazine" Listened"to"the" Read"a"book"(in" Accessed"the" Gone"shopping"
newspaper"(in" (in"print)" radio"(on"a"radio" print)" internet"via"a" in"a"physical"
print)" set)" laptop"/"desktop" store"

16. Media)Content)consumpLon)through)connected)
devices)
Frequency"of"accessing"media"content"from"
connected"devices"
!200.00!!
!150.00!!
An"average"Indian"access"Media"
!100.00!! content"More"from" Tablets "
than"a"Smartphone"or"a"Desktop"
!50.00!!
!J!!!!
Several!;mes! Once!a!day! Several!;mes! 1!hour!–!2! Less!than!one!
a!day! a!week! hours! week!

17. Over)50%)in)India)spend)at)least)an)hour)a)day)
accessing)media)content)on)their)tablets)
More"than"2"
hours" None" Less"than"5"min"
15%" 2%" 7%"
5"min"–"30"min"
1"hour"–"2" 31%"
hours"
17%"
30"min"–"1"hour"
28%"

18. 66%"of"the"Tablet"user"
States"“It"is"easier"to"access"
content"on"a"tablet"than"
Smartphone"or"Laptop"

19. Use)of)Connected)Devices)during)the)day!)
During!a!Typical!Day,!
at!What!Times!Do!Users!Usually!Use!their!device?!
60"
50"
40"
30"
20"
10"
0"
6AMd8:59AM" 9AMd11:59AM"12PMd2:59PM" 3PMd5:59PM" 6PMd8:59PM" 9PMd11:59PM"12AMd2:59AM" 3AMd5:59AM"

20. Use)of)Connected)Devices)during)the)day!)
Tablet!use!peaks!between!6pm!and!
midnight!–!and!is!mainly!used!at!
home!!
!
Whereas!Smartphone!&!Laptop!
usage!is!constant!from!9AM!to!11PM!

21. Dual)screening)in)India)
36%
- In!India!the"tablet"is"the"
preferred"device"to"use"
34%
whilst"watching"TV!and!on!
average!40%!of!the!tablet!
owners!use!their!tablets!whilst!
41% watching!TV"

22. Shopping)in)India)is)now)more)likely)to)take)place)on)
Tablets)
34%
11%
32%

23. ImplicaLons)

24. ImplicaLon)for)Media)Planners)1)
▪ Op0mize&campaigns&by&strategically&choosing&the&channels&that&most&align&with&their&campaign&
goals.&
▪ &Whether&this&is&building&awareness,&
▪ &Communica0ng&more&detailed&informa0on&or&&
▪ &Delivering&on&performance&goals.&&
▪ Mobile&connected&devices&must&not&be&seen&as&providing&just&another&digital&channel&for&
consumers.&
▪ Planners&can&take&advantage&of&their&unique&roles&in&the&consumer&decision-&making&process.&
▪ &To&create&a&holis0c&adver0sing&strategy&with&mul0ple&integrated&channels,&each&contribu0ng&
specialized&capabili0es.&
▪ &An&complemen0ng&other&media&to&deliver&increased&response&and&engagement&levels.&&

25. ImplicaLons)for)Planners)a2)
▪ Planners&should&seek&opportuni0es&to&measure&the&connected&device&path&to&purchase&and&
use&this&for&device&aOribu0on&weigh0ng.&&
▪ These&devices&also&provide&the&opportunity&for&planners&to&use&loca0on&data&to&develop&
contextually&aware&campaigns&over&0me.&&
▪ And&while&tablets&are&mostly&used&at&home,&larger&screen&sizes,&apps,&and&unique&features&
such&as&accelerometers&provide&far&richer&and&more&innova0ve&engagement&experiences;&be&
sure&to&exploit&this.&&
▪ The&larger&size&of&tablets&tends&to&encourage&more&sharing&within&the&family,&while&small&form&
devices&such&as&smartphones&lend&themselves&to&more&personal&usage.&&
▪ This&has&implica0ons&for&adver0sers.&Adver0sing&big-0cket&items&such&as&cars&and&holidays&are&
usually&joint&decisions;&tablets&can&be&a&great&way&to&reach&mul0ple&decision&makers&in&a&
household&through&ads&and&social&media.&&
▪ Shared&usage&behavior&may&change&as&tablet&prices&fall,&but&for&now&tablets&deliver&an&avenue&
to&the&shared&decision&making&process.&&

26. ImplicaLon)for)Planners)a3)
▪ Dual&Screening&has&a&huge&impact&in&genera0ng&insight&
▪ Planners&can&amplify&offline&with&tablets&for&dual&screening,&or&smartphones&for&print.&
▪ &According&to&Nielsen,&dual&screened&display&really&works&to&amplify&brand&awareness.&&
They&mark&tablets&and&TV&in&concert&as&1.7&0mes&more&effec0ve&
at&driving&brand&recall&than&TV&adver0sing&alone.&&
▪ Challenge&planning&and&buying&communi0es&to&collaborate&together&and&sync&their&spot&
and&content&placements,&including&TV,&digital,&and&mobile,&to&capitalize&on&the&dual&
screen&targe0ng&opportunity&-&and&see&campaign&effec0veness&metrics&drama0cally&
improve.&&

27. )ImplicaLons)on)the)Purchase)Funnel.)
▪ Awareness&|&Reach&consumers&on&smartphones&and&tablets,&as&they&browse&throughout&
the&day&and&find&new&products&&
▪ Research&|&smartphones&are&used&for&finding&more&informa0on&and&engaging&in&dialogue&
with&a&brand.&Use&this&channel&to&provide&more&detailed&product&informa0on&and&
communicate&brand&messaging&&
▪ Shop&|&smartphones&are&used&to&consult&with&peers,&plan&purchases,&and&make&decisions;&
engage&consumers&here&to&be&part&of&the&decision&making&process&&
▪ Buy&|&tablets&and&personal&computers&are&the&preferred&devices&for&actually&making&
purchases.&Target&tablet&users&in&the&evening,&when&usage&is&highest&and&high&value&lean-
back&browsing&occurs&&

28. Conclusion)
▪ We’ve&approached&the&point&where&the&new&retail&impera0ve&demands&that&brands&have&a&
mobile&commerce&feature&enabled&for&customers&using&connected&devices.&
▪ &These&customers,&we&can&demonstrate,&are&not&simply&on-the-go&and&searching&for&their&
favorite&brands&on&their&devices.&&
▪ They&are&also&doing&this&at&home.&We&know&that&people&love&to&browse&and&increasingly&shop&
through&their&tablets.&The&tablet&should&therefore&be&perceived&as&an&extension&of&your&high-
street&and&online&shop&windows,&and&be&ready&for&trade.&&
▪ Mobile&display&media,&paid&and&organic&mobile&search,&and&of&course&above&the&line&TV&
prompts&in&the&home&will&all&bring&expectant&customers&to&your&shop&door.&
▪ &Your&client’s&customers&are&already&searching&for&their&favorite&retail&brands&on&smartphones&
and&tablets&-&just&look&into&the&available&web&analy0cs&-&are&your&clients&ready?&&

29. THANK)YOU!)
)
Arnav)Neel)Ghosh)
Mobext)India)
arnav.ghosh@mobext.mobi&