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Decoding the user persona that spends 2 hours a day on social networking apps


SUPR Social Stars insights featured imageToday when news breaks, it first spreads via social media and then the media gets its hands on it. Whether it is sharing pictures, videos, or even information, we turn to our favorite social media apps to do so. If a product or a service gets reviews, positive or otherwise, social media is where we can find them being shared.

Apps such as Facebook and WhatsApp have also brought families and friends closer, in a way that no other Internet-based medium has been able to in the past. Therefore, it comes as very little surprise when our new Smartphone User Persona Report (SUPR) 2015 findings suggest that 20% of the 160 million smartphone users in India spend over 2 hours in a day using social networking and chat apps.

These users, segmented as Social Stars, spend a whopping 263 minutes per day on their smartphones, the highest when compared to other smartphone users in the country. However, the biggest chunk of this time, over 121 minutes per day, is spent on accessing social media apps.

46% of their time on smartphones is spent socializing, a large portion of which is spent on chat and VoIP apps followed by social networking apps. WhatsApp, Facebook and Hike are the apps most frequently used by Social Stars In India.

Social Stars spend only 17% of their time on games, videos and music and 13% on seeking information, with search taking the biggest piece of this usage pie. However they spend a good 23% of their time on utility-based apps such as SMS, BFSI and online trading and emails.

Social Stars are well educated individuals between the ages of 18 to 24 years with most of them being females. This user persona primarily comes from Metros and Mini Metros in India who own high end smartphone that cost more than Rs 15,000.

For a major section of the country's young smartphone user population, social networking and chat apps are the primary way of connecting with people. These apps are becoming the go-to place for seeking and sharing information, even about products and services. Social media apps are therefore proving to be a great medium to understand consumer sentiment and engage with them. Brands therefore must look at social media integration as a part of their marketing strategy.

You can find the complete SUPR 2015 report here

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