There was a time when the ability of a mobile phone to double up as an MP3 music player was considered a big step forward. In the era of feature phones, the erstwhile Sony Ericsson's Walkman phones sold like hot cakes as the ability to offer a music player experience in a mobile phone was their USP.
Mobile devices have come a long way since, and for today's smartphones, the ability to play music, high quality videos and even graphic-intensive games is a given. In fact, a lot of people especially those in countries such as India, are choosing to watch videos or play games on their smartphones over other digital mediums that offer such content.
Our recent Smartphone User Persona Report (SUPR) 2015, also observes a similar trend where 15% of the country's 160 million strong smartphone user base spends a major chunk of their time playing games, watching videos, listening to music or browsing the Internet on their smartphones.
Segmented in SUPR as Entertainment Buffs, these users spend over 211 minutes a day on their smartphones, of which, close to an hour is spent playing games, music or videos. What is interesting to note is that MX player, an offline video content player, YouTube and Gaana.com (a leading Indian online music streaming portal) are the apps most frequently accessed by these Entertainment Buffs.
What this points to is that while this set of smartphone users typically started off by accessing entertainment content offline, they are also rapidly adopting apps which stream online audio and video content. On the other hand, companies that offer such content have also taken notice and now taking a mobile-first strategy to engage their consumers.
For instance, in India, it had become very popular for entertainment companies to release trailers on YouTube. However, today companies such as Star India (a 21st Century Fox-owned broadcaster) with the Hot Star app, and Eros Entertainment with Eros Now app are showcasing new movies on these apps, even before premiering them on satellite television.
Mobile gaming too is seeing a big thrust in the country and games such as Clash of Clans, Candy Crush Saga and Teen Patti – Indian Poker are seeing massive adoption rates in the country. This means there is a huge opportunity for marketers to reach out to these Entertainment Buffs, since much of the content they access is highly interactive and engaging.
To know more about Entertainment Buffs, read out complete SUPR report here.