Today, India has over 160 million smartphone users and this user base is estimated to grow at a CAGR of 26% from 2013 to 2017. The interactions of these smartphone users with their devices is generating vast amount of information. However, this information is not yet being understood and utilized efficiently, and therefore smartphone users continue to see ads which are not relevant for them. The problem here is that mere demographic data is not enough today for marketers to engage them with relevant offerings.We predicted this shift and have been leading the smart data-led approach to mobile marketing, which engages users based on their user personas and intent signals. However, the next step was to provide a deeper insight into these user personas to help you understand them better.

Today we present to you, Smartphone User Persona Report (SUPR) 2015, a comprehensive report based on a study conducted by Nielsen Informate Mobile Insights. The report provides an in-depth understanding of the growing Indian smartphone user base and their usage patterns. It segments these users into different personas and provides rich insights about each of them such as app usage, time spent on the device and data consumption patterns.

Some key highlights from the report:

  • The growing smartphone penetration in the country is primarily driven by Indians under the age of 25 years who make up for 63% of the user base
  • Smartphone users on an average spend 169 minutes per day on their devices
  • The report maps smartphone users to six key user personas: App Junkies, Social Stars, Conversationalists, Entertainment Buffs, Utilitarians and Dabblers.

The report includes many other such never-before known insights about smartphone usage in India, making it possibly the biggest and most detailed study on smartphone users in the country. These insights will equip marketers with a deeper understanding of smartphone users in the country and help engage their users with relevant offerings.
To read the press release click here.

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