At this point, talking about increasing smartphone penetration in India is pretty much stating the obvious. Almost every nook and corner of the country's metros will have people staring into their smartphones, making the most of the digital universe that it opens to. Even semi-urban and rural areas are fast catching up on the country's love for smartphones.
In fact, according to a FICCI-KPMG report, mobile data traffic registered a 50% growth in 2015, driven by an 85% surge in 3G data traffic. Rapidly growing consumption of videos on mobile is largely responsible for this surge in data traffic, with an estimated 40% of mobile data traffic being driven by video and audio consumption.
Also, 3G data traffic is said to have grown faster in B and C category telecom circles as compared to category A circles which is metros demonstrating that the appetite for mobile internet is no longer a metro phenomenon.
With advancing connectivity (read: advent of 4G) and latest generation smartphone hardware that's also easy on the wallet, mobile holds a lot of promise, especially for marketers looking at fresh new ways to reach out and engage their consumers. Buoyed by this increase smartphone penetration and consumption of content on smartphones, advertising spend on mobile in India is pegged at USD 240 million in 2016 and is estimated to reach USD 1.5 billion by 2020, growing at a strong CAGR of 65%.
The number of wireless internet users in the country is also estimated to hit 790 million by 2020, with 60% of them accessing Internet via mobile, which should further drive mobile advertising spends up.
The fact of the matter is that, mobile is where the consumer is today, and if you as a marketer do not have a focused spends around mobile advertising, it's time to revisit your marketing plan.