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Smartphone Users Spend 169 Minutes Daily On Their Devices: Vserv

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With an estimated 160 million smartphone users, growing at a CAGR of 26 per cent from 2013 to 2017, India is the fastest growing smartphone market. This boom in the Indian smartphone market, is primarily being propelled by Indians under the age of 25 years, with 63 per cent of users fall in that age bracket, according to Smartphone User Persona Report (SUPR) 2015.
 
The report was released by Vserv, the smart data platform for mobile marketing and commerce. The report findings are based on a study conducted by Nielsen Informate Mobile Insights on usage patterns of Indian smartphone consumers.
 
As per the study, smartphone users spend on average 169 minutes per day on their devices.
 
The persona report segments Indian smartphone users into different user personas and delves into their usage patterns. Six smartphone user personas that emerged are — App Junkies, Social Stars, Conversationalists, Entertainment Buffs, Utilitarians and Dabblers.
 
App Junkies are nearly 25 per cent of the total smartphone users who download 18.5 mobile apps and games every month.
 
Nearly 20 per cent of the smartphone users that spend over 2 hours a day using chat and social networking apps are classified as Social Stars. 15 per cent smartphone users that spend almost an hour each day playing games, listening to music or watching videos on their smartphones are segmented as Entertainment Buffs.
 
Only 10 per cent people use their smartphones infrequently, seldom accessing apps and sites.
 
“Today, it is imperative for marketers to move beyond demographic data and embrace smart data based targeting to stay ahead in the game. Marketers need to formulate their strategies focused on user personas and their intent,” says Pranab Punj, associate vice president, global marketing, Vserv.
 
SUPR is based on an automated usage data collection from over 12,000 smartphone users in India, over a three month period. The study was conducted using innovative smartphone metering technology installed by opt-in panelists on their smartphones.


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