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Trends In Multimedia Consumption On Mobile

App developers will need to incorporate new technologies to create better applications that will fulfill the demands of a tech savvy generation.

Photo Credit : Shutterstock


The multimedia capabilities of this generation mobile have increased manifold. This has resulted in a tremendous increase in the consumption of digital content in the form of apps, videos, and websites on the mobile. Mobile usage as a whole account for 60 per cent time spent in consuming new age media content. This is interesting to find that today mobile apps make up about 47 per cent of internet traffic and 8 per cent of digital consumption traffic originate from mobile browsers. It is projected that the number of smartphone users will grow from 150 per cent to 250 million by 2020.

Growth in the usage of mobile phones is primarily driven by social media, surfing and app downloads.

Various Media and its Consumption Trends on Mobile
Apps & Gaming
There are about 1.6 Million apps in Google play store while Appstore has 1.5 million apps. People spend about 42 per  of their app time on the smart phones on their most frequently used apps. It is estimated that 7 out of every 8 minutes of media consumption are on mobile devices. On an average, every smartphone users download 3 apps every month.

In India there is a huge penetration of those playing downloaded games on mobile and it drives the most revenue on both Google Play and App Store, in comparison of other categories of apps. Based on an in-depth research, nearly 52 per cent of overall population downloads games on mobiles. Moreover, people spend 43 per cent of their time on playing games on their smartphones. In 2014, games accounted for an enormous 85 of the 700 highest grossing apps on the App Store and Google Play. Due to the a rise in the sales of smartphone and tables all across the world, the global market for mobile gaming is expected to reach $ 52.6 billion by 2020, which will eventually change media consumption habits on cell phones, and the subsequent growth in smartphone gaming users worldwide.

Mobiles have transformed digital video watching to a surprising extent. YouTube alone has billions of views and out of these, 50% views are consumed from a mobile device. The number of hours people spent watching videos on mobile is up 100 per cent and consequently YouTube's mobile revenue is up 2 folds year on year.

Netflix widely went with an iPad app first, not a smartphone app. Today, a reported 23 per cent of all Netflix subscribers say they have watched on smartphones, and 15 per cent have done so on iPads.

Amazon has about 16.7 million Prime subscribers that get unlimited video streaming on Kindle devices and via Amazon's mobile apps.

The pay and broadcast TV industries, music labels, Hollywood studios, big tech companies, and major advertisers all have to keep a close eye on this trend.

Social Networking
Facebook is the most used app, in both audience size and share of time spent among each demographic segment. There are almost 1.39 billion monthly active users while 894 million users access Facebook daily on mobile.

Social Networking, Games and Radio contribute to nearly half the total time spent on apps, indicating mobile usage is heavily centered around entertainment and communication.

In a month, approx 250 million active mobile users contributed 86 per cent of twitter revenue. 90 per cent of the videos being shared on twitter are being viewed on mobile device.

75 per cent of Pinterest Usage Takes Place on Mobile Devices. Instagram has over 300 million active users sharing over 30 billion photos.

According to a study, 45 per cent of email open occurred on mobile, 36 per cent on the desktop and 19% in a webmail client. Moreover, 74% of smartphone owners use their devices to check emails, and Gmail Apps alone have more than 100 Million downloads. (Source: Gartner).

What Lead to these revolutionary changes?
Extremely advanced technology, robust hardware accompanied by the very low price of smart phones has resulted in tremendous popularity of mobile devices. In late 2014, the average price of Android mobile phones in the global market dropped to nearly $255. Mobile phones with multi-core CPU, 3G connectivity and GPS can be bought in India within the pocket-friendly price rate, even without Telco subsidization. Moreover, the launch of iPhones and iPad models nearly twice per year pushed the prices of secondhand and older models to the affordable levels as well. Therefore, app developers now need to create apps that are not only more feature rich, perform better, and offer a better user experience compared to just a few years ago.

Internet Connectivity
The second pioneering change is that recently over 100 million people access internet over mobile phones, which is 52 percent of the world as of January 2016, making India world's largest online user country. The entrance of a large number of private internet service providers in the Indian broadband market has allowed people to enjoy low cost internet connectivity on their handsets, either through taking advantage of buckets of data services on demand, by using low-cost monthly unlimited usage plans, or simply connecting to free Wi-Fi hotspots that have now become mainstream in public spaces.

Cloud Infrastructure
The third and most vital of these changes is the commoditisation of the cloud, which is gaining stream in India. Also, it is expected that the number of cloud computing subscribers in India is expected to grow rapidly in the next five years. Cloud computing relates to services that are available through an Internet connection and usually on a subscription basis.

Where Will This Revolution Lead To?
" Advertisers will now be focused on more on mobile rather than desktops or any other electronic medium
" Video streams, video calls, doodles, files, online social games, music, shopping, microblogging, and movies will continue to enjoy the top position
" The app as a collection facility for personal data because of which more of customized ads and higher conversion than ever
" Media web services will Increase as we see the number of news and media content downloaded through the internet and portable devices are increasing

App developers will need to incorporate new technologies to create better applications that will fulfill the demands of a tech savvy generation.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Tags assigned to this article:
multimedia connectivity smartphone apps social media

Govind Bansal

The author is co-founder of Aqua Mobiles

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