Mobile Customer Insights

Category Usage trends

Dec 2016
Indians use their phones throughout the
day and monitor various activities.
It is evident that smartphone usage has
disrupted many common daily activities,
and this is here to stay. With e-commerce
and mobile commerce on the rise,
consumers are becoming extremely data
hungry.
SANTOSH ANOO
Sr. Director - Deloitte Touche
 For most smartphone owners in India,
checking their phones is one of the
first and last things they do in a day
Every 2 out of 5 owners check their phones
within 15 mins of waking up
More than half check within 5 minutes.
This ritual is repeated at the end of the day

52% check their phones within 5 mins.

before going to sleep every night.
Frequency of checking Smartphones
11~25
TIMES / DAY
28%
26~50 22%
TIMES / DAY

51~100
TIMES / DAY
17%
During mornings, IM and social networks,
are the first ones to check on phones.
followed by emails and SMS
IM & VoIP took over Voice & SMS
Rate of using voice calls and SMS however dropped
+20% over the last few years, while IM & VoIP
penetration grew by +10% & +22%
 Mobile Video
- the growing national pastime
Smartphone is the new TV

Indians spend 191 mins / day on smartphones,

compared to 128 mins watching TVs.
 How often mobile video is consumed?

Users are now As a result, users are

sharing more increasingly viewing short
media and videos snippets of video content
over chat. or micro-videos.
 Wheres mobile video content
watched often?

With increased access to mobile Users are now consuming mobile

broadband, consumers are viewing videos in new situations, for example
videos on-the-go more often and in while commuting, shopping or
more places than before having dinner.
However, Video Download
Frustrations are very
common

Broadband smartphone users

abort their downloads due to
lengthy delays
 Prefer streaming
over download, but

videos buffer or stall

 Learnings for LG Marketing
Get an entry into the App ecosystem
Introduce Streaming Apps in iOS and Android, which would replicate LGs Experiences on
the Mobile Phone, as well as play content people love.

Secure a position within the content umbrella

Collaborate with either Streaming Networks (e.g. Hotstar) or Hardware (e.g. Chromcast)

Get into the broadband networks space

Collaborate with a service provider to have a single voice on uninterrupted streaming

Work towards creating LG hardware & content ecosystem.

Provide seamless experiences thru Mobile, FPDs and tablets.
 THANK YOU

Disclaimer: This document is a compilation of syndicated industry research reports available from various organizations worldwide. The author of this deck
opined some of these trends could be capitalized upon in India, by first understanding the trends, and then exploring possibilities of applying them in the
Indian context. For more information, contact: shantanu@hsadindia.com; shantanu.seng@gmail.com