尼尔森和 Informate Mobile Intelligence 新近结成的战略联盟发现，印度日益增长的智能手机用户现在花在娱乐和互联网内容上的时间比花在语音通话和短信上的时间更多。
该联盟旨在为营销人员和电信行业利用移动洞察和分析的力量，将尼尔森的消费者和营销专业知识与 Informate 的技术和领域专业知识结合起来。
尼尔森信息移动洞察联盟（Nielsen Informate Mobile Insights）在对这一新兴市场的最新研究中显示，智能手机用户平均每天使用手机的时间为 2.5 小时，其中 72% 的时间用于游戏、娱乐、应用程序和互联网相关内容等活动。只有 28% 的时间用于语音通话和短信。
“India’s rapidly growing mobile user base presents marketers and businesses with an opportunity to improve the precision with which they reach out to the new Indian consumer. Today, younger Indians for instance, prefer texting and chat over voice communications and understanding this behavior better can define data consumption and customer acquisition strategies for operators and handset providers” said Farshad Family, MD – Media, Nielsen India.
“On-device metering is a pioneering technology that will for the first time give advertisers, content developers and telecom players an insight into how the mobile consumer is evolving. For instance, we now know that 3G users consume significantly more data than 2G users and that Android users download and consume a greater volume of apps. These analytics combined with Nielsen’s expertise in consumer understanding will offer marketers an unmatched view of a powerful new medium” said Kedar Sohoni, President, Informate Mobile Intelligence.
尼尔森 Informate 移动洞察的主要发现
- 印度智能手机用户每天使用手机的时间超过 2.5 小时，其中通信（通话、短信、电子邮件）仅占 28%。
- Younger Smartphone users (15-25 yr olds) spend more than 3 hrs per day on their phones and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and multimedia
- 68% 的 15-24 岁青少年上个月使用过聊天应用程序，而 31 岁以上青少年的这一比例仅为 42%；以及
- 3G 用户的数据使用量比 2G 用户高出近 44
- 安卓用户一个月平均安装 19 个应用程序，而塞班用户一个月平均安装 10 个应用程序
- 84%的安卓用户在上个月玩过游戏，而塞班用户的这一比例为 59
关于尼尔森
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information,please visit www.nielsen.com
关于 Informate
Informate Mobile Intelligence, an innovative and valuable service provider in the telecom industry, is India’s premier provider of information based on actual mobile usage with the help of its on-device metering technology installed on panelists’ handsets. Informate provides vital insights to telecom operators, handset manufacturers, VAS application developers and advertisers. www.informatemi.com
