- 尼尔森智能手机特征洞察强调了印度入门级、中级和高级智能手机用户的使用行为
- 尽管有价格经济的智能手机，但智能手机的平均价格仍在稳步上升
- 使用高端手机的女性比例高于男性
- 印度人现在每天消耗 1GB 的数据，而以前每月消耗 4GB 的数据
- 智能手机总使用时间的 50%用于聊天、视频流、浏览器、社交网络和图像应用程序
Mumbai, 26th September 2018 – Nielsen India today unveiled its featured insight titled “What Handsets Say about Consumers” – exploring the relationship between the price band, consumer profile and usage differences among smartphone users in India. The insight is based on analysis of the On-Device Measurement (ODM) data by dividing smartphones (excluding super premium models), into three major price categories. The categories are Entry Level Handsets (priced
由于手机价格实惠、数据普及率低，印度已跻身全球最受欢迎的智能手机市场之列--这引发了年轻有为的各细分市场客户的巨大替换需求。尽管有价格经济的智能手机，但智能手机的平均价格仍在上涨。印度智能手机用户的使用习惯突出表明，各细分市场（入门级、中级和高级）的用户每天花在网上活动上的时间超过 90 分钟，而高级细分市场的用户每天花在网上活动上的时间则高达 130 分钟。就应用程序的使用类别而言，聊天和网络电话应用程序在各细分用户群中占主导地位，其次是浏览器应用程序。有趣的是，在数据消费方面，uTorrent Beta 应用程序在所有类别中都占主导地位，其次是 YouTube。
Commenting on the report, Abhijit Matkar, Director -Technology IPG – Nielsen India, said, “The advent of high-speed 4G internet, less-expensive mobile handsets and a correction in call data charges have encouraged the speedy adoption of smartphones. To meet the demand of the mass market, new Chinese and Indian handset makers have launched affordable handsets, which are under INR 5,000. This sudden influx of affordable smartphones created a whole segment of new consumers who either upgraded from feature phones or were new mobile users altogether.”
"Abhijit补充说："手机和数据的价格正在成为监测不断扩大的用户群及其智能手机使用情况的一个重要替代指标，从而促进业务和营销战略，提高投资回报率（ROI）。
该专题报告还试图明确未来的发展方向，即新类别的用户，如学龄儿童、老人和家庭主妇，正在进入这一细分市场。报告指出，越来越多的购买者来自三、四、五线城市和农村地区。因此，全新的市场正在出现，他们有着不同的需求和期望。满足这种新需求的战略也需要改变。
主要发现
Average smartphone price: Despite the availability of economically priced smartphones, average smartphone prices are still increasing. In fact, the average cost has steadily risen from about INR 7,700 in 2015 to about INR 10,000 in 2017.
Correlation between the amount of time people use their handsets: There is a strong correlation between the amount of time people use their handsets and the evolution of the usage. Half of India’s entry-level users are between 15 and 24 years old, mostly students, and can be assumed to be data-hungry, though less affluent than premium handset owners. Among premium handset users, 60% are over 24 years old, primarily working professionals or self-employed. These users are usually affluent and data-hungry.
Data Consumption: The appetite for data consumption has risen over the last 15 to 18 months. Today’s users in India, are consuming 1GB of data a day on their smartphones; a huge leap from the erstwhile average of 4GB a month.
Time spent on smartphone: Chat, video-streaming, browsers, social networking and image apps are the most engaging and account for more than 50% of the total time spent on smartphones.
App engagement: The highest engagement occurs on apps that consume a lot of data, like Facebook, WhatsApp Messenger, Instagram and Google Chrome on the Smartphones priced over INR 15,000.
Gap between users of the premium segment versus entry-level users: The gap between users of the premium segment versus entry-level users is as high as ~60 minutes on overall time spent per day.
Full report can be accessed here.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com
联系方式
Ashish Agarwal: ashish.agarwal@nielsen.com, Mobile- +91 9833013451
