Mobile Internet Ecosystem-Where fingers do the walking!

Evolution of Mobile Phone Industry In India

Internet Users In India

Source : KPMG-FICCI M&E Industry report 2014-2015

2013 2014 2015 2016 2017

India has the third-largest Internet user base in the world, with more than 350+ million

internet users, of which more than 50% are mobile-only Internet users

(In million)

Mobile Internet Users In India

(In million)

2013 2014 2015 2016 2017

60% of internet users in India access the internet via their mobile phones now.

The number is expected to reach 315 million by 2017

Source : KPMG-FICCI M&E Industry report 2015

Youth Dominated

15-24 25-34 35-44 45-54 55+

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Mobile Internet Usage In India

Source: Statista 2016

In 2015, 34.1 percent of mobile phone users accessed the internet from

their mobile phone. This figure is expected to grow to 47.4 percent in 2019

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

2014 2015 2016 2017 2018 2019

30.1%

34.1%

38.1%41.0%

44.1%47.4%

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Year

How has mobile consumption changed

Source: google

Indian smartphone users are increasingly adopting navigation, financial services and even shopping

0% 10% 20% 30% 40% 50% 60%

Watch catch up TV

Use Instant messaging services such as Whatsapp

Download / Stream Music Over the Internet

Online Shopping

Watch Video Clips on sites like Youtube

Online Banking

Download Apps for Free

Browse websites for Personal Use

Visit Social Networking Sites

Read or Send emails

14%

20%

24%

34%

35%

38%

39%

42%

52%

60%

Share Of Respondents

Source: google

Mobile Search- An

Everyday affair

Source: google

Mobile Search- An

Everyday affair

Source: google

Better Conversions: Result of Local Searches

Consumers are using their mobiles to perform targeted, intention specific local searches, that convert

much better than other platforms. So a mobile user searching for restaurants, is more likely to look for

one nearby and call for a reservation, or walk into the restaurant, than someone searching on desktop

Source: google

94% o f s m a r t p h o n e u s e r s s e a r c h f o r l o c a t i o n i n f o

51% v i s i t e d a s t o r e

48% c a l l e d a s t o r e

29% m a d e a p u r c h a s e i n s t o r e

80%O f m o b i l e s e a r c h t r i g g e r e d s t o r e v i s i t s

h a p p e n w i t h i n 5 h o u r s o f i n i t i a l s e a r c h

85% O f m o b i l e s e a r c h t r i g g e r e d c a l l s t o s t o r e s

h a p p e n w i t h i n 5 h o u r s o f i n i t i a l s e a r c h

Consumers shift to Mobile- Brands to leverage the shift

All those who downloaded a mobile app reported at least one benefit of using apps. The most common

benefit reported by 53 per cent of apps users was the ease with which they could use online services

via their mobile phone, such as online banking and shopping. Forty-seven per cent said apps gave

them immediate access to the services they required

Source: google

Reason Mobile matters

Users expect their mobile experience to be as good as their desktop experience

Source: google

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