Marketers Need Smart Data To Target Indian Mobile User

The Indian smartphone user base, 63% of whom are under the age of 25, is expanding rapidly, growing at a 26% CAGR from 2013 to 2017. Those smartphone users spend an average of 169 minutes on their devices per day.

Marketing within that demographic, however, is slightly more complex than it may seem on the surface, says Mumbai-based mobile marketing platform startup Vserv, which released the Smartphone User Persona Report (SUPR) 2015 today.

“It is imperative for marketers to move beyond demographic data and embrace smart data based targeting to stay ahead in the game. Marketers need to formulate their strategies focused on user personas and their intent,” said Vserv’s associate vice president for global marketing, Pranab Punj.

Based on a study conducted by Nielsen Informate Mobile Insights, SUPR creates personas for different segments of Indian smartphone users and describes their usage patterns. Each persona outlined by the report represents a certain percentage of the smartphone user base.



For example, App Junkies, who download and install more apps and games than anyone else, represent 24% of the user base.

Other personas include Social Stars (20%) who spend over two hours a day on messaging and social media apps, Conversationalists (16%) who use their smartphones for making calls and little else, Entertainment Buffs (15%) who consume music, video and Internet at a high rate, Utilitarians (15%) whose apps must serve a purpose beyond entertainment, and Dabblers (10%) who rarely use apps or the Internet.

The report is based on data collected from 12,000 smartphone users in India over a three-month period.

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