Smartphone users, on average, spend 169 minutes each day on their devices, according to Smartphone User Persona Report (SUPR) for 2015, released by Vserv, a smart data platform for mobile marketing and commerce. Based on a study by Nielsen Informate Mobile Insights, the study segments users into different user ‘personas’ as per their usage patterns. Full report can be viewed here.
Six major smartphone user personas identified by the report are App Junkies, Social Stars, Conversationalists, Entertainment Buffs, Utilitarians and Dabblers.
The report puts 24 percent of Indian smartphone users as App Junkies, with each of them spending an average of 160 minutes on their devices a day. App Junkies do the highest number of app and game downloads and installs each month, at 18.5.
Social Stars make for 20 percent of India’s smartphone user base, spending over two hours a day on social networking and chat apps. Typically female, these users are single and between 18 and 24 years old. When compared to App Junkies, the Social Stars spend considerably more time on their devices each day, 263 minutes, on average but they download far fewer apps each month, at just 4.7.
Pranab Punj, associate vice president of global marketing at Vserv, stated:
“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. This report based on a study conducted by Nielsen Informate Mobile Insights provides pertinent insights on Indian smartphone users.”
The report is based on data usage from over 12,000 smartphone users in India over a period of three months. View the infographic below to know about other user personas.
Indian Smartphone Users Spend 169 Minutes a Day on Their Device!,