I have probably used every phrase in the dictionary to describe Indian Mobile growth over past few years. Over 15 Million new mobile users join the telecom bandwagon every month. There is every possibility that India may reach the 1 Billion Telecom user mark by end of this year itself. With it, Mobile advertising is also seeing quite a surge – Record number of Mobile ads are served month on month.
According to recent report released by Buzzcity, a leading mobile ad network, a total of 5.8 billion ads were served in India in first quarter of 2011 on their network. India reached its highest levels of traffic to date in March, with 2.4 billion ads served to 49.79 million unique users.
Total Mobile Ad impressions served
Interestingly, even with such high advertiser participation, the ECPM bid rates still are relatively low at USD 0.03, which is a bargain!
Rural Mobile Advertising Traction
Rural India seems to be now matching Urban India when it comes to Mobile advertising growth – Large concentrations of users are forming in Uttar Pradesh (7%), Kerala (6%) and Punjab (5%) with growth also remaining strong in rural areas. The demand for mobile entertainment is expected to continue growing as more users in rural India turn to the mobile internet.
Mobile Advertising Demographics
52 % of all users accessing mobile internet are between age 20- 24 years, of while 23% are between ages 25 – 29. This clearly shows than Gen Y uses Mobile internet & application much higher than any other demographics. And this crowd is male dominated with over 84% usage by them alone !
Top Mobile Handset Brands used in India
There are no surprises here – Nokia leads with more than half of all the traffic coming from their handsets. The surprising aspect is Samsung garnering more than 18% share which is significant, given the fact that likes of Micromax, Zen, Karbonn and other Indian brands are seeing significant traction in the market.
Mobile Consumer Channels
User activity on mobiles was centered on the cricket world cup in the first quarter; advertisers and developers took advantage of this and launched cricket-themed applications, games and marketing campaigns. Thus, Entertainment & Lifestyle (33%) channel attracted maximum traffic followed by general Mobile content (30%). Community services like chatting, messaging saw 21% market share.