Will Instagram’s New App ‘Layout’ Be As Successful?

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Image apps have been around for some time and there are many getting added to the list every day. The latest addition to this list is ‘Layout’, recently launched by Instagram. Layout is a photo-sharing application for Instagram users to instantly build collages using their mobile photos that in turn can be shared on Instagram or Facebook.

Layout is currently an iOS application and the Android version is to be released sometime soon. Photo collage-making is already a popular activity amongst users, worldwide. And it would be interesting to watch if the new offering follows the same trajectory as that of Instagram. In today’s Infoflash edition, we look at the affinity and engagement of Android Smartphone users to Instagram across geographies. Barring India, in the other 5 markets Instagram has a reach of over 30% with Malaysia recording highest. Engagement on the app however is noticeably higher in the US compared to other markets. Moreover, in majority of the markets usage shows a clear female skew for this popular image app.

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Time spent on sports apps doubled during the quarter finals

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After the month long group stage, the quarter finals between the best 8 teams was always going to be a fascinating contest. In our last post, we revealed how this year’s Cricket World Cup has been thoroughly followed by cricket fans on their smartphones and the quarter finals were no different. Our latest data reveals that as compared to the group stage, the engagement on sports apps increased by more than 100% during the quarter finals. Of the 4 matches played, the ‘India vs. Bangladesh’ match was the most engaging – with time spent figures turning out to be higher than the ‘India vs. Pakistan’ & ‘India vs. South Africa’ matches. We expect the numbers to rise further during the semi-finals & final. Keep watching this space!

To get more details on our mobile insights, write to answers@informatemi.com

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International Smartphone Mobility Report – Jan. ’15

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Informate has tracked and compiled mobile metering data across 12 countries. Our findings reveal that US smartphone users makes or answers 6 phone calls per day, sends and receives 32 texts and spend 14 mins. on Chat/VOIP apps per day. . In stark contrast, the report found that smartphone users in nine of the 12 countries measured, spent the bulk of their time on chat/VOIP and the least amount texting.

To download the complete report click here

jan15report

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Will the engagement on sports apps further increase during the knockout stage?

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In our last post, we saw how cricket fans in India have been following the ICC Cricket World Cup’15 on their smartphones. Not only the India matches, but non India matches also managed to attain high traffic on smart devices. While our latest report presents the usage figures for sports apps during the group stage, it would be of great interest to know if the engagement on these apps further rises during the knockout stage. We should be back with the comparison figures in our next post. Till then, keep following this space for more interesting findings.

To get more details on our mobile insights, write to answers@informatemi.com

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6 out of 10 smartphone users in the US access ‘Shopping apps’

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The last couple of years have seen smartphones play a bigger role in our shopping than ever before. Users today may not complete the entire transaction but at least use these apps to research about the product. With the category usage on a rise and retailers investing so much in the mobile space, the day is not too far where smartphones will become our primary device for shopping.

A look at our this week’s InfoFlash reveals that ‘Shopping’ as a category has highest penetration and engagement amongst users from the US and India. Argentina and Philippines have the lowest Reach.

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Smartphone users glued to sports apps & sites during ICC Cricket World Cup

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The ongoing Cricket World Cup has been an advertising blitzkrieg with advertisers expected to spend Rs.1200-1500 crores on TV advertisements. But looking at the high level of engagement on mobile devices, we hope that a significant chunk of advertising is also getting diverted to smartphones this year. Not only are the India matches attracting eyeballs, even the non-India matches have seen high level of usage amongst cricket fans. Things are only going to get more interesting as we enter the knockout stage next week. Keep watching this space for more!

To get more details on our mobile insights, write to answers@informatemi.com

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Will Waze be as popular as Google Maps?

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At this year’s Mobile World Congress, technology giant Google announced the inclusion of Waze app in the list of apps that comprise Google Mobile Services; which means Waze now will come pre-installed on Android devices along with other popular apps like Hangouts, Google Maps etc. Both Waze app and Google Maps are popularly used for navigation purposes across various geographies, and with this declaration from their parent company, it would be interesting to see how these properties engage users with them. Only time will tell, if they pose as competitors to each other or offer an enhanced user experience together?

In this week’s edition of InfoFlash, we decided to peep into usage of these two apps across our Android panelists worldwide. While Google Maps enjoys topmost slot garnering maximum reach across all markets, Waze app follows the suit with highest usage reach recorded in Malaysia followed by Brazil.

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International Women’s day special – Smartphone usage among females

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The world celebrated International Women’s Day yesterday. Over the years, women have proved that they are at par, if not ahead, of men. To honour their greatness and acknowledge their power, across the globe people celebrate womanhood on this day.

Keeping this as the theme, we at Informate Mobile Intelligence, decided to analyze how women use their smartphones and how the usage has changed over the years.

Our findings reveal that engagement on Smartphones is highest among female smartphone users in US (4.7 hours per day) which is around 2X higher than the time spent by females in India (2.5 hours). Females in other APAC countries like Thailand (3.6 hours), Malaysia (3.3 hours) and Philippines (2.8 hours) spend higher time on their devices as compared to Indian users while those in LATAM markets viz, Brazil, Argentina and Mexico spend close to 2 hours.

Popularity of Mobile Payment apps among female smartphone users is similar in India and US while that of Mobile coupons is 3X higher in US than that in India. Shopping apps also have higher penetration in US compared to India. Brazil showed low penetration across all three categories. Shopping as a category has grown tremendously in India in the last one year. From a penetration of 7% in Jan. ’14, it has increased to a whopping 40% in Jan. ’15. Reach of Mobile payments genre has also doubled in the last year.

Chat/VOIP apps are taking over the traditional SMSes and this can be clearly seen from the engagement on these genres. Time spent on Chat/VOIP has increased more than 2X times in the last 3 years while that on Messaging has decreased considerably.

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eBook apps most popular in the US!

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Among the many things that users can do on their Smartphones, book-reading has become easier thanks to eBook apps. The demand for eBooks is increasing day by day. Earlier this year, Scribd raised 22 million in funding to increase its eBook subscription service. Overall download of eBooks is expected to bring in $ 4.25 billion in 2015. With so much happening in this space, we decided to check what is the penetration of eBook apps across countries and which are the most popular apps.

Our ODM data reveals that every 3 out of 10 users in the US access eBook apps on their smartphones. Google Play Books was in the list of top 3 eBook apps across countries.

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Users aged 35+ most engaged on sports apps during India matches

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In India, cricket has no boundaries attached as far as its popularity is concerned. Indians literally follow the ‘Eat, Sleep, Drink Cricket’ mantra and the ongoing ICC Cricket World Cup’15 is no exception where the event is followed by users of all ages.

Our previous report presented how sports app usage increased enormously post the commencement of CWC’15. A glance at our latest data reveals that though sports apps were more popular amongst youth, engagement remained highest amongst users aged 35+ on the day when India played their matches.

To get more details on our mobile insights, write to answers@informatemi.com

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