On a Mobile Shopping Journey, Browser is a Preferred Choice Over Mobile Apps

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Online apps today account for majority of the Smartphone usage globally. Whether it is Instant messaging, video, games, social media, shopping, banking – we have an app for each activity. As a result, there has been a decline in the usage of mobile websites. So have these apps replaced mobile web? Do users now prefer accessing apps than visiting sites?

Our ODM data across countries reveal that ‘Shopping’ is one category where the penetration for mobile sites is much higher than apps. As a recent report states, this could be due to the user’s preference for doing most of their pre-purchase research on mobile sites.

Furthermore, the data reveals that except for India, in all other markets, the penetration for ‘Shopping’ sites is higher than apps with the figures being much higher in the US.

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Will apps like Samsung Pay and Apple Pay uplift the usage of mobile payment segment?

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Samsung recently announced its mobile payment service named ‘Samsung Pay’, to be launched in the US coming September. According to Samsung, users will be able to use the service at almost all places where any credit or debit card is accepted, making it the biggest competitor of ‘Apple Pay’.

Keeping mobile payment as the theme, we decided to compare the penetration of mobile payment apps amongst our Android & iOS panelists from the US in our this week’s InfoFlash. Our ODM data reveals that as compared to June 2014, the category Reach on both the platforms has witnessed a major drop in June 2015. The decline in penetration figures is seen across demographics and is more prominent amongst iOS users.

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US leads in data usage, will other markets catch up soon?

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As consumers today are opting for smartphones with larger screens, there has been a surge in the device usage along with data consumption. With 4G enabled handsets available at an affordable cost, these figures are expected to grow further in the coming years. A recent report states that with the increase in the adoption of 4G enabled handsets & 4G services, data consumed on a smartphone is expected to grow by 55% a year in each of the next five years.

In our this week’s InfoFlash, we decided to compare the data consumption figures – both on mobile & WiFi across markets. Our on device measurement data reveals that users from the US are consuming highest amount of data on their device. Australia, Mexico & Brazil follow next while the figures are lowest in South Africa, Indonesia & India. Except for Indonesia, majority of the data consumed in other regions is through a WiFi network.

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US Smartphone users spend highest time on playing ‘Strategy’ based games

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In the era of 21st century, gaming constitutes a pivotal part of Smartphone engagement amongst users across demography. With the change in time, gaming has widened its presence from Consoles, Playstation, Xbox to game apps on Smartphone. Following the trend, many more mobile games are entering into the market along with growing numbers of game publishing companies. The underlying fact of rising popularity of games on smart devices may be attributed to the fact that, these can be played while on a move.

In one of our recent editions of InfoFlash, we had revealed that ‘games’ account for highest time spent on Smartphone amongst users from the US. This week, we are delving down deeper to understand which game genres are winning the hearts of these users. Our data reveals that, ‘Strategy’ games are attracting the highest amount of engagement, closely followed by ‘Action’ games. ‘Sports’ and ‘Racing’ games are the least engaging.

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