BuzzCity Serves 18.4 Billion Ads In India At A Paltry CPC of 1 Cent


naspers-buzzcity-logo-29aug08India continues to be top advertising country for BuzzCity with 18.4 billion ad views in Q3-FY14, but is still at the bottom of the table when it comes to CPC rate.

At the end of September 2013, CPCs averaged 1.5 cents across the network, however it was only 1 cent in India despite a 3% increase in ads served. To put things in perspective, all markets except India, Pakistan, Tanzania and Costa Rica have a higher CPC. The situation is not very different for Indonesia either, despite serving 9.4 billion banners served in the quarter, as it made only 1.1 cents CPC. Meanwhile, South Africa and UK have CPC of 5.4 cents despite having around the same amount of smartphone penetration (30%) as India.

Overall, 69 billion ad banners were served across the entire network, a 6% growth against the last quarter. BuzzCity expects growth of mobile internet usage in the coming months. According to them it will be driven by low cost smartphones ($50–150), improved infrastructure and increased coverage.

Handset
Nokia (39%), Samsung (33%) and various White Box phones (18%) continue to be the most used handsets in India. By September 2013, 30% of surfers in India accessed the Internet with smartphones. This growth is expected as more sub $100 White Box android-powered smartphones are marketed.

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Mobile banking
It also conducted a study to understand consumers and their mobile habits. They found that among working adults 26% have used their cellphones for some form of financial or banking transactions. Among working adults who are already “mBanking” balance enquiries (30%), cash withdrawals1 (28%), and bank transfers (26%) are the most used mobile banking features. Non-banking financial features that are important to the consumer include Airtime Top-Ups (21%), Salary Disbursements (13%) and Paying for Goods (12%).

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It is also interesting to note mobile payments is now inching closer to debit and credit cards as the payment mode. Cards are being used for 21% of the transactions by those who were part of the survey, while 16% transactions are now being made using mobile payments. Cheques meanwhile was being used only by 7% of those surveyed.