India continues to be the top advertising country for BuzzCity (pdf) with 22.09 billion ad views in Q1-FY16, down 7% from the previous quarter. However, the CPC for the country continues to remain below the average of 1.4 cent at 1.3 cents.
The CPC gap has narrowed in recent times, as of 30 September 2013, India had a CPC of only 1 cent compared to the average of 1.5 cents across the network. Note that while countries like Pakistan still lag when it comes to average CPC, many other South Asian and African countries fare better, with Malaysia at 2 cents, Nigeria at 1.7 cents, South Africa at 3.6 cents and Indonesia at 1.4 cents. All these countries are listed as ‘Mobile Hotspots’ by BuzzCity, countries that it predicts will likely display a lot of growth on mobile.
Smartphones on the rise: According to the report, 64% of the devices displaying BuzzCity ads across the world are smartphones. The platform claims that in at least 141 countries where it services ads, over 50% of the users were mobile users with smartphones. Feature phones accounted for 28% of the traffic, with desktop and tablets accounting for 5% and 3% respectively.
Top handset makers: In India, as far as manufacturers are concerned, Nokia continues to lead with a 32% market share, followed by Samsung at 26% and Micromax at 10%. HTC and Apple accounted for 1% of the traffic each, with other manufacturers accounting for the rest 26%. Interestingly, Nokia’s market share has dipped significantly from 44% in April last year, while Samsung and Micromax benefited marginally from 24% and 5% respectively.
Android leads the roost: Android smartphones accounted for 46% of the Indian market share, with Nokia S40 now down to second at 22%. Symbian, Samsung, Windows and MAUI OS accounted for the rest of the mobiles with 5%, 4%, 3% & 1% share respectively.
Type of content: Glamour and dating was the most popular channel with 61% views followed by portals with 23% views. General content accounted for 11% of the views, while entertainment and lifestyle channel received 4% of views. Community related channels received only 1% views.
User demographic: 80% of the users from India were male, with only 20% female users. Most of the users (31%) were in the 20-24 age group, while 22% of the users were between 25 and 29. Kids below 19 accounted for 17% of the traffic, adults between 30 and 34 accounted for 15% of the traffic and users 35 and above accounted for 16% of the traffic.
Image source: Flickr user James Cridland