Mobile marketing platform, Vserv has released a Smartphone User Persona Report 2015 in collaboration with Nielsen. The company’s press release claims that the study was conducted using smartphone metering technology installed by opt-in panelists on 12,000 smartphones over a period of three months to generate an automated age report.
According to the report, the sample group of this study spend 169 minutes per day on their devices. The report also claims that 63% of smartphone users (7,560 out 12,000 users) are under 25 years of age.
Categorisation of smartphone users
The report claims that the categorisation is based on a two-step cluster analysis, with 22 actual smartphone usage parameters as input variables. The report has categorised smartphone users into six categories namely app junkie, social stars, conversationalist, entertainment buffs, utilitarians and dabblers.
The report defines app junkie as a user persona with the highest number of app and game downloads and installs in a month. 2,880 out of 12,000 users (24%) have been classified as app junkies. This category is supposed be male, under 18 years of age using high end devices from the metros.
Social stars has been defined by the report as a user persona spending over 2 hours a day on social networking and chat apps. 2,400 (20%) out 12,000 users have been categorised as social stars. This category is supposed to be single women between 18-24 years of age, using high end devices, from the metros in India. According to the report, this category of users spend the maximum amount of time on their smartphones – 263 minutes per day.
Conversationalist is supposed to be a user persona using their smartphones primarily to make calls. This category is supposed to be married women over 25 years of age from the mini metros using low end devices. 1,920 (16%) out of the sampling group of 12,000 users have been categorised as conversationalists.
While the report defines utilitarians as a user persona using their smartphone for utility along with apps for voice calls and messaging, dabblers are defined as a user persona using their smartphones infrequently and seldom accessing apps and sites. While 1,800 (15%) were classified as utilitarians, 1,200 (10%) of the users under study were classified as dabblers. Further, the report classifies utilitarians as married men over 25 years of age from the metros using mid and high end devices, while dabblers are users (mostly women) over 36 years of age and less than 18 from the metros using low end devices.
The report defines entertainment buffs as a user persona using smartphones to play games, watch videos, listening to music and browsing. This category of users are supposed to be men, upto 24 years of age from mini and lower metros. 1,800 (15%) users are classified under this category.
Although the numbers seem a bit too extrapolated to account for the entire nation, the apps used by each category of users is worth noting. The report claims that app junkies predominantly use Google Play, 9Apps and PayTM while social stars predominantly use WhatsApp, Facebook and Hike. While conversationalists are supposed to frequently use phone, whatsapp and gmail, entertainment buffs use mix player, YouTube and Gaana. Utilitarians frequently use Viber, HDFC app and News Hunt while dabblers only use native phone, media player and browser. It is worth noting that this category is supposed to use SMS utility the most. All categories except the entertainment buffs spend maximum time in a day socialising using their smartphones.
In May 2015, Vserv had launched a new commerce solution for telecom and DTH operators where users can now buy data, voice and segmented channel packs through advertisements and complete transactions for the services. Earlier in April 2015, the company had integrated Outfit7’s Android games monetization and user engagement platform Bee7 to its app monetization solution VMAX, to offer mobile game developers in the Indian and Southeast Asian markets better monetization options.