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IPL 2022 Impact
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Phonepe surpasses Paytm as the user's choice according to most of the metrics. Most of the advertising brands of IPL 2022 improved their performance and sustained the growth post IPL as well.
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IPL 2022 Impact
- Anoop Nautiyal 2/9/2022 IPL 2022 Impact Post Advertising Evaluation Duration of Study Pre IPL: 24 Feb to 25 Mar 2022 During IPL: 30 Apr to 29 May 2022 Post IPL: 30 May to 30 June 2022 Powered By Private & Confidential
- Penetration % of users using the application, out of the total Indian internet smartphone population in the given timeframe 1.21% 7.2% 15.16% 53.14% 37.98% 9.37% 41.32% 8.85% 1.08% 6.84% 14.15% 52.04% 37.4% 8.94% 40.77% 9.75% 0.02% 6.08% 12.47% 51.38% 37.66% 8.76% 39.53% 6.34% Pre IPL During IPL Post IPL Powered By Private & Confidential
- Open Rate % of installed users who opened the application at least once in the given timeframe 58.83% 44.99% 43.06% 72.05% 58.29% 52.47% 65.07% 52% 67.51% 46.34% 43.86% 72.2% 58.23% 52.41% 65.86% 66.82% 58.6% 43.06% 42.52% 70.38% 56% 47.75% 67.6% 50.84% Pre IPL During IPL Post IPL Powered By Private & Confidential
- Average Session Per User 12.71% 18.18% 0% 22.64% 13.79% 3.45% 9.09% -66.67% % change in average number of sessions pre to post IPL Average number of times the app is opened in the given timeframe. Powered By Private & Confidential
- Average Session Time Per User (min) Average duration of sessions in the given timeframe 22.89% 30.77% 1.64% 28.26% 12.9% 12.2% 4.17% -72% % change in average duration of sessions pre to post IPL Powered By Private & Confidential
- 79.43% 37.4% 34.22% 32.8% 29.5% 56.13% 52.13% 8,348.1% Total Installs Total number of users with the application installed in their device % change in total application installs pre to post IPL Powered By Private & Confidential
- 30.3% 110.84% 4.72% 52.24% 53.03% 70.4% 80.4% 65.9% New Installs New users who installed the application in the given timeframe % change in new application installs pre to post IPL Powered By Private & Confidential
- 83.51% 50.95% 29.21% 35.94% 34.78% 58.14% 58.94% 8,381.84% Active Users Total users who were active on the application in the given timeframe % change in active users pre to post IPL Powered By Private & Confidential
- Fortnightly Churn % of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days 75.86% 53.49% 41.2% 22.75% 33.78% 48.7% 33.68% 36.47% 76.61% 52.98% 38.85% 21.96% 32.11% 41.01% 32.71% 29.53% 59.25% 57.74% 43.09% 26.14% 38.6% 48.27% 37.98% 34.12% Pre IPL During IPL Post IPL Powered By Private & Confidential
- Average Transacting Users (Monthly) % of transacting users out of total active users in the given timeframe 1.08% 2.35% 3.1% 47.54% 31.86% 8.01% 0.43% 4.57% 1.55% 2.26% 2.81% 45.95% 31.51% 6.57% 0.41% 7.39% 8.96% 2.53% 2.85% 45.5% 31.43% 5.5% 0.35% 4.42% Pre IPL During IPL Post IPL Powered By Private & Confidential
- Gender Gender distribution of users during IPL 12.75% 29.4% 29.81% 18.29% 15.88% 35.1% 33.79% 10.55% 87.25% 70.6% 70.19% 81.71% 84.12% 64.9% 66.21% 89.45% Male Female Powered By Private & Confidential
- Age Group Age range of the users during IPL 3.58% 1.98% 2.13% 1.37% 1.51% 1.82% 1.17% 0.57% 18.23% 12.31% 9.18% 8.26% 8.11% 10.42% 7.21% 6.3% 40.17% 40.43% 28.44% 36.79% 34.39% 41.11% 30.69% 37.48% 38.02% 45.28% 60.25% 53.59% 55.99% 46.65% 60.93% 55.64% 18-24 Yrs 25-35 Yrs 35-45 Yrs >45 Yrs Powered By Private & Confidential
- Users’ Active Time Bands Users active on di ff erent time bands in a day during IPL 3.25% 2.97% 6.23% 5.73% 4.57% 4.38% 3.76% 13.09% 34.45% 31.88% 29.22% 30.23% 29.78% 32.21% 29.68% 28.82% 33.42% 41.35% 34.2% 33.3% 34.72% 35.09% 35.29% 31.37% 28.87% 23.8% 30.35% 30.73% 30.94% 28.32% 31.27% 26.72% Morning (6 am - 11:59 am) Noon (12 pm - 5:59 pm) Night (6 pm - 11:59 pm) After Hours (12 am - 5:59 am) Powered By Private & Confidential
- Cross App Usage Users using one application in the given timeframe who are also using the other application in the same timeframe Competition comparison Pre IPL During IPL Post IPL 55.58% 57.52% 56.78% 10.22% 10.04% 8.89% Meesho users also using Myntra Myntra users also using Meesho Pre IPL During IPL Post IPL 42.81% 42.6% 41.11% 74.04% 73.5% 70.5% Paytm users also using PhonePe PhonePe users also using Paytm Powered By Private & Confidential
- Zomato vs. Swiggy A look at top two food delivery platforms Penetration 2.63% 1.12% Open Rate 7.3% 1.93% Total Installs 67.72% 52.13% New Installs 175.94% 80.4% Active Users 96.98% 58.94% Fortnightly Churn 4.52% -4.25% % change pre to post IPL While Swiggy was advertising, Zomato stayed away from TV advertising in IPL 2022 Powered By Private & Confidential
- www.bobble.ai For Business Queries: Anoop Nautiyal anoop@bobble.ai +91 8130824948
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