Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in India.

2. 2015c
Smartphone user base
in India (Millions)
India’s Smartphone Growth Story
2013
Source: eMarketer
CAGR (2013-17)
26%
74
116
160
195
234
2014 2015 2016 2017

3. Young Smartphone User Base
59%
20% 7% 4% 6%
4%
<18 Yrs 18-24
25-30 31-35 36-40 40+Yrs
Marketers need to think beyond just demographics and consider
smartphone user profiling based on interactions with their devices.
Age-group wise break-up (%)
2015c Smartphone User Segmentation conducted for Vserv
63%of smartphone users are
under 25 Years

4. Smartphone user base composition: Share (%)
Mapping Smartphone User Persona
15%
16%24%
10%15%
20%
APP JUNKIES
Highest number of app and game
downloads and installs in a month.
UTILITARIANS
Utility-driven app usage, along with
apps for voice calls and messaging.
DABBLERS
Use smartphones infrequently,
seldom access apps and sites.
CONVERSATIONALISTS
Use smartphones primarily for
making calls, very low app usage.
ENTERTAINMENT BUFFS
Biggest consumers of games, videos,
music and internet on smartphones
SOCIAL STARS
Spend over 2 hours a day using
social networking and chat apps.
2015c Smartphone User Segmentation conducted for Vserv
?

5. Smartphone users in India, on an average, spend
169 mins per day on their device.
However, usage pattern varies across smartphone
user personas.
160
263
84
211 4.8 2.9
6.718.5
4.7
2.6
178 5.1 2.6
2.7
1.4
76 3.4 1.5
Time Spent
Mins/Day
Apps/Games
Installed/Month
Total Data
Consumption
GB/Month
App Junkies
Dabblers
Utilitarians
Entertainment Buffs
Conversationalists
Social Stars
2015c Smartphone User Segmentation conducted for Vserv

6. Social networking and Chat/IM genres witnessed a single app dominating
its respective category across all 6 smartphone user personas. However,
smartphone activities like mobile music streaming and shopping
(E-tailing) have multiple apps competing for the top spot.
Reach (%) 32.5
11.2
Time spent by
users (mins/day)
Mobile Gaming
16.8
8.8
4.9
28.7
Reach (%) 13.4
0.5
Time spent by
users (mins/day)
Music Streaming
8.1
0.3
6.6
0.7
Reach (%) 33.9
1.4
Time spent by
users (mins/day)
Shopping (E-tailing)
20.0
1.1
17.8
0.6
2015c Smartphone User Segmentation conducted for Vserv

7. Frequently Used Apps
Google Play PayTM9Apps
Over-Indexing Profile
< 18 yrs
Male
Students
Metros
3G connection
High end devices 15K+
Mins/Day4Mins/Day
160 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
1.1 GB 5.6 GB
Apps Games
16.4 2.1
42 Mins
Time spent on
app store per day
62
Offline
activities
64
Online
apps
16
Calls &
messages
18
Browsing
APP JUNKIES
This user persona sees the highest number of
app and game downloads and installs in a month.
Share in the smartphone user base
24%
(Mobile Prime-Time)
Between 8pm-12pm
2015c Smartphone User Segmentation conducted for Vserv

8. 25%
3%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
3.0
2.4
2.0
1.0
20.2
4.4
2.5
1.6
23%
Entertainment
7.9
2.3
4.1
1.4
19%
Seeking Info
Time spent
by users
(mins per day)
Search
Sports Apps
App Store
News
30%
Utility
2.6
1.8
0.6
1.3
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
31.7
8.9
1.3
Games
Image Apps
Video
Music Apps
Share of Time Spent Per Day (%)
2015c Smartphone User Segmentation conducted for Vserv

9. Frequently Used Apps
WhatsApp Facebook Hike
Over-Indexing Profile
18-24 yrs
Female
Single
Well Educated
Metro, Mini Metros
High end devices 15K+
SEC A
Mins/Day121Mins/Day
263=
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
0.7 GB 2.0 GB
Apps Games
4.2 0.5
(Mobile Prime-Time)
Between 8pm-12pm
70 Mins
On Chat & Social
Networking Apps
72
Offline
activities
150
Online
apps
23
Calls &
messages
18
Browsing
SOCIAL STARS
This user persona spends over 2 hours a day
catching up with the world on social networking
and chat apps.
20%
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base

10. 46%
1%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
2.9
4.1
1.1
1.1
17.5
9.7
2.9
2.5
17%
Entertainment
15.6
2.1
2.0
1.0
13%
Seeking Info
Time spent
by users
(mins per day)
Search
Sport Apps
App Store
News
23%
Utility
3.8
1.7
0.7
2.3
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
106.8
16.4
9.6
Games
Image Apps
Video
Music Apps
2015c Smartphone User Segmentation conducted for Vserv

11. Frequently Used Apps
Phone WhatsApp Gmail
Over-Indexing Profile
25+ yrs
Female
Married
Mini Metros
Low end devices <10K
SEC B,C,D
60%
Mins/Day
84 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
0.5 GB 0.9 GB
Apps Games
2.3 0.3
22 Mins
Share of
outgoing calls
30
Offline
activities
33
Online
apps
14
Calls &
messages
7
Browsing
16%
CONVERSATIONALISTS
2015c Smartphone User Segmentation conducted for Vserv
They use their smartphone primarily for
making calls. Their app usage is very low.
Share in the smartphone user base
(Mobile Prime-Time)
Between 8pm-12pm

12. 32%
2%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
1.6
1.7
0.8
0.7
12.0
3.1
1.2
0.7
22%
Entertainment
0.8
1.6
0.9
1.1
11%
Seeking Info
Time spent
by users
(mins per day)
Search
Sports Apps
App Store
News
33%
Utility
2.1
0.9
0.5
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
23.5
5.6
1.0
Games
Image Apps
Video
Music Apps
2015c Smartphone User Segmentation conducted for Vserv
2.8

13. Frequently Used Apps
MX Player YouTube Gaana
Over-Indexing Profile
Up to 24 yrs
Male
Students
Mini Metros & Lower
Low end devices < 10K
SEC C,D,E
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
0.9 GB 2.0 GB
Apps Games
4.2 0.6
55 Mins
53Mins/Day
211 = Games, Music,
Videos
Mins84
Offline
activities
57
Online
apps
13
Calls &
messages
58
Browsing
15%
ENTERTAINMENT BUFFS
They spend a large chunk of their time on smart
phones playing games, watching videos,
listening to music and browsing.
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base
(Mobile Prime-Time)
Between 8pm-12pm

14. 19%
1%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
30.4
4.7
3.2
1.7
30%
2.4
4.7
2.4
3.5
Search
Sports Apps
App Store
News
20%
Utility
3.3
2.2
0.7
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
Entertainment
30%
Seeking Info
2.8
3.4
1.9
1.0
36.8
6.2
1.9
3.1

15. Frequently Used Apps
Viber HDFC News Hunt
Over-Indexing Profile
25+ yrs
Males
Married
Metros
3G connection
Mid and high end
devices 10K+
SEC A
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
0.8 GB 1.8 GB
Apps Games
4.6 0.5
46 Mins
15%
UTILITARIANS
Mins/Day
178= 50
Offline
activities
59
Online
apps
56
Calls &
messages
13
Browsing
50 Mins - Calls
39 Mins - Chat &
VOIP
Their app usage is primarily utilty-driven
along with apps for voice calls and messaging.
2015c Smartphone User Segmentation conducted for Vserv
Share in the smartphone user base
(Mobile Prime-Time)
Between 8pm-12pm

16. 25%
2%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
2.6
1.8
1.2
1.2
15.9
2.2
1.5
0.9
15%
Entertainment
4.6
2.9
1.4
2.0
Seeking Info
Search
Sports Apps
App Store
News
47%
Utility
6.1
2.0
0.8
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
37.7
8.9
2.0
11%
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
1.6

17. Frequently Used Apps
Native
Phone
Native Media
Player
Native
Browser
Over-Indexing Profile
< 18 & 36+ yrs
Female
Married
Metros
Low end
devices < 10K
SEC A
Mins/Day
76 =
Data Consumed (per month) Installs (per month)
Cellular Wi-Fi
0.4 GB 1.1 GB
Apps Games
2.9 0.5
20 Mins
26
Offline
activities
32
Online
apps
12
Calls &
messages
7
Browsing
10%
DABBLERS
Lowest smartphone
engagement observed
across personas
They use their smartphones infrequently,
seldom accessing apps and sites.
2015c Smartphone User Segmentation conducted for Vserv
?
Share in the smartphone user base
(Mobile Prime-Time)
Between 8pm-12pm

18. 34%
1%
Shopping
Shopping/eTailing
Mobile Coupons
Mobile Payment
Travel and Tourism
Socializing
1.2
1.2
0.7
0.5
10.0
2.6
1.4
0.6
22%
Entertainment
0.7
1.4
1.0
1.1
Seeking Info
Search
Sports Apps
App Store
News
31%
Utility
1.8
0.8
0.4
SMS
BFSI and Online
Trading
Emails
Calculator
Chat and VOIP
Social Networking
Dating and Matrimonial
Share of Time Spent Per Day (%)
Games
Image Apps
Video
Music Apps
23.5
4.3
1.2
12%
Time spent
by users
(mins per day)
2015c Smartphone User Segmentation conducted for Vserv
?
2.8

19. Vserv’s unparalleled reach across the
Indian smartphone user base
Vserv has access to 74%
of the smartphone user base in India
App Junkies 23
19
15
14
14
9
Social Stars
Conversationalists
Entertainment Buffs
Utilitarians
Dabblers
Reach across all Smartphone User Personas in India (In Millions)
2015c

20. Brought to you by
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Source and
Methodology
Nielsen Informate Mobile Insights derived the
smartphone segments based on automated
usage data collected from 12,000 Smartphone
users across India.
Six smartphone user personas emerged from
the two-step cluster analysis done using 22
actual smartphone usage parameters as input
variables, captured over a 3 month period
(OND’14)
Actual smartphone usage and consumption
patterns are captured with innovative
smartphone metering technology installed by
opt-in panelists on their smartphones.
2015c

21. 2015c
About Vserv
Vserv is the leading smart data platform for mobile marketing and commerce. The platform has
the largest mobile internet user base in India & Southeast Asia with unique and rich insights on
these users. Vserv’s revolutionary platform transforms big data to smart data, empowering
companies to achieve sharper results. Founded in 2010, Vserv has over 500 Mn unique user
profiles globally, and is backed by Maverick Capital, IDG Ventures India & Epiphany Ventures.
For details, please visit www.vserv.com
Nielsen Informate Mobile Insights leverages innovative smartphone metering technology to
provide insights into evolving consumption patterns of mobile device users. Based on accurate,
real-time usage data, we help clients understand consumer behavior and develop product and
marketing strategies. Nielsen-Informate Mobile Insights maintains opt-in Smartphone panels to
generate syndicated reports, in addition to building custom panels and conducting custom
surveys for clients. Our insights aid decision makers across various segments like operators,
OEMs, publishers, advertisers, content creators and aggregators and application developers.
Nielsen Informate Mobile Insights is an alliance between Nielsen Holdings N.V. (NYSE: NLSN)
and Informate Mobile Intelligence.
About Nielsen-Informate Mobile Insights