TRENDS IN MUL­TI­ME­DIA CON­SUMP­TION IN MO­BILE

The mul­ti­me­dia ca­pa­bil­i­ties of this gen­er­a­tion mo­bile have in­creased man­i­fold

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The num­ber of hours peo­ple spent watch­ing videos on mo­bile is up 100% and con­se­quently YouTube’s mo­bile rev­enue is up 2x year on year

The mul­ti­me­dia ca­pa­bil­i­ties of this gen­er­a­tion mo­bile have in­creased man­i­fold. This has re­sulted in a tremen­dous in­crease in the con­sump­tion of dig­i­tal con­tent in the form of apps, videos, and web­sites on the mo­bile. Mo­bile us­age as a whole ac­count for 60% time spent in con­sum­ing new age me­dia con­tent. This is in­ter­est­ing to find that to­day mo­bile apps make up about 47% of in­ter­net traf­fic and 8% of dig­i­tal con­sump­tion traf­fic orig­i­nate from mo­bile browsers. It is pro­jected that the num­ber of smart­phone users will grow from 150% to 250 mil­lion by 2020.

Growth in the us­age of mo­bile phones is pri­mar­ily driven by so­cial me­dia, surf­ing and app down­loads.

VAR­I­OUS ME­DIA AND ITS CON­SUMP­TION TRENDS ON MO­BILE APPS & GAM­ING

There are about 1.6 Mil­lion apps in Google play store while Ap­ps­tore has 1.5 mil­lion apps. Peo­ple spend about 42% of their app time on the smart phones on their most fre­quently used apps. It is es­ti­mated that 7 out of ev­ery 8 min­utes of me­dia con­sump­tion are on mo­bile devices. On an av­er­age, ev­ery smart­phone users down­load 3 apps ev­ery month.

In In­dia there is a huge pen­e­tra­tion of those play­ing down­loaded games on mo­bile and it drives the most rev­enue on both Google Play and App Store, in com­par­i­son of other cat­e­gories of apps. Based on an in-depth re­search, nearly 52% of over­all pop­u­la­tion down­loads games on mo­biles. More­over, peo­ple spend 43% of their time on play­ing games on their smart­phones. In 2014, games ac­counted for an enor­mous 85 of the 700 high­est gross­ing apps on the App Store and Google Play. Due to the a rise in the sales of smart­phone and ta­bles all across the world, the global mar­ket for mo­bile gam­ing is ex­pected to reach US$ 52.6 bil­lion by 2020, which will even­tu­ally change me­dia con­sump­tion habits on cell phones, and the sub­se­quent growth in smart­phone gam­ing users world­wide.

VIDEOS

Mo­biles have trans­formed dig­i­tal video watch­ing to a sur­pris­ing ex­tent. YouTube alone has bil­lions of views and out of th­ese, 50% views are con­sumed from a mo­bile de­vice. The num­ber of hours peo­ple spent watch­ing videos on mo­bile is up 100% and con­se­quently YouTube’s mo­bile rev­enue is up 2x year on year.

Netflix widely went with an iPad app first, not a smart­phone app. To­day, a re­ported 23% of all Netflix sub­scribers say they have watched on smart­phones, and 15% have done so on iPads.

Ama­zon has about 16.7 mil­lion Prime sub­scribers that get un­lim­ited video stream­ing on Kin­dle devices and via Ama­zon’s mo­bile apps.

The pay and broad­cast TV in­dus­tries, mu­sic la­bels, Hol­ly­wood stu­dios, big tech com­pa­nies, and ma­jor ad­ver­tis­ers all have to keep a close eye on this trend.

SO­CIAL NET­WORK­ING

Face­book is the most used app, in both au­di­ence size and share of time spent among each de­mo­graphic seg­ment. There are al­most 1.39 bil­lion monthly ac­tive users while 894 mil­lion users ac­cess Face­book daily on mo­bile.

So­cial Net­work­ing, Games and Ra­dio con­trib­ute to nearly half the to­tal time spent on apps, in­di­cat­ing mo­bile us­age is heav­ily cen­tered around en­ter­tain­ment and com­mu­ni­ca­tion.

In a month, ap­prox 250 mil­lion ac­tive mo­bile users con­trib­uted 86% of twit­ter rev­enue. 90% of the videos be­ing shared on twit­ter are be­ing viewed on mo­bile de­vice.

75% of Pin­ter­est Us­age Takes Place on Mo­bile Devices. In­sta­gram has over 300 mil­lion ac­tive users shar­ing over 30 bil­lion pho­tos.

EMAIL

Ac­cord­ing to a study, 45% of email open oc­curred on mo­bile, 36% on the desk­top and 19% in a web­mail client. More­over, 74% of smart­phone own­ers use their devices to check emails, and Gmail Apps alone have more than 100 Mil­lion down­loads. (Source: Gart­ner).

WHAT LEAD TO TH­ESE REVO­LU­TION­ARY CHANGES?

Ex­tremely ad­vanced tech­nol­ogy, ro­bust hard­ware ac­com­pa­nied by the very low price of smart phones has re­sulted in tremen­dous pop­u­lar­ity of mo­bile devices. In late 2014, the av­er­age price of An­droid mo­bile phones in the global mar­ket dropped to nearly $255. Mo­bile phones with multi-core CPU, 3G con­nec­tiv­ity and GPS can be bought in In­dia within the pocket-friendly price rate, even with­out Telco sub­si­diza­tion. More­over, the launch of iPhones and iPad mod­els nearly twice per year pushed the prices of sec­ond­hand and older mod­els to the af­ford­able lev­els as well. There­fore, app de­vel­op­ers now need to cre­ate apps that are not only more fea­ture rich, per­form bet­ter, and of­fer a bet­ter user ex­pe­ri­ence com­pared to just a few years ago.

IN­TER­NET CON­NEC­TIV­ITY

The se­cond pi­o­neer­ing change is that re­cently over 100 mil­lion peo­ple ac­cess in­ter­net over mo­bile phones, which is 52 per­cent of the world as of Jan­uary 2016, mak­ing In­dia world’s largest on­line user coun­try. The en­trance of a large num­ber of pri­vate in­ter­net ser­vice providers in the In­dian broad­band mar­ket has al­lowed peo­ple to en­joy low cost in­ter­net con­nec­tiv­ity on their handsets, ei­ther through tak­ing ad­van­tage of buck­ets of data ser­vices on de­mand, by us­ing low-cost monthly un­lim­ited us­age plans, or sim­ply con­nect­ing to free Wi-Fi hotspots that have now be­come main­stream in pub­lic spa­ces.

CLOUD IN­FRA­STRUC­TURE

The third and most vi­tal of th­ese changes is the com­modi­ti­za­tion of the cloud, which is gain­ing stream in In­dia. Also, it is ex­pected that the num­ber of cloud com­put­ing sub­scribers in In­dia is ex­pected to grow rapidly in the next five years. Cloud com­put­ing re­lates to ser­vices that are avail­able through an In­ter­net con­nec­tion and usu­ally on a sub­scrip­tion ba­sis.

WHERE WILL THIS REV­O­LU­TION LEAD TO?

Ad­ver­tis­ers will now be fo­cused on more on mo­bile rather than desk­tops or any other elec­tronic medium

Video streams, video calls, doo­dles, files, on­line so­cial games, mu­sic, shop­ping, mi­croblog­ging, and movies will con­tinue to en­joy the top po­si­tion

The app as a col­lec­tion fa­cil­ity for per­sonal data be­cause of which more of cus­tom­ized ads and higher con­ver­sion than ever

Me­dia web ser­vices will In­crease as we see the num­ber of news and me­dia con­tent down­loaded through the in­ter­net and por­ta­ble devices are in­creas­ing

CON­CLU­SION

App de­vel­op­ers will need to in­cor­po­rate new tech­nolo­gies to cre­ate bet­ter ap­pli­ca­tions that will ful­fill the de­mands of a tech savvy gen­er­a­tion.

Au­thored by GOVIND BANSAL, Co- Founder, Aqua Readthe­com­pletesto­ry­on­www.dqchan­nels.com

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