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Tag: Preeti Desai

  • There was massive traction on Budget Day and the following weekend as per a a Kantar IMRB-MMA study

    Budget News ensures big high for mobile platforms

     

    By A Correspondent

     

    Coming in the wake of demonetisation, news platforms saw a surge in traction driven in large part by the Budget 2017-related narratives, as per a study conducted jointly by market insights major Kantar IMRB and the Mobile Marketing Association (MMA India). the A steady diet of budget forecasts contributed to an increase in overall time-spent in the days leading up to the Budget presentation. This was followed by a massive spike in engagement on February 1, the day of the Budget speech.

     

    A second spike in traction was witnessed over the weekend following the Budget as readers caught up on in-depth analyses and the long-term implications of the Budget announcements.  News aggregators drew the lion’s share of engagement among smartphone users—the top two aggregators accounted for almost 60% of total time-spent on news related content. The Times of India was the most popular of the standalone platforms with twice the traction of its nearest competitor Zee News. Platforms like Dainik Jagran, Inshorts, and AajTak saw the highest gains in traffic during this time, notes the study.

     

     

    Kantar IMRB’s Mobi Track smartphone usage panel was used to analyse consumption of budget related content in the weeks leading upto and during the Budget 2017 presentation.

     

    “Looking at the data from Kantar IMRB’s MobiTrak smartphone usage panel—the surge in budget-related news consumption confirms people’s attention and interest in the event. Engagement levels were expectedly highest among the digital generation i.e. 20-24 year olds —they accounted for the highest Reach and Time Spent  across all demographics. The desire for multiple points-of view was evident in the strong preference for news aggregators, a stark contrast to the behaviour of offline-readers who tend to limit their reading to a handful of print publications”, said Hemant Mehta, Managing Director, Media – Digital and Chief Strategy Officer, Kantar IMRB.

     

    Added Preeti Desai, Country Manager India, MMA: “News consumption is undergoing two fundamental shifts across the globe including India. One is the rise in news audiences accessing news via their mobile devices, the other is the increase in people who read or watch news through social platforms. Mobile will continue to grow leaps and bounds as one of the primary mediums that Indians will access ‘News’ and the multiple spikes during 2017 budget showcases how fast Indians have adopted reading news not just in English but also in multiple languages (15+). It is important to note the second spike – post-Budget Day – the time spend is actually higher during the weekend and indicates that apart from short news Indians also reached out to various mobile news sources for longer in-depth analysis post the budget day. With rapid changes in the mobile landscape, it is important to keep a continuous pulse on the way consumers interact and these passive probes and insights on mobile usage in India by MMA and Kantar IMRB are of critical importance to the modern day marketers as they acknowledge mobile as the third largest advertising medium in India, after TV and Print. Mobile Ad spends are expected to grow to Rs10,000 crore in 2018 [Source: Mobile Ecosystem and Ad-Sizing Report India 2016].”

     

  • Highlights from a Mobile Marketing Association- Kantar IMRB report on Smartphones and Feature Phones Usage and Behaviour 2016-17 in India

    Indians spend more time on cellphones than TV

     

    The Mobile Marketing Association (MMA) in association with Kantar IMRB has released a report on Smartphones and Feature Phones Usage and Behaviour 2016-17 in India. The report studies the evolving nature of the Indian mobile consumers, and provides insights and behaviors individually on smartphones and feature phones.

     

    KEY FINDINGS ON SMARTPHONES

    I. Time spent on mobile surpasses any other media

    An average consumer spends 3 hours per day on their smartphones (an increase of 55% from 2015), which surpasses time spent on TV or any other media. Social media and messaging apps were the clear leaders accounting for almost 50% of all time spent on smartphones.

    II. Women more engaged than Men

    The study shows that Women spend 2x more time on their smartphones compared to Men – on YouTube and games. They also spent 80% more time on Facebook than their male counterparts.

    III. Online shopping gains in leaps and bounds

     

    Another finding revealed the rise of online shopping category, which now has 15% higher reach than the entertainment – making it the second most popular category in terms of reach.

     

    KEY FINDINGS ON FEATURE PHONES

    I. Prime users are from upper SECs

    The study shows a whopping 75% of feature phone users were from the upper SECs, while only 25% of respondents were from SEC C, D and E (NCCS).

    II. Feature phone users don’t intend to switch

    A big revelation has been that almost 85% feature phone users do not intend to switch to smartphones on their next purchase indicating that the functional benefits of feature phones combined with their durability, battery life and ease of repair were highly coveted by these users.

    III. Feature phones users spend more on mobile plans

     

    Feature phone users spend more money on their mobile plans. The ARPUs was almost 20% higher compared to the national average.

     

    Said D Shivakumar, Chairman and CEO, PepsiCo India Holdings and Chairman of the Mobile Marketing Association: “With over 85% mobile penetration, we are today one of the largest mobile markets globally and insights on mobile usage in India are of critical importance to the modern day marketer. We are in an age now where we need to seriously think about marketing measurement and attribution, giving marketers better measurements, tools and confidence in connecting marketing to business outcomes.  A thorough understanding of the differential usage and consumer segments that are using smartphones and feature phones will only help marketers use their monies more efficiently. While most designing and applications are being targeted at smartphones, this report is a wake-up call. Today, the mobile is undeniably the closest we can get to our consumers, and it is this that will help marketers seek to understand – and leverage – a consumer’s path to purchase”.

     

    Added  Preeti Desai, Country Manager, Mobile Marketing Association India: “Mobile is clearly the third largest mass medium in terms of Ad spends in India today, with estimated spends in 2016 amounting to ₹.4,200 Cr. Hence it becomes very important for the industry to have credible research and measurement guidelines and reports, to help fully understand and leverage mobile’s ability to drive the future growth of business. With this in mind, MMA India has collaborated with Kantar IMRB to deep-dive into the dynamics implications and impact of smart phones and feature phones India focusing on each category separately and giving each their due focus. The insights of this study will be published in a series of industry reports that will go a long way in helping marketers use the medium effectively and efficiently. It is a great data set for marketers to reassess and optimize their spending with the most impactful allocations in their marketing mix, while leveraging mobile with double digit spend.”

     

    Hemant Mehta, Senior Vice President, media and retail, Kantar IMRB, said, “Mobile has had an outsized influence on the way consumers interact with each other, make decisions, transact and shop. This has significantly impacted the way companies and brands connect with their consumers and do business. But we’ve only seen the tip of the iceberg. With the advent of 4G, reduced data costs and free voice and SMS, we expect to see even more rapid changes in the mobile landscape. It is, therefore, important to keep a continuous pulse on the way consumers interact with and use their mobile phones. Along with MMA, we at Kantar IMRB have embarked on a journey to help marketers understand the impact of these changes and to identify emerging trends. The Smartphone and Feature phone reports are a step in this direction – providing an unbiased and insightful view on the evolution of mobile usage in India.”

     

    The report enables all members of the ecosystem to stay updated with consumer mobile trends and media consumption habits. Also at the same time, it elaborates the role of mobile as an influencer in the consumer path-to-purchase.

     

  • Mobile Marketing Association has strengthened its India presence with the former IAMAI President as incharge

    MMA strengthens India presence, Preeti Desai is Country Manager

    By A Correspondent

     

    The Mobile Marketing Association (MMA), the leading non-profit trade mobile marketing association, has announced the appointment of Preeti Desai as Country Manager in India. The MMA serves the growing mobile marketing ecosystem in India with support from GroupM, in a collaboration that was recently extended for the third year running.

     

    “The MMA currently leads the growth of mobile marketing and its associated technologies in Singapore, India, China, Indonesia, and Vietnam,” said Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Preeti’s appointment marks MMA’s continued commitment toward building and implementing mobile marketing best practices in India. Her solid industry experience, and vision will be crucial in helping us pave the way forward for the mobile industry in the country.”

     

    Some of the MMA’s priorities will include increasing the adoption of existing MMA Best Practices and Guidelines; recommending adaptations for local market conditions where appropriate; promoting education and skills development for practitioners; and developing suitable measurement metrics and tools for the industry. Preeti Desai’s appointment as country manager for India is a step toward ensuring that all players in the mobile marketing ecosystem get adequate support.

     

    Desai joins the MMA after a stint at Rediff.com India where she was Vice President Strategic Alliances, evangelising the spliced TV advertising opportunity to the leading SME’s across sectors and geographies. Between 2004 and 2006, Desai was the Founding President of the Internet and Mobile Association of India, working with industry and government stakeholders and end users to address key industry challenges, raise awareness of Internet and mobile effectiveness, and set up industry standards and benchmarks.

     

    The MMA has also announced the return of its two flagship events, MMA Forum India and the Smarties India Awards taking place on September 16, 2015.