BANGALORE, INIDA: The possibilities on a Smartphone of today is practically endless; every day we see or hear about applications that are able to do things that we didn't even know existed in the first place. Now it's a matter of finding the right app and then most things possible on computers can be carried out on a Smartphone. While there are those who carry the Smartphone as an extended computing device there is a larger segment users who use it as a pure communication device.
But the Communication that we know of as simple Calls and traditional text or SMS messages has given way to more elaborate Chats / messenger services and VOIP services today. We now are more comfortable having our fingers do most of the talking and being expressive would include an arsenal of emoticons and stickers. These services are constantly evolving and added utilities such as picture sharing, music or even recorded messages being a part of the offerings make it more of a social media application than just instant messaging.
Data from Informate's pan India panel of Smartphone users point to interesting trends in adoption of this mode and also its impact on traditional communication.
Informate Mobile Intelligence is the pioneer in passive measurement of smart devices like phones and tablets. It maintains opt-in consumer panels in several countries including India. These panelists install a behavioral measurement meter on their devices. The data collected is analyzed to create granular and continuous metrics around device usage.
Informate's data shows gradual stagnation and drop for calls and SMS usage over the period of last 3 years.
* The average number of outgoing calls has been at averaging at 5 calls per day
* The number of SMS originating from a Smartphone shows a distinct drop over the same period. From an average of 9 SMS per day in July 2011 it has dropped to a minimal 2 SMS per day in July 2013.
* Alternately, there has been a remarkable pick up on Smartphone users embracing Chat.
* The Reach figures for Chat as a category in July 2011 was at 58 per cent which amplified to 81 per cent in July 2013.
* Non chat users currently comprise only a fifth of Smartphone user but if the trends till now are anything to go by, finding non chat users in the future is going to be difficult.
* The data also shows that the engagement for the category has shot up and an average user spends around half an hour on Chat every day. The time spent on the category shows an increase of 286 per cent from a mere 7 mins per day in July 2011 to 27 mins in July 2013.
Telecom operators today, face a peculiar situation where their main revenue source of Calls and SMS is impacted by their offering of advanced internet connectivity and services. Traditional Calls and SMS are basic hygiene factors now and as we step on to the next level, Mobile internet and data services offered becomes the differentiator and the main source for revenue.
For consumers, traditional Calls and SMS, though relegated to the background, will always be a part of the communication repertoire, but with mobile internet the engagement with the mobile devices is only going to increase.
Alternately with increased engagement of consumers on the mobile devices it would be interesting to see how effectively advertisers utilize these services as a tool to reach their audience.