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S-Group Insights: Smartphone advertising increases by 16 % since 2013; Samsung top spender

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S-Group Insights: Smartphone advertising increases by 16 % since 2013; Samsung top spender and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring  you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the smartphone industry.

India topped as the world's fastest growing smartphone market, according to the FICCI-KPMG 2015 report. Smartphone's have already become the device of choice for consumers across the country. As per the report, the time spent on smartphones is almost 162 minutes per day, making it one of the most important categories for analysis. 
Over the last 4 years, there has been a drastic change in advertising of the cellular phones (basic phones) & cellular phones – Smartphones.

With an advertising share of 56 % in 2011, it has come down to 1 % in 2014 on TV medium for Cellular Phones (Basic Phones). While with the advertising share of 44 % in 2011, it has increased to 99 % in 2014 for Cellular Phones- Smartphones on TV medium.

On Print, Cellular Phones (Basic Phones) were having 74%  advertising volume in 2011 which has come down to 8% in 2014, while the Cellular Phones- Smartphones has seen an increase from a mere 24% to almost 87% in 2014 as compared to 2012.

Telecom Products is a Super Category consisting various product groups and the major are Cellular Phones (Basic Phones) & Cellular Phones - Smartphones.

Overall in 2014 , Cellular Phones – Smartphones, as a  category, has seen an increase by 16 % of insertions on TV, Print & Radio as compared to 2013, which is again clearly reflected with India witnessing 10.7% growth in mobile phone usage in 2014 as per FICCI-KPMG 2015 Report.

Samsung India Electronics Ltd, Sony Mobile India & Syntech Technology Pvt Ltd. contributes to around 45% of the overall Print advertising volume for Cellular Phones-Smartphones at an overall level. When compared at a national level, Micromax Informatics Ltd dominates the Print Advertising in 2014 for Smartphones category.

Even though the preferred publication house varies from Advertiser to Advertiser, the category is ruled by Dainik Bhaskar and Times of India with around 14% & 13% respectively.

Some of the Advertisers are region specific like Syntech Technology Pvt Ltd focuses mostly in North Zone with complete spotlight on Rajasthan Market.

In South it is mostly dominated by Samsung India & Sony Mobile, while Karbonn Mobiles also has 8% advertising volume making it to top 3 advertisers in South Market for Smartphones.
In 2014, around 72% of TV advertising for this category used to come from the top 6 players, i.e., Samsung India Electronics Ltd, Nokia Corporation, Panasonic India Pvt Ltd, Intex Technologies (India), Micromax Informatics Ltd & Syntech Technology Pvt Ltd.

Within Smartphones, Samsung has the highest Advertising share in the Smartphones category. Samsung focuses on South Regional, Infotainment & English Movies Genre, with South Regional dominating the advertising volumes.
Unlike all the top advertisers, who advertise majorly in English language, Google advertises mostly in Hindi language with almost 22% advertising volumes in Hindi Movies Genre with Females enjoying 1.1 times higher exposure than Males & with SEC C as the prime target.

Media Plan proposes Males as the Prime Target for the category, but Women's also enjoy higher exposure for some of the advertisers.

Younger age group (15-24) seems to be the favorite target group for the category, while some advertisers like Samsung India, Micromax Infromatics Ltd focuses on higher age group (45+).

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