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Gen Y driving smartphone usage: Nielsen study

28-August-2012
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Gen Y driving smartphone usage: Nielsen study

With the increasing number of low priced smartphones being released by manufacturers, the number of users opting for these devices is rapidly rising. Gen Y (<25 year olds) has been quicker to adopt this new technology and their usage behaviour reflects this, compared to Gen X (>25 year olds). Spending a large part of their day with it, the smartphone has now become an indispensible part of their day-to-day life.

Nielsen Informate Mobile Insights takes a look at what sets the generations apart.

The incidence of smartphones amongst mobile phone users is higher among Gen Y with 11 per cent of all <25 year olds owning a smartphone, as compared to six per cent of all >25 year olds in urban India.

Gen Y spends about three hours on their smartphone everyday, which is 45 minutes a day more than the time spent by Gen X.

Gen Y Android users spend more than twice the time on Chat apps as compared to Gen X – Most popular chat apps being WhatsApp Messenger and GTalk. SMS usage is also higher than Gen X, who spend more time on calls.

When it comes to entertainment on the smartphone, Gen Y spends lesser share of time on gaming on their devices as compared to Gen X. Gen Y instead prefers to spend time accessing multimedia content.

The top three categories – search, app store and social networking – have a high reach across both age groups. Gen Y likes to stay connected – which is why chatting is much more popular among them as compared to Gen X. Gen X, on the other hand, prefers more utilitarian apps such as banking and finance.

With an ever-widening pool of consumers, the younger generation is quick to adopt new technology and with the rising disposable incomes, penetration and usage of smartphones is going to keeping growing. Availability of quality and quantity of apps will also play a key part in the growth of an OS. Smartphone manufacturers need to keep innovating constantly as this converged device is moving to become even more indispensible than it already is.

Nielsen Informate Mobile Insights leverages innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users. It maintains opt-in smartphone panels to generate syndicated reports, in addition to building custom panels and conducting custom surveys for clients.

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