AD Agencies
Mobile surpasses TV in watch-time: Kantar IMRB-MMA Study
MUMBAI: An average consumer spent three hours per day on their smartphones (an increase of 55% from 2015), which surpasses time spent on television or any other media. 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 that studies the evolving nature of the Indian mobile consumers, and provides insights and behaviors individually on smartphones and feature phones.
“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,” said Mobile Marketing Association India country manager Preeti Desai.
A few key facts from the study are as follows:
On Smartphones
I. 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. 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. 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.
On feature phones:
I. 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. 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 phone users spend more money on their mobile plans. The ARPUs was almost 20% higher compared to the national average.
The Mobile Marketing Association chairman D Shivakumar said, “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.”
“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,” Kantar IMRB SVP Hemant Mehta added.
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.
AD Agencies
Omnicom Advertising names Ellie Brocklehurst chief growth and marketing officer for Asia
The former TBWA Asia marketing chief returns from maternity leave with an ambitious mandate to make Omnicom the most sought-after network in the region.
NEW YORK: Ellie Brocklehurst is back, and she is not easing herself in gently. Omnicom Advertising has appointed Brocklehurst as chief growth and marketing officer for Asia, a role that puts her in charge of growth and marketing initiatives across the network’s three flagship agencies: BBDO, McCann and TBWA. Her brief is to sharpen existing capabilities while identifying new avenues for expansion across the region.
Brocklehurst brings a career that has moved steadily upward through some of the industry’s most recognisable names. She began at Source Music before moving through Exposure Public Relations and Marketing, Taurus Marketing and LEWIS Global Communications. She then joined BBDO Worldwide as communications manager for the Asia group, rising to regional communications director for Asia. At Wunderman Thompson, she served as head of marketing and PR for APAC before being elevated to APAC growth marketing lead, where she worked closely with local management teams on client expansion strategies, new business acquisition and brand building. Most recently, she served as chief marketing officer at TBWA\Asia.
Brocklehurst, who is returning from maternity leave, was characteristically direct about what she intends to do with the opportunity. “Transitioning back from my final maternity leave is a significant personal milestone,” she said. “While it’s the end of one era at home, it marks the beginning of an ambitious new one professionally.” She left little doubt about the scale of her ambition. “I’m stepping into this role with a clear mission: to make Omnicom Advertising the most awarded, revered, and sought-after agency network in Asia.”
In a region where agency networks are jostling hard for creative dominance and client loyalty, that is a target worth watching. Brocklehurst has spent two decades learning exactly how this game is played. Now she gets to set the rules.
