eNews
‘Budget’ on mobile: Engagement highest among 20-24-yr olds, says Kantar IMRB & MMA study
MUMBAI: Kantar IMRB, along with Mobile Marketing Association (MMA India), jointly studied the impact of Budget 2017 on mobile platforms. 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.
Coming in the wake of demonetisation, the 2017 Budget was an eagerly anticipated event. As a result, News platforms saw a surge in traction driven in large part by the budget related narratives. 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 1 February, the day of the Budget announcement.
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 per cent of total time-spent on news related content.
TOI was the most popular of the standalone platforms with twice the traction of its nearest competitor Zee News. Platforms such as Dainik Jagran, Inshorts, and Aaj Tak saw the highest gains in traffic during this time.
“Looking at the data from Kantar IMRB’s Mobi Trak 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 Kantar IMRB MD – media | digital & chief strategy officer Hemant Mehta.
“News consumption is undergoing two fundamental shifts across the globe including India. One is the rise in the news audience accessing news via their mobile devices, the other is the increase in people who read or watch news through social platforms. 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 3rd largest advertising medium in India, after TV and Print. Mobile Ad spends estimated to be Rs.4200 crore in 2016 are expected to grow to Rs.10,000 crore in 2018 [Source: Mobile Ecosystem and Ad-Sizing Report India 2016]”, said MMA India manager Preeti Desai.
eNews
Paisabazaar launches Credit Premier League 2.0
Nationwide campaign rewards highest credit scores with Rs 1 lakh top prize.
MUMBAI: When credit scores become a national league, even your CIBIL report starts feeling like it’s playing in the IPL and Paisabazaar has just kicked off the second season. Paisabazaar, India’s leading marketplace for financial products and the country’s largest free credit score platform, has announced the return of the Credit Premier League (CPL) 2.0, a fun, nationwide initiative to recognise and reward individuals with the highest credit scores.
Building on the success of the first edition, CPL 2.0 introduces higher rewards and broader participation. The individual(s) with the highest credit score in the country will win Rs 1 lakh, while state champions will each receive Rs 10,000. Additionally, all participants from the winning state, the one with the highest average credit score will also be rewarded.
All winnings will be credited directly to winners’ PB Wallet, allowing them to pay credit card bills, recharge mobiles, or settle utility bills seamlessly on the Paisabazaar platform.
Paisabazaar CEO Santosh Agarwal said the campaign aims to make credit awareness more engaging and mainstream. “With CPL, we are bringing together engagement, gamification and rewards to make conversations around credit scores more mainstream,” he noted. “Our focus remains on building a financially aware and credit-healthy Bharat.”
The first edition of CPL saw over 5.5 million participants, with the highest individual score touching 861. Delhi recorded the highest average credit score of 746.
Consumers can participate simply by checking their free credit score on the Paisabazaar platform or app. The CPL leaderboard and rankings will be available exclusively on the Paisabazaar App.
In a country where financial dreams are serious business, Paisabazaar has found a smart way to turn credit scores into an exciting game – because when your financial health gets rewarded, everyone wants to play.
