India among Top 4 data consumers in APAC

24 Aug,2015


By A Correspondent


This may come as no surprise to many. India is among the top four data-consuming countries in the Asia Pacific region, when it comes to smartphones. A recently-released study by mobile ad platform Opera Mediaworks and the global body, Mobile Marketing Association, shows that India, Indonesia, Vietnam and the Philippines, have seen a dramatic 545 per cent increase in the adoption of smartphones since 2013. The four countries have been dubbed the ‘Power 4’ or P4, according to the APAC State of Mobile Advertising report. The findings are based on Second Quarter of 2015 data from 400 million unique users on the Opera Mediaworks platform.


According to Rohit Dadwal, Managing Director, Mobile Marketing Association APAC: “We believe marketers in Asia are best positioned to be leaders in global mobile innovation, building campaigns that harness the potential of the medium and the mobile audience. Opera’s stunning data proves that the future of mobile lies in Asia.”


“India remains one of the most exciting markets in Asia when it comes to smartphone adoption, and rapid shift of consumers to make mobile as primary screen,” says Vikas Gulati, Managing Director, Asia, Opera Mediaworks. “Mobile advertising, on the other hand, is highly underrepresented in India and there is massive opportunity for advertisers to connect with the prime prospects, deliver rich and meaningful experiences at a time and place when it matters the most.”


Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter, the Android operating system took the No. 1 position in the market share of impressions served to mobile devices, accounting for more than 60 per cent of traffic in APAC and over 55 per cent in India.


Findings for India indicate that nine out of 10 mobile users in India are male, and Indian users are overwhelmingly young; the average user age being under 23. About 50 per cent of them are between 18-23 years old. And while the most visited mobile sites and apps by users in the P4 region are in the social networking category, Indian users are more drawn to sites and apps that serve music, video, media and entertainment, followed by technology content. The top three countries in the P4 region in terms of data consumption are Vietnam, Indonesia and India, and the average data consumption in these countries respectively is around 90, 65 and 60 MB per month.


Moreover, in India, social networking sites and apps provided the highest number of impressions for advertisers, followed by news and information, and sports. The impressions of advertising on communication services is much higher than the global average by — and as much as 15x higher — for revenue.


The P4 countries represent less than half (43 per cent) of the population of Asia, account for less than 30 per cent of regional internet users — yet over 76 per cent of these users access the internet via mobile. For India, Opera estimates that 77 per cent of internet users can access the web via a mobile device. Business, finance and investing publishers fared well, accounting for a whopping 42 per cent of revenue paid to mobile publishers across the P4 region.


“Opera Mediaworks represents almost 50 per cent of audience share of the market in India. We are making significant investments to grow the ecosystem, share insights on consumer behaviour and trends in mobile content consumption to help marketers better leverage the mobile opportunity,” adds Gulati.


The full report can be accessed at:


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