Online and offline use of apps in India.

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Online and Offline Use of Apps in India.

After an extensive search through companies websites, press releases, and industry reports, we were unable to locate the number of ads seen online on mobile phones per day or the number of ads missed offline. However, we did find some valuable data on the amount of time spent online and offline on mobile devices in India. Indians spend 2.5 to 6.25 hours daily on mobile phones of which 2-5 hours are online and 0.5-1.25 hours offline.

AMOUNT OF TIME SPENT ON MOBILE PHONES IN INDIA

  • There are 6.5 billion phone users in India out of which 4 billion are smartphone users.
  • Average time spent on mobile phones was 21.6% in 2017, 23.3% in 2018 of which smartphones were 13.7% in 2017 and 15.8% in 2018; feature phones 6.7% in 2017 and 6.1% in 2018.
  • Indians spend 2.5 to 6.25 hours daily on mobile phones.

AMOUNT OF TIME SPENT ON MOBILE PHONES ONLINE IN INDIA

  • Indians spend 2 to 5 hours online daily on mobile devices — this account for 80% of their time on mobile phones.
  • Out of the time spent on phones, Indians spend 3 hours a day on smartphones.
  • Adults spend approximately 1 hour online on mobile devices.
  • An estimated 42% of daily internet users spend 1-2 hours online.
  • About 25% of daily internet users spend 2-3 hours online.
  • Approximately 13% of daily internet users spend 3-4 hours online.
  • About 7% of daily internet users spend 4-5 hours online.
  • An estimated 3% of daily internet users spend 5-6 hours online.
  • About 2% of daily internet users spend 7 or more hours online.

AMOUNT OF TIME SPENT ON MOBILE PHONES OFFLINE IN INDIA

USEFUL INFORMATION RELATING TO NUMBER OF AD SEEN DAILY

  • Due to the roll-out of 4G in India, digital ads on mobile platforms are stated to grow.
  • India had the 10th largest digital ad spend in 2018.
  • The average number of ads seen daily is 5,000 globally.

Research Strategy

To locate the requested information, we began by combing through reputable databases, market reports, and technology news outlets like Business of Apps, Neilsen, and Statista for information regarding how often people in India use their phones. We searched for data on the amount of time spent on mobile phones and the number of ads seen during online use on mobile phones. We found the amount of time spent on phones online from which we could calculate that spent offline. We were also able to find out the percentage of people that spend varying duration of time on their phones. However, we didn't find the number of ads seen on mobile devices during online use but the industry spends on ads and similar information. The reason for this may probably be because the expenses in the ads industry are considered to be more important.

Secondly, we change gear by locating the key players in the ads space — the companies that generated the highest number of digital ads in India. We hope to obtain the sum number of ads they show daily on mobile platforms and assuming that since they have the highest market share — and that of other ads are negligible, we concluded that the total number of ads they show reduced by the hours of the day that has been determined to be the average amount of time spent online on mobile devices — this was approximately equal to the average number of ads mobile users see online daily. We went further to searched through reputable and comprehensive databases and market economic websites like Emarketer, the Hindu Business Line, and Economic Times. Information found were mostly referencing most-watched ads and market share. This was probably because the key players in that industry owns several ads daily and are more interested in the amount of time spent on their ads.

Thirdly, we looked for the total number of ads seen daily in India — whether digital or not. For this, we utilized reputable news sites, research platforms, and blogs like ResearchGate, ScienceTarget, and Emerald Insight. While we were able to locate information regarding the amount of time spent on TV ads, there was no information regarding the number of ads seen in India. We discovered that ads in India are more successful via TV than the mobile or online platforms. We decided to broaden the scope of our research by locating information on a global platform to find out if there were any useful pieces of information that might redirect our search successfully. This strategy was unsuccessful as we discovered that compilations on the number of ads seen daily were hardly specific on mobile devices. This was probably because this information is too specific and estimations of such data are not available publicly.

We went further to examined the average click-through rate. We intended to estimate the number of ads seen per day through the click-through rate. We searched through trusted sites like SemRush, India Today, QZ, and the Indian Express. We found out that the digital advertisement rate has greatly increased in India due to increased in the use of smartphones and the advent of 4G. However, there were no leads to the total click-through rates and the number of ads this accounted for. This was probably because such data has either not been compiled or is not available publicly. We did find some sources with more information behind the paywall that might be useful.

Lastly, we attempted to triangulate the request by estimating the number of ads through the number of ads blocked. We hoped to find information stating that a certain number of ads were blocked daily resulting to a certain percentage of the total ads seen or shown daily — from which we could find the number of ads seen. We leveraged information on business reports, financial reports, and economic websites like Quartz, Indian Express, and Business Standard. This strategy was unsuccessful. The information found was referencing the adblock rate on mobile devices which was 28%. We, therefore, concluded that information regarding the number of ads seen online on mobile phones per day and the number of ads missed offline is not publicly available.

CALCULATIONS

Indians spend 2 to 5 hours of their day online on mobile devices which account for 80% of their daily use of mobile devices.
0.8 of their average use of mobile devices is 2-5 hours then;
their average use of mobile devices online is (0.8 * 2) hours to (0.8 * 5) hours daily = 2.5-6.25 hours daily.
Sources
Sources