Mobile consumption jumps 12%; social media, news, video streaming biggest gainers

MUMBAI: Smartphone users spent almost three hours more on their mobile phones in the week ended March 27th, compared to average usage in Pre-Covid19 time (January 13th – February 2nd), said a joint report by BARC India and Nielsen.

As per the data, the average time spent grew by 12%, from 23.6 hours per user per week, to 26.4 hours per user per week during the last week.

While the increase in time spent is almost same in metros (11%), mini metros (15%) and tier II cities (12%), tier I cities witnessed 8% increase. Among the different age groups, the 35-44 year olds have shown maximum increase of 18%, followed by 15-24 year olds (12%) and 25-34 year olds (9%).

Among the biggest gainers during the time of social distancing, were social media, chats, videos streaming and news apps, the data suggests.

Interestingly, the call time has seen just 5% increase over pre-Covid time, whereas chat services (Whatsapp, Telegram, Messenger etc) have seen 43% increase in time spent to 322 minutes. Social media also has seen a 42% increase in overall time spent to 274 minutes.

News apps witnessed a 45% increase in time spent to 40 minutes per week, and a 17% increase in users. During the week, 22% of entire smartphone users accessed news apps on their phones.

Interestingly, Gaming and video streaming witnessed 26% and 11% increase, respectively in time spent in week ended March 27th. Users spent 191 minutes on gaming, and 236 minutes on video streaming.

However, as the travel has stopped, the data suggested that audio streaming has also seen a dip of 18% to a total of 67 minutes during the week, from a total of 82 minutes in pre-Covid19 times.

Meanwhile, the lockdown has impacted the ecommerce and payment services and apps significantly. Shopping, for instance, has gone down from 43 minutes per user in a week to 26 minutes, marking 38% drop. Travel sites have seen even bigger, 53% drop to 7 minutes per week. Food ordering has also gone down by 41% to 10 minutes, while mobile payments services’ time spent has reduced from 31 minutes in the past to 25 minutes per user during the week ended March 27th.