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Now that we are through the first few days of 2016, we thought of doing a quick run of some interesting mobile marketing trends and figures from the last year.

With its own share of hits and misses, 2015 was a thrilling time for m-commerce in India. While we saw mobile marketers embrace a new trend of visual and creative storytelling through Instagram ads, 2015 also invoked second thoughts in the minds of advertisers when Apple introduced its ad blocking feature in iOS9. Nonetheless, 2015 brought in a new wave of innovations in the mobile marketing ecosystem. In this post, let’s take a close look at the Indian scenario.

Here are 7 figures from 2015 that are sure shot indicators of the boom in Indian m-commerce!

1) 76% content consumed on Android

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When it comes to consuming content on mobile, Android is still the favourite in India. According to a study conducted by Outbrain, Indians are consuming 41% of content through their smartphones and 76% of this is happening on Android phones.

2) 46% internet users consumed videos

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In terms of content, internet users in India responded really well to video content in 2015. As stated by Mr. Parminder Singh, MD (India, Southeast Asia, Middle East & North Africa) at Twitter, video views on Twitter had grown 150x in the last months of 2015.

3) India is No. 3 market for e-commerce in the world

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Even though internet penetration is only 8.9% in India, emarketer estimates the number of digital buyers in 2015 to be 82.3 million. As the shift from e-commerce to m-commerce is happening at a steady rate, this figure is definitely worth the mention.

4) More transactions happening on mobile.

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Gradually m-commerce is taking over e-commerce in India as more transactions are happening on mobile now. In fact, a report by Zinnov, a market research firm, estimates that m-commerce will reach $19 Billion by 2019.

In 2015, Snapdeal recorded a 90% growth, of which 65% of its orders took place on mobile.


5) 68% of Indian consumers are preferring multi-screening on mobile.

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Apart from the popularity of video streaming in the Indian mobile marketing scenario, multi-screening surfaced as a significant consumer trend in 2015.

(Source: WARC MMA Asia Report)


6) 1 Billion Mobile Subscribers in India – Major Milestone reached!

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As per the data released by the Indian Telecom Authority, 2015 was a terrific year when it comes to the mobile subscriber growth rate. With the large scale availability of affordable devices, the user base is growing at phenomenal pace. Going by numbers, around 6.83 million new mobile subscribers were added in October 2015 itself, which took the final count to 1003.49 million!

7) Rise of Messaging Apps

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Messaging Apps are clearly emerging as the most promising platforms for digital marketers. According to a study conducted by the research firm TNS, almost 56% of internet users in India were found active on Whatsapp every day in 2015. With the growing popularity of WeChat, Line, Snapchat, and other such apps, messaging apps can definitely turn into m-shops in the future.


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Connect with the relevant audience & optimise your business prospects. Drop me a line at neelanjana@affle.com to explore strategic marketing solutions for your brand using Affle’s MAAS platform.

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