Survey findings of Vuclip's mobile users demographics and video viewing behavior in India. The survey was conducted by Millward Brown.

1. SURVEY FINDINGS OF DEMOGRAPHICS OF VUCLIP USERS
& THEIR VIDEO VIEWING BEHAVIOR

2. Strategic Objective
Non-Metro:
1) Understand VUCLIP user base from non-
metro/smaller telecom circles
2) Identifying details in terms of engagement
levels with mobile video & intention to view
more mobile video in the future
Metro:
1) Understand the viewership on smart phones
and in more urban areas

3. 3
And
who
did we
meet?

4. To begin with, here is a snapshot of the people on Vuclip platform
58% of the study audience were from Metros
42% of the study audience were from Non-Metros/smaller towns
47%were in the age group of 18 to 24 years (observed across metro & non-metros)
36%were in the age group of 25 to 34 years (observed across metro & non-metros)
77%of audience consists of Males (Overall)
23%of respondents were Females (Overall)

5. Among the Metro users, about a third of the population are based in
Mumbai and Delhi
20%
14%
7%
6%
5%
7%
42%
Delhi
Mumbai
Chennai
Bangalore
Kolkata
Hyderaba
d
Non
Metros
OVERALL
Zones
Non
Metro
North 14%
South 9%
East 9%
West 9%
Unclassified 59%
Majority of Non Metro
users have not
specified their
respective centres
504Base
Where is our audience from?

6. Do we know anything about their age?
The respondents are majorly in the age bracket of 18-24 years
Age Overall Metro Non Metro
Base 504 293 211
<18 3% 3% 3%
18-24 47% 47% 47%
25-34 36% 35% 37%
35-49 12% 14% 9%
50+ 3% 2% 3%

7. What is the gender distribution of our audience?
We see majority of Males across town-classes. However in Non Metro there
are more females as compared to the Metro counterparts
62%
88%
38%
12%
Metro | Non-Metro
Base : 504
MALES FEMALES

8. What did we capture?

9. Demographic details about the users
Age
Gender
City
Education
Brand of the devices used
Behavior
Watching videos on Mobile or Web or both
Preferred medium/screen
Connectivity of users
Frequency of watching mobile videos
Genres of mobile video content they consume on mobile
Preferred length of video content (long vs. short)
Intention to view more video in the future
INFORMATION AREA

10. Are these audience brand and price conscious?

11. What brands of mobile PHONES do our audience
use?
Samsung followed by Nokia are the dominant handset players in Metro,
however Nokia ahead of Samsung in Non Metro
15%
41%
2% 2%
7%
3%
19%
11%
36%
33%
0% 0%
3% 2%
7%
18%
Metro Non Metro
Base : 504

12. What are the costs of their mobile phones?
Non metros claim to use less expensive phones as compared to Metros
Cost of Mobile Device Metro Non Metro
Base 293 211
Rs 1000 to 4000 26% 44%
Rs 4001 to 8000 34% 32%
Rs 8001 to 15000 23% 16%
Above 15000 16% 9%
Base : 504

13. What type of Internet Connection they own?
Majority of the viewers are using 2G connection. Metro users have a higher
penetration of 3G connection & Wi-Fi…
24% 18%
58%
METRO 2G
3G
WI-FI
19%
8%
73%
Non-Metro
Base : 504

14. What are their VIDEO
viewing habits?

15. Majority of audience prefer to watch
videos on mobile
87%
9% 4%
81%
12% 7%
NON-METRO
METRO
MOBILES LAPTOPS TABLETS

16. How often do they watch a mobile video on
their handset?
These audience are heavy video viewers !!!
Frequency of watching a mobile video Metro Non Metro
Base 293 211
Everyday 56% 60%
Once in 2 -3 days 25% 26%
Once in a week 12% 9%
Once in a month 5% 1%
Less than once a month 2% 4%

17. We see metro consumers enjoying the video for more than 5 mins while
Non metros prefer less than a minute.
More than 5 mins
3 to 5 Mins
1 to 2 Mins
Less than 1 min
59%
32%
6%
3%
24%
26%
11%
39%
Metro
Non Metro
What is the duration of video preferred?
Base : 504

18. When do they watch a mobile video
People mostly watch videos while at home
While TravellingAt Home At Work
72%
72%
12%
32%
19%
20%
METRO
NON-METROBase : 504

19. What Genre do they like watching?
Majority of the audience is keen on watching movies and music! Within
Non- Metro Lifestyle, TV shows & entertainment are also quite popular….
Genres of videos liked Overall Metro Non Metro
Base 504 293 211
Movies & Music 61% 61% 60%
Lifestyle 15% 10% 23%
News 12% 10% 16%
Sports 10% 11% 9%
TV Shows & Entertainment 29% 18% 43%
Regional 12% 5% 21%
Others 9% 8% 11%

20. Summary
01
02
AUDIENCE
CONTENT
03
BEHAVIOR
• People watching mobile videos using VUCLIP have a skew of young set i.e. (18-24 yr. old)
• Also they are mostly Males (77%). Within Non Metro the female proportion of viewers quite
high compared to Metro centres.
• Within Metros about a third of the viewing population is concentrated in Mumbai and Delhi.
• Samsung is market leader in Metros among audience while Nokia holds Non Metro markets
• Metro users claim to spend more on their handsets.
• Movies & Music is mostly watched. Among Non Metro other genres like Lifestyle, TV
show & Entertainment is also popular.
• 2G is the most popular connection and 3G penetration is yet to percolate to the Non
Metros.
• Non Metro viewers seem to be more likely to have future considerations for watching
online videos.
• The viewers mostly use mobile as the device of choice while watching videos, within Non
Metros the proportion is slightly higher.
• Viewing length is generally more in the Metros while Non metros prefer shorter
videos.
• People prefer to watch the videos mostly at home and access the videos daily. Among Non
– Metro users slightly higher incidence of watching videos while travelling / at work is
observed.

21. APPENDIX

22. Overall we have graduates and above in our consumer base of the
study, however in Non Metros we see a higher skew for them.
Education All Metro Non Metro
Base 504 293 211
Grad/Post Grad. (Professional) 26% 26% 26%
Grad/Post Grad. (Normal) 30% 27% 34%
College but not graduates 23% 23% 23%
High School/Secondary High School 16% 17% 15%
Primary School 1% 2% 0%
Not educated 4% 5% 2%
Profile : Education

23. Likeability to consider watching videos on
mobile
Non Metro viewers seems strong on future consideration.
Likeability to consider watching videos on
mobile
All Metro Non Metro
Base 504 293 211
Very Likely 53% 48% 58%
Somewhat Likely 12% 12% 12%
Neutral 31% 34% 26%
Somewhat Unlikely 2% 2% 1%
Very Unlikely 3% 3% 3%

24. THANK YOU !!!