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<ul><li>Fintech app PhonePe supasses <keyword id="6357120" type="General" weightage="80" keywordseo="paytm" source="Orion">Paytm</keyword> in advertising war. </li><li><keyword id="830092" type="General" weightage="80" keywordseo="zomato" source="Orion">Zomato</keyword> – despite not opting for IPL advertising – led almost all metrics in the food category, edging out <keyword id="6358977" type="General" weightage="100" keywordseo="swiggy" source="Orion">Swiggy</keyword>. </li><li>Among the shopping apps, Meesho’s open rate – or the number of times users logged on to the app – declined from pre-IPL to post-IPL , whereas <keyword id="319719" type="General" weightage="50" keywordseo="myntra" source="Orion">Myntra</keyword>’s grew. </li></ul>IPL advertising gives brands access to millions of Indians – the 2022 edition had a total of 229 million television viewers. It is often referred to as ‘India’s Superbowl’ in terms of advertising worth. Bobble AI’s latest market intelligence report analysed data from 80 million android smartphones to study the impact of IPL advertising by a range of apps including Myntra, Dream11, Meesho, <keyword id="685487" type="General" weightage="20" keywordseo="spotify" source="Orion">Spotify</keyword>, Swiggy, and <keyword id="12651286" type="General" weightage="50" keywordseo="tata-neu" source="Orion">Tata Neu</keyword>. An analysis of the impact of television advertising around IPL has found that fintech application PhonePe reaped the maximum benefits with highest user penetration rate post-IPL. This was followed by Paytm and Meesho. PhonePe, Myntra and Dream11 saw the largest increase in the average session per user post IPL. Average session per user is defined as the average number of times the app is opened in the given timeframe. However, Zomato led almost all the metrics in the food category, despite not opting for IPL advertising. The report studied smartphone user behaviour during three time frames – Pre IPL 2022, During IPL 2022 and Post IPL 2022. The majority of users during IPL were aged between 18-24 years, the survey found. Tata Neu download surged above 8000% but didn’t gain users post IPL The total installations increased exponentially for the Tata Neu app (8438.1%) as the app's marketing was launched with IPL. Despite this, Tata Neu didn’t gain any users post-IPL and users didn’t open the app after 15 days of downloading it. PhonePe app scored over Paytm in the number of app downloads. Spotify and Swiggy also saw a spike of more than 50% in installations. Dream 11 saw over 79% increase in app downloads across the three periods. New app installations for Myntra were 25 times higher than that of Meesho’s. “Advertising during the IPL skyrockets, giving brands a significant amount of reach to their existing customers and target audience. Zomato and PhonePe surpassed their competitors Swiggy and Paytm in almost every category, including the overall market penetration. Since the pandemic, online platforms have gained steady ground,” said <keyword id="718190" type="General" weightage="50" keywordseo="tabrez-alam" source="Orion">Tabrez Alam</keyword>, chief of business strategy, Bobble AI. Bobble AI’s report said that most of the apps gained in terms of average session per user (ASU) except for Tata Neu – which saw a 67% reduction. PhonePe reported an over 22% increase in ASU, beating Paytm that saw a near 14% rise in ASU post IPL. However, there was no change in ASU for the Swiggy app. Dream11 saw an 83% increase in active users (AUs) during IPL. Active users are the total users who were active on the said application in the given timeframe. Myntra’s AUs were substantially higher than Meesho's. PhonePe edged out Paytm for AUs in the fintech industry. Zomato overtakes Swiggy without IPL advertising Bobble AI also analysed whether advertising during IPL gave an edge to Swiggy over Zomato or not. The data showed that Swiggy didn’t get any such edge. Zomato performed better than Swiggy on all metrics apart from the churn rate. Churn rate is the percentage of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days. Zomato’s open rate (7.3%) – defined as the number of times users logged into an app – was more than Swiggy’s (1.93%). Zomato had over 38% more active users than Swiggy during IPL. Advertising during IPL didn’t help Swiggy perform better than Zomato, its main competitor. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indians-are-buying-more-appliances-like-vacuum-cleaners-microwaves-after-the-pandemic-flipkart/articleshow/94330469.cms">Indians are buying more appliances like vacuum cleaners, microwaves after the pandemic: Flipkart</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/enterprise/news/milliseconds-matter-in-a-digital-first-world-says-salesforce-as-it-launches-real-time-data-platform/articleshow/94330258.cms">Milliseconds matter in a digital-first world, says Salesforce as it launches real-time data platform</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/despite-inflation-8-out-of-10-people-intend-to-increase-spending-on-health-and-wellness-accenture-report/articleshow/94329579.cms">Despite inflation, 8 out of 10 people intend to increase spending on health and wellness : Accenture report</a>

PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

<ul><li><keyword id="7980696" type="General" weightage="20" keywordseo="Bobble-AI" source="Orion">Bobble AI</keyword>, a conversation media platform, has come up with a market intelligence data report focusing on women users (Gender Declared Data) for six key sectors (<keyword id="436047" type="General" weightage="20" keywordseo="ecommerce" source="Orion">eCommerce</keyword>, Beauty, Fashion eCommerce, Health and Fitness, Finance, <keyword id="6355445" type="General" weightage="100" keywordseo="education" source="Orion">Education</keyword>) in India. </li><li>Bobble’s report is based on its over 50 million smartphone users’ (in 640+ Indian cities) data processed in a privacy-compliant manner.</li></ul>The Indian e-commerce industry witnessed an uptick in women smartphone users since the beginning of 2022 but interestingly when it comes to spending more time online, Indian women are more keen on using education &amp; finance applications which are supposed to be the male dominant space. Bobble AI, India’s largest conversation media platform, has come up with a market intelligence data report focusing on women users (Gender Declared Data) for six key sectors (eCommerce, Beauty, Fashion eCommerce, Health and Fitness, Finance, Education) in India. Bobble’s report is based on its over 50 million smartphone users’ (in 640+ Indian cities) data processed in a privacy-compliant manner. Ecommerce recorded a 66.28% market share and almost 71% Active users share when compared to other categories analysed. The data also revealed an exponential increase in the average time spent by the users on finance and education apps on a monthly basis. In February 2022, users spent an average of almost 2 hours per month on finance apps, and more than an hour per month on education apps even though their market share is considerably less when compared to other categories. At the same time, ‘Avg. Time Spent’ on other categories was 42 minutes for E-Commerce, 19 minutes for Beauty, 25 minutes for Fashion Ecommerce and 20 minutes for Health and Fitness. When comparing the market share distribution of the two biggest e-commerce players for new female users acquired in Feb 2022, we noticed that <keyword id="6354742" type="General" weightage="20" keywordseo="flipkart" source="Orion">Flipkart</keyword> zoomed past <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> by acquiring 65.6% of the new female users over February while Amazon acquired 34.4%. Vivo was the most searched keyword by women on Flipkart. Other prominent keywords searched were Lipstick, Mascara, Loreal, Lakme and Serum in the Beauty category and Tops, Kurti, Heels, Jeans and Party wear in the Fashion e-commerce category. The report further mentions that female smartphone users (Bobble keyboard users) are largely engaging in the finance and education sectors more than ever before, owing to their interest in investments and for making better informed decisions. Higher engagement in the education sector can also be due to an increase in online classes/sessions. Apart from smartphones in the top searches, the report observes an increasing trend in searches for gadgets like smartwatches, earphones, earbuds, followed by apparel. These data points enable ecommerce businesses to mindfully build strategic communication using conversational marketing. <keyword id="718190" type="General" weightage="20" keywordseo="tabrez-alam" source="Orion">Tabrez Alam</keyword>, Chief Data &amp; Strategy Officer - Data Strategies, Bobble AI, stated, " It’s truly delightful to see more women engaging in finance and education applications; this reflects the ground level change in Indian society where women are not just aware of their personality and lifestyle choices but they are equally concerned about their education, career, growth, financial planning &amp; economic freedom. This report also brings out an amazing insight &amp; incredible actionable data on rapidly changing women smartphone users' consumer behaviour that is highly relevant and critical for brands targeting women to ensure its success. Thus, through Bobble AI, we are on a quest to offer data-backed analysis to brands and individuals so that they may comprehend general trends and experience agility in building equity and recognition among their relevant target audiences.” The fast-growing industry segments such as finance and education have a promising future ahead and are brimming with opportunity. According to the findings of Bobble AI, the financial and education sectors are increasing women's access to credit and investment prospects and promoting empowerment and equity. Hence, these sectors are expected to thrive in the coming years.

Female smartphone users are engaging with the finance and education sectors more than ever before: Bobble AI Report

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PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

Eetika Kapoor

Female smartphone users are engaging with the finance and education sectors more than ever before: Bobble AI Report

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