EMERGING MARKETS MATTER

The Jana Index is a curated collection of data and insights highlighting the growth of mobile and advertising in emerging markets. We combine the best market research available across 30 credible sources with our first-party analysis of the smartphone habits of our 30m mCent users, to create an emerging market resource available at your fingertips.

 

Jana recently hosted a webinar introducing the Jana Index. Please click here to view the recording and download the slides

 

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EMERGING MARKETS IN 2020

5.5

BILLION

CONSUMERS

$24

TRILLION

ANNUAL CONSUMPTION

$330

BILLION

ADVERTISING SPEND

5.3

BILLION

SMARTPHONE SUBSCRIPTIONS

90%

ANDROID PENETRATION

10X

GROWTH IN MOBILE DATA DEMAND SINCE 2015

THE NEXT BILLION: THE RISE OF THE NEW MIDDLE CLASS

600

MILLION

AMONG INDIA'S MIDDLE CLASS

50%

OF THE WORLD’S COLLEGE-EDUCATED WORKFORCE WILL BE IN CHINA AND INDIA BY 2030

As GDP rises in countries like India, a new middle class is emerging. People spending between $2 and $10 per day now make up nearly half of India's population.

 

Increased access to education influences GDP growth. This is especially true in emerging markets. Half of the world's college-educated workforce will come from China and India by 2030. 

Global Consumption

 

 

By 2020, consumption in emerging market countries will double. 

AFFORDABLE SMARTPHONES HAVE SPARKED THE MOBILE-FIRST REVOLUTION

90%

of global smartphone subscriptions in 2020 will be in emerging markets

Since 2011, the average price of an Android has dropped 45%, from $380 to

$208

93%

of emerging market smartphone users use social media apps daily

42%

of emerging market smartphone users play mobile games daily

MOBILE GROWTH IN EMERGING MARKETS IS CHANGING THE ADVERTISING ECOSYSTEM

Between 2015 and 2018, mobile ad spend in countries like India, Indonesia, and Brazil is expected to grow at triple and quadruple-digit rates. The mobile advertising market will surpass $1B by 2018 in each country.

INDIA

INDIA

INDONESIA

INDONASIA

BRAZIL

BRAZIL

89% Growth in Digital Ad Spend

in India Between 

2015 and 2018

 
Cash Image

50% of Digital Ad Spend in India Will Shift to Mobile by 2020 

(Currently 17%)

Mobile Image

FEATURED DATA

SMARTPHONE ACCESS IS INCREASING, BUT DATA COSTS REMAIN HIGH

Smartphone Growth

The rise in smartphone adoption in emerging markets is tied directly to the affordability of these devices. However, the mobile data needed to use these phones can be relatively expensive in emerging markets.

 

Local Brands Market Share

 

Large, established mobile manufacturers are losing marketshare to local brands, such as Micromax and Intex. The minimum cost of a smartphone has decreased by more than half since 2013. The cost of a phone itself is no longer the gatekeeper to connection that it once was.

Data Costs

Smartphone Market Share


 

ADVERTISING TRENDS IN EMERGING MARKETS

As the amount of time a user spends on mobile increases, advertisers are shifting their ad spend to meet them where they are—on their smartphones. One of the fastest growing emerging markets for mobile advertising is India. By 2020, mobile Internet ad spend in India will increase by 5x. 

 

Mexico Spend

Mobile advertising is also on the rise in Mexico. Mobile ad spending there this year will account for one in 10 total advertising dollars. This figure will rise to one in four by 2020.

 

 

USERS' FAVORITE APPS VARY BY COUNTRY

TOP 5 APPS BY AVERAGE DAU (JUNE'16)

Asset_6

The list of users' favorite apps can vary greatly by country. These prereferences are influenced by local network effects, cultural nuances, and languages. There are many ways to measure the popularity of a particular app, but the most useful metric is the average number of daily active users (DAU.)

 

The number of DAU of an app signify evaluation of the app, or habitual, consistent usage. Many app developers optimize their app to increase DAU, because it measures loyalty among existing users.

TOP MOBILE GAMES (MAY '16)

Asset111

Games, Social media, and Media are three of the most popular app categories in emerging markets, but the top five apps in each category can be as diverse as the country themselves. For instance, BBM is the top used social media app in Indonesia, but it doen't even rank among the top 10 in Brazil or India.

 

Mobile games are also extremely popular in emerging markets, with 42% of all smartphone users across emerging markets play a mobile game daily.

 

 

OUR SOURCES

  • ZenithOptimedia
  • World Bank
  • McKinsey Global Institute
  • Quartz
  • Morgan Stanley
  • OECD
  • Ericsson
  • Mary Meeker
  • Mashable
  • App Annie
  • International Business Times
  • Times of India
  • eMarketer
  • Statista
  • Venture Beat
  • GSMA
  • PWC
  • Business Wire
  • Tech in Asia
  • MMA
  • AppLift
  • Santander
  • Forbes
  • Aqute
  • IDC
  • Economic Times
  • Bloomberg 
  • The Hindu
  • WSJ
  • Business Insider
  • Engadget
  • ITU
  • ILO
  • Teleco
  • Nielsen
  • Goldman Sachs
  • EY
  • First-party data based on apps detected for a sampling of mCent users
  • User Interviews
  • Primary in-market research

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