Bobble AI, one of the world’s leading AI-powered mobile keyboard platforms, has come out with groundbreaking research that questions the conventional assumption regarding purchasing premium products from users of costlier smartphones.
For far too long, ad land has clung to a myth: owning a high-end smartphone is required to engage with premium products. Bobble AI has broken the myth: middle-range smartphone consumers are the richest customers of luxury goods and services.
The study was conducted by the Market Intelligence division of Bobble AI, surveying real online behavior among smartphone users.
Dedicated to Privacy and Ethical Data UseBobble AI respects user privacy and ensured that the study was conducted in an ethical manner, and all data was anonymized and aggregated in a fashion such that it did not reveal the information of the respondents.
Market Intelligence by Bobble AI categorized smartphone users into three groups based on the cost of their smartphone handset: high-end handset ₹20,000 or above, mid-range from ₹9,000 to ₹20,000, and low-end with less than ₹9,000. The study was divided into two core areas: Intent Affinity and Premium App Usage. Analyzing the digital footprint from the lens of Google searches and chat platforms, they could pinpoint what users aspired for: premium goods and services. Subsequently, they analyzed user engagement with premium apps-which concentrated on four product categories-premium fashion, automobiles, OTT subscriptions, and hospitality, all a signification of high-end desires and experiences.
Affinity picked through Chat and search data
The data reflects the outlook that more than 60% of the searches and chats for premium products were among the mid-range users, followed by low-end users at 26.41%, while to great surprise, there are the least affinities between the highend handset users for the premium products which amounts to 9.88%.
Per the report, it was further discovered that the mid-range handset users had the greatest affinity for all four premium categories. In connection with the high-end handset users, the affinity came in highest for OTT at 11.69%.
Hence, it can be confidently said that the premium products enjoy the most affinity from the mid-range handset users who utterly contradict the assumption that the premium products would be of highest interest to the high-end handset users.
App Usage Metrics
The Market Intelligence unit of Bobble AI also measured the app metrics for the premium apps based on the handset usage.
Open Rate,The Open rate depicts the number of active users of the premium apps, the metric was seen highest for low-end handset users that reflects aspirational engagement, but the numbers of mid-range users narrate an interesting story when read with the chat and search data; although about the same proportion of users are opening the premium apps among the high-end and mid-range users, yet a vast majority of the mid-range users are searching for specific products whereas, more than 90% o the high-end users aren’t searching for products but are mostly scrolling through the apps.
Average Session Counts per User Average Session Count per user (ASCU) is defined as the amount of engagement the users have with the premium apps. The data shows that the ASU is the highest for the high-end cell phone users, however, the users of mid-range cell phones are a close second and the difference between the high-end users and the mid-range users isn’t significant hence, the behavior of mid-range users is almost congruent to the behavior of the high-end users. However, as the report established through the Open rate metric, the mid-range users are the ones who are accessing the apps with a purpose. Average Session DurationLastly, we take a glance at average time spent by the users on premium apps; an overall metric for this aspect calculated would paint a very “not real” picture as the nature of categories of Apps that fall under the scope of the study are very different in nature. There are a few interesting results in the metric, The “Premium Fashion” category has indicated that the low-end users have the maximum sessions on the Apps, the medium-range users come next, and the high-end handset users have the least sessions.
While the trend reverses in the case of OTT subscribers.
However, trends for automobile apps and hospitality apps throw up some interesting findings. Wherein as Automobile Apps, session time in the high-end and medium-range handset holders are almost alike whereas on low end handset holders are lagging. On the other hand, in Hospitality Apps, high-end handset owners are leading the pack followed by medium-range and low-end users with almost the same lag behind them. Conclusion The data that the report delivers goes a long way in breaking the perception of the relationship between holding an expensive handset and being interested in premium products. It shows through the report that though the usage of premium apps is significant among owners of high-end mobile handsets, still, the users of medium-range are at the same level of engagement with the premium apps and products.
The report gives an insight into how advertisers can leverage Data-Driven insights using AI powered tools like Bobble AI, which prove to be of paramount importance in consumer behavior and preferences.
It goes on to establish a point that advertisers could reach further and ROI much further than they already were by including mid-range smartphone users in their campaigns with the expansion of
Leave a Reply