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Content platform Lockscreen Glance had 163 million active users in Q3 2021, according to Counterpoint Research’s Quarterly Mobile Application Tracker. Glance’s active user base has grown steadily since its inception. Its active user base, which now consists of 30% of smartphone users in India, grew by 8% QoQ in Q3 2021.
Glance enables its users to access a wide range of content, including live interactive content, on their smartphone lock screens. This content is curated by top publishers and developers in India in categories such as Sports, News, Fashion, Travel, Food, Business and Entertainment.
Commenting on the development, research analyst Arushi Chawla said, “The lock screen is the most visited real estate on a smartphone. It’s the first screen users see every time they unlock their smartphone. Being present on this surface, Glance makes it easier to discover content and improves engagement with interactive streaming, compared to any other in-app event functionality that requires users to log in. Glance’s recent foray into LIVE interactive content has also helped differentiate it as a platform and helped increase its user engagement levels.
Chawla added, “According to our estimates, approximately one billion smartphones will be sold in the next five years in India, which presents a huge opportunity for a content platform to grow using the Hardware as a Distribution model ( HaaD). As a multilingual app pre-installed in many leading smartphone manufacturers, it serves as a gateway to the latest content for many first-time smartphone users. »
Glance’s active presence is very prominent in the $100-$250 price segment. Where about two-thirds of active users came from that price bracket. The affordable upper middle premium ($250+) also comprises around 20% of Glance’s active user base.
Glance continues to build engaging ways to create traction on the platform. With the launch of Glance LIVE and an increase in real-time interactive content, Glance is gradually bringing something new to content delivery. Content from top Roposo creators on the Glance lock screen platform has also increased the uniqueness of content.
India is a price sensitive and highly competitive market for OEMs. In many cases, this directly affects their operating margin and their ability to maintain their position in the market. As market dynamics shift from competing at the hardware level to providing an overall holistic experience, much of the OEM strategy will focus on maximizing customer lifetime value. In such a scenario, long-term loyalty and value creation will depend on providing differentiating over-the-top services. Content will definitely play a key role in building brand loyalty.
Commenting on this, Senior Research Analyst Pavel Naiya said, “Glance has created unique positioning by introducing the use of the lock screen as an asset for content discovery and by launching live interactive content. As more OEMs look to build deeper, longer-term content strategies for users, having a content platform like Glance on devices can add great value. Glance can also be integrated deeper as a feature or can be added as an additional system update to optimize its performance as consumer preferences evolve.
Over the past year, Glance has expanded its user base beyond India and is currently also available on devices in Southeast Asia.
Methodology
Glance mobile app presence is calculated from our panel database of over 1 million active smartphone users. Glance’s model-level penetration data and active user ratio were extrapolated to our monthly smartphone installed base data using various parameters such as brand, model and price range to predict the base of smartphones. active Glance users. We expect the results to have a statistical precision of +/- 5% at the 90% confidence interval.
This is a sponsored survey to better understand the brand’s presence in the Indian smartphone market.
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Counterpoint Technology Market Research All rights reserved. Reproduction of this publication in any form without prior written permission is prohibited. The information contained herein was obtained from sources believed to be reliable. However, we disclaim all warranties as to the accuracy and completeness of this report. Counterpoint accepts no liability for errors, omissions or inadequacies in the information contained and for any direct/indirect damage. All opinions and estimates contained herein are subject to change without notice.
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