55% Users Access Content On Mobile Lock Screens From Tier-1 Cities: Report
Glance released the Glance Smart Lock Screen Trends Report India 2024, highlighting a change in user interaction with digital content. The report identifies the surge of 'glancing' as a new trend for exploring personalised content and experiences on Smart Lock Screens for 235 million active users.
The report underscores that users across the board are increasingly turning to their Glance Smart Lock Screen to get live updates of major premium events, for which television used to be a preferred medium not long ago. Glance provided real-time updates for events like IPL, Cricket World Cup, FIFA WC Qualifiers, Men’s Kabaddi and Women’s cricket to millions of sports enthusiasts in 2023. During the IPL and Cricket World Cup, the live score widget on Glance attracted 3.5 million daily active users (DAUs). Additionally, Glance featured exclusive content and live shows for Bigg Boss Season 17, accumulating 6 billion glances during the season.
The report emphasises the growing trend of users actively engaging with content in their preferred languages. Daily, nearly 550 million 'glances' were recorded for content in regional languages. Among the top 25 pieces of content in the past year, 10 were focused on regional subjects such as news, movies and local topics. Regional language content was accessed almost twice as frequently as English content, indicating a rising demand for personalised linguistic experiences.
Bikash Chowdhury, Chief Marketing Officer, Glance said, “With over 235 million Indians engaging with content and internet experiences through their Smart Lock Screens, Glance is uniquely positioned to understand the pulse of the users across the nation. Our Glance Smart Lock Screen Trends Report India 2024 captures these distinctive user habits, throwing light on this dynamic space and showcasing how Glance enriches every moment of their lives. As we progress, we remain dedicated to delivering intuitive experiences that align with our users' discernment, intelligence, and foresight, ultimately enhancing the broader ecosystem."
In terms of user consumption, the leading content categories were national news, sports and entertainment, comprising 19 per cent, 18 per cent and 16 per cent of the total, respectively. Major national events such as G20 and Chandrayaan garnered 4 billion and 2 billion glances, respectively, highlighting Indian users' keen interest in the country's global endeavours.
Vasuta Agarwal, Chief Business Officer, InMobi Group said, “With India's shift to a mobile-first market, consumer interaction dynamics are rapidly evolving. Users seek seamless experiences, valuing instant access to information, services, and entertainment even before unlocking their smartphones. This transformation highlights the lock screen's newfound significance as a dynamic platform for brands and advertisers to engage meaningfully with consumers."
According to the report, 55 per cent of users accessing content on their mobile lock screens were from tier-1 cities, while tier-II and III cities accounted for the remaining 45 per cent. Regarding demographics, the trend of 'glancing' has expanded across various age groups, although it is predominantly favoured by users aged 24 and below, comprising 47 per cent of the total. Additionally, males show a greater inclination towards discovering and consuming content on Smart Lock Screens compared to females, with a ratio of 61:39.
Amid an 80 per cent increase in content consumption, navigating the information-heavy landscape poses challenges. Traditional smartphone usage entails toggling between numerous apps, leading to user fatigue and a 75 per cent drop-off rate within the initial day for most apps.
