How Indians are using their mobile phones, showing evolution

According to a Deloitte consultancy survey in India, questioning around 2000 adults, Mobile users in India are adopting increasingly diverse habits on their mobile phones. Underlining that wireless devices are moving beyond voice calls, becoming information and entertainment channels instead.

Deloitte’s conclusion:

"While the computer and internet empowered urban India, it is the mobile which is bridging the digital divide and making it the perfect medium for delivering a variety of services and content".

What survey found and other bits:

1) Estimated traffic levels on mobile could expand 300 times by 2025

2) The estimated value of value-added services on mobile may hit $ 4 billion in 2013.

3) 8 in every ten OR 80% of mobile subscribers had been exposed to advertising on their phone, and 36% of of those exposed took some form of positive action -- like buying a product, subscribing to the advertised service, or propagating -- in response.

4) Increasing smartphone penetration (increasing number of people opting for smartphones) should stimulate greater interest among brand owners, to choose mobile phones as their medium of advertising. As 87% of consumers now possessing an iPhone or similar smart device browse the web through these gadgets.

5) The study sees the current response to mobile adverts not significant; but quite encouraging.

6) With fast spreading smartphones, mobile adverts are becoming even more visually compelling.

7) 57 out of every hundred mobile subscribers who had recently switched their mobile service provider, did so because of the poor coverage by their previous operator.

8) Nearly 75 percent of the respondents said that they would happily move between companies if their current provider failed to supply 3G access.

9) 7 out of every 10 mobile subscribers prefer paid options rather than contracts when it is 3G.

10) Extending their love for a mixed thali or platter in a restaurant; 30% of mobile users expressed a desire to combine packages from different operators, such as having a voice tariff from one, data plans with another. The move of handset makers towards "dual SIM" handsets may pave the way for this desire.

11) While chosing a connectivity provider, most mobile users opt for one which best meets their evolving requirements, regardless of the underlying technology.

12) A section of mobile users, which is growing in size, has a willingness to pay an extra price for guaranteed consistent coverage and high-speed connections. In short, this group is demanding dependable service.

13) Regarding the media they are most likely to consume in their 3G phones -- Live television, the internet, email and music downloads all seemed to make in the list. The media types which are seen as a must included, Video calls and entertainment, news, sport and current affairs.

14) Achieving differentiation in a market like India is increasingly becoming important as competition intensifies in sectors now yielding 80% of value-added revenue, like game-based apps, or music or ringtone downloads.

15) With official languages in the country more than number of alphabets in English language; creating material in maximum languages is an extra priority, realistically demanding at least ten variations to reach less developed areas.

16) Teledensity in rural regions of India (the number of people in rural India owing a mobile phone), is still 33% as of end March 2011. With 70 percent population living in villages, there is considerable future potential for growth.

17) Regarding how mobile services are being used in the rural areas; the study finds that they are being used for wide range of services based on user’s needs and situations. The study found the mobile to be assisting rural inhabitants in their profession and making themselves more productive. The mobile phone has also increased earning opportunities for rural people in cities.

The study finds services linked to governance, commerce, health and education could prove profitable segments to explore, especially if they are targeted and offer personalisation. --------

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