1) Smartphone and mobile internet usage is growing rapidly in India, with overall smartphone penetration reaching 45% in 2015, up from 38% in 2013. Instant messaging, social networking, and bill payments are some of the most popular smartphone services. 2) Mobile broadband consumer groups in India are hugely varied, ranging from prudent business users to tech enthusiasts to image-conscious socialites. Around 1/3 of urban Indians now use smartphones. 3) Adoption barriers include high device and data costs, lack of digital literacy, and indoor and outdoor connectivity issues that are more commonly experienced in small to mid-sized cities. Over half of users do not see mobile internet as useful.

1. Instant
messaging
64%
Banking
38%
Bill payments
25%
Social
networking
61%
E-commerce
17%
Prudent business usersProgressive aspirers
Female homemakers
However, other
services are
increasingly
being used
Most popular
smartphone
services
in India
LOCATION ALSO BRINGS CHALLENGES4
4x
growth in the
number of users
aged 50 plus
since 2013
Overall
smartphone
penetration
34%38%
in 2013
45%
in 2015
20%
in 2013
34%
in 2015
63%
64%
Indoor
issues
Quality and reliability
Web page load time
62%
68%
Outdoor
issues
Experienced in small to mid-size cities
Session and app failures
www. b
High cost 88%
No difference seen
in 2G and 3G speeds
48%
Lack of
digital literacy
30%
Do not see it as useful 53%
DIVERSE USER GROUPS5
BARRIERS TO ADOPTION3GROWING APPETITE FOR SERVICES2
EVOLVING DEMOGRAPHICS1
Conservative seniors Technosumers
Image conscious socialites
33%
27%
41%
Tech enthusiasts
Mobile broadband consumer groups
are hugely varied
Around 1 in 3 people uses
smartphones in urban India
An increase in low
socioeconomic users
2G
3G
14%
20%
The changing mobile broadband landscape
Across urban India, mobile broadband adoption and usage is growing, and user nehavior is evolving rapidly.
Diverse smartphone mobile internet users differ in their needs, use of services, and expectations of mobile broadband.
DIFFERENT FUTURE NEEDS
Big non-metros and large cities
Top 8 Indian metros
Mid-size and small cities