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Juxt India Mobile 2013 - Understanding Mobile Users and Usage in India
 

Juxt India Mobile 2013 - Understanding Mobile Users and Usage in India

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The most credible insights on Indian mobile users - ...

The most credible insights on Indian mobile users -

Exhaustive: Based on a survey of 30,066 households across 109 cities/towns and 196 villages (based on a sample of 121,311 individuals/53,005 mobile users)
Representative: The sample is representative of 94.8% of the Indian population (entire mainland India); covered 80 of the 88 NSSO regions

Provides -
A better understanding of the mobile universe
Insights into the demographics of mobile users
Insights into their usage of mobile services including VAS
Asset ownership/media usage of mobile owning households
Info at circle/operator/urban-rural/town class levels

Useful for -
Operators in understanding their customers better
Operators for tapping new revenue opportunities
Operators for benchmarking their key indicators versus competition
Marketers/Operators for leveraging mobile’s potential as a marketing channel

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    Juxt India Mobile 2013 - Understanding Mobile Users and Usage in India Juxt India Mobile 2013 - Understanding Mobile Users and Usage in India Presentation Transcript

    • India Mobile Landscape 2013 Topline Understanding Mobile Users and Usage in India Exclusively Marketed by -
    •  The most credible insights on Indian mobile users  Exhaustive: Based on a survey of 30,066 households across 109 cities/towns and 196 villages (based on a sample of 121,311 individuals/53,005 mobile users)  Representative: The sample is representative of 94.8% of the Indian population (entire mainland India); covered 80 of the 88 NSSO regions  Provides  A better understanding of the mobile universe  Insights into the demographics of mobile users  Insights into their usage of mobile services including VAS  Asset ownership/media usage of mobile owning households  Info at circle/operator/urban-rural/town class levels  Useful for  Operators in understanding their customers better  Operators for tapping new revenue opportunities  Operators for benchmarking their key indicators versus competition  Marketers/Operators for leveraging mobile’s potential as a marketing channel What is India Mobile Landscape 2013? 2
    • Findings At A Glance 3
    •  India has 554.8 million mobile users  Those users actively use 643.4 million SIMs (Active SIMs)  That is 1.16 active SIMs per user  But they have as many as 773.9 million valid SIMs which they may or may not be actively using (Live SIMs)  That is 1.4 live SIMs per user  Mobile penetration in urban India is 70%; in rural India, it is 36%  There are 23.8 million users who use Internet on their mobile phone using any data connection such as GPRS/EDGE/3G  As many as 110.8 million use services like music/games/video download/bill pay etc using operators’ portals.  95% of all active connections are pre-paid  93% of those are on GSM networks; 7% are on CDMA  9% of the 554.8 million mobile users use multiple SIMs The Mobile Universe 4
    •  Rural India has already overtaken urban India in mobile usage. 54% of the users are in villages  298 million mobile users in rural India, using 346.7 million active SIMs  256.2 million mobile users in urban India, using 296.7 million active SIMs  64% of the mobile users are male  Gender divide clearly visible: 55% penetration among male; 37% among female  More than 65% of the mobile users are below 35.  Penetration is highest (75%) among 19-24 age group  Still fairly low (44%) among teens and in 46-55 age group (44%)  Students (33%) and housewives (22%) together account for bulk (55%) of total mobile users  Mobile has clearly become a mass market product with fairly secular penetration across socio-economic categories, both in urban and rural India Understanding the Users 5
    •  There are 143.2 million Internet users in India  Includes all those who access Internet through one or more of the following: desktop/laptop; mobile data connections; mobile operators’ portals & smartTV  There are 23.8 million mobile data connection users  9.3 million of them access Internet only through mobile data connection . This exclusive mobile Internet users’ base was almost non-existent two years back  There are 110.4 million users who use operators’ portals (on-deck)  48.6 million of them do not access Internet any other way.  Fairly similar penetration of mobile data users among operators  Reliance is an exception. It lags behind while MTS is ahead of others  Very different usage by on-deck users and mobile data connection users  Content download (games/music) predominant usage of on-deck users  ‘Social’ is the word for data connection users: social networking, e-mailing, instant messaging, video share/watch top four apps for mobile data users The Rise and Rise of Data 6
    •  Rule of Three is clearly visible  Top three (Airtel, Vodafone, Idea) accounting for 69% of the user base  Airtel leads with 30% of the user base  With 24% of its customers in top three urban socio-economic categories, Vodafone has the best distributed portfolio  However, if ‘data’ and ‘rural’ are the next opportunities, Airtel clearly leads others  61% of Airtel users in villages  It accounts for 38% of all mobile data connection users  In the other potential segment, Youth, Idea leads, with 41% of its users being in the 13-24 age group  Airtel has a better gender ratio among the top three The Service Providers Battle 7
    •  India has 596.4 million handsets  As many as 93% of users have one handset each  Nokia still leads with 47% of the active handset subscriber base  Samsung follows at No 2 with close to half of that share  Micromax is No 3, but LG in striking distance at No 4  Handsets’ journey towards becoming all purpose devices unabated  More (51%) camera phones than non-camera phones among most used handsets  31% of all most used phones have megapixel cameras  Almost half (49%) most-used phones have Mp3 players  Only 18% have data connections (3% have 3G) in their most-used phones  83% of most-used phones in use are color phones  English is still the phone-e-tic language  83% of users operate phone in English language, followed by Hindi, which 9% users use The Handset Story 8
    • Juxt Mobile Snapshot ReportsTM 9
    • 1010 Overall Mobile User Level Dataset All Mobile Users – Demographics, Psychographics, Mobile Device Usage, Mobile Internet Usage India Mobile Universe Car & 2-wheeler owning mobile users Auto Owners Mobile Social media users on the Mobile Mobile Investors Consumer Segment Datasets (Individuals) Mobile Youth 13-24 year old mobile users Mobile Women Women mobile users Mobile Urbanites Mobile users by their SEC profile Mobile Socialites Students using mobile Mobile City/Circle Mobile users by town classes/Circles Mobile Borrowers Students Mobile Mobile using households as investors Mobile Banking/Payment users Mobile users who use banking/financial apps Reports for Brand Owners Mobile & Online Net users using internet on mobile Asset Owners Mobile Shoppers Mobile You can also create your own customized Consumer Segment Dataset!* from the Information Areas covered! Consumer Segment Datasets (Households) Mobile Intended Investors Mobile Bharat Rural Mobile users Family as a user of mobile phones Mobile Families Mobile using households: Where do they shop? Mobile using households as asset owners Mobile using households as users of loan products Mobile using households who intend to invest Mobile Users using mobile banking
    • Mobile Service Provider Reports  All Mobile Users  Urban vs. Rural  Post Paid vs. Pre Paid  GSM vs. CDMA  Women Mobile Users  Youth Mobile Users  Circle Type • Post Paid vs. Pre Paid • GSM vs. CDMA • Mobile Operators • Mobile Handset Brands • Mobile Handset Price Points  Circles • Urban vs. Rural • Post Paid vs. Pre Paid • GSM vs. CDMA • Mobile Operators • Mobile Handset Brands • Mobile Handset Price Point  Mobile Operators • Urban vs. Rural • Post Paid vs. Pre Paid • Circle Type, Circles • Mobile Handset Brands • Mobile Handset Price Point (Class Interval) • Multiple SIM users vs. Single SIM users • Post Paid vs. Pre Paid • GSM vs. CDMA • Recharge Value (Class Interval) You can also create your own customized Consumer Segment Dataset!* from the Information Areas covered!
    • Mobile Handset Reports  All Mobile Users  Handset Brands  Urban vs. Rural  Handset Brands  Post Paid vs. Pre Paid  Handset Brands  Handset Price Ranges  GSM vs. CDMA  Handset Brands  Handset Price Ranges  Women Mobile Users  Handset Brands  Handset Price Ranges  Youth Mobile Users  Handset Brands  Handset Price Ranges  Town class  Handset Brands  Handset Price Ranges  Occupation  Handset Brands  Handset Price Ranges  Generations  Handset Brands  Handset Price Ranges  Multiple SIM users vs. Single SIM users  Handset Brands  Handset Price Ranges  Recharge Value (Class Interval)  Handset Brands  Handset Price Ranges
    • Information Areas Covered 13
    •  Size Estimates of Mobile Users in India  All India, Rural/Urban, Town class-wise, Operator-wise, Circle-wise, GSM/CDMA, Prepaid/Postpaid  Total mobile phone using households, No. of mobile phones users per household, Total no. of connections (SIMs) and handsets in the household, Total no. of ‘active’ connections (SIMs) and ‘active’ handsets in the household  Total mobile phone using individuals, ‘Total’ as well as ‘active’ mobile phones per individual (SIMs and Handsets), No. and proportion of 3G connections, No. of 3G compatible handsets, No. of ‘dual SIM’ handsets  Personal Demographics/Geographics of Mobile Users  Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE, other earning or dependent member of the HH, Occupation, Individual Income (if earning)  Education, Medium of Education, Mother Tongue, Preferred language of reading, Religion  Region, State, Telecom circles, Urban/Rural, Circle Type, City Type, Village Type, Top 20 individual urban districts Information Snapshot 14
    •  Household Profile of Mobile Users  Family size, Family classification by lifecycle stage  Highest occupation & education levels in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification  Monthly Household Income (MHI), No. of earning members in the family, Average per capita household income  Ownership status and size (carpet area) of house living in  Asset owned in the household (House, Car, Motorcycle, Scooter, Bicycle, TV, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio)  Loans Taken in the Household (Home Loan, Car Loan, Two Wheeler Loan, Educational Loan, Consumer Durable Loan, Business Loan, Personal Loan, Agricultural Loan, Health/Marriage/Social Occasion Loan)  Financial Assets in the Household (Equity, Bank FDs, Chit Fund, Land, House, Shop/Commercial Property, Jewlery) Information Snapshot 15
    •  Household Profile of Mobile Users (Cont’d)  Intended Investment in the Household (Real Estate, Equity, Jewelry, Insurance, Higher Education)  Intended Major Expenditure in the Household (Automobile, Furniture, Home Improvement, International Travel, Large Social Events, Payment of Past Loan)  Usage of Mobile Service  No. of SIMs, Service providers of all SIMs, Type of connection technology, Type of connection plan  Average minutes talked daily, Monthly bill, Whether uses internet on any of these SIMs, Mode of accessing internet on mobile phone (or reason for not using internet on mobile), Usage of Operator Portals  Service Provider of most used SIM, Voice and Data Services subscribed on this most used connection, Type and brand of mobile applications used on this most used connection  Usage of Mobile Handset  Brands, Features, Single/Multiple SIM handsets Information Snapshot 16
    • Methodology 17
    •  Most ‘recent and representative’ survey-based estimates of mobile phone users in urban and rural India  User-ship estimates based on a very large land survey of over 121,311 individuals spread across all mainland states & union territories (covering all the telecom circles) of the country. Survey conducted in May–July 2013 among 24225 households in 109 towns and 5,841 households in 196 villages – a total of over 30,066 households  Most ‘comprehensive’ profiling of Indian mobile users – in their demographics, socio-economic and key mobile usage dynamics  A deeper profiling of the Indian mobile users, their consumption lifestyle and their mobile usage - including details about their location, economic status, and their mobile handset and service usage patterns and preferences  Demographic profiling and individual level SIM and handset ownerships data is based on all mobile using individuals living in the surveyed households. Mobile usage details and lifestyle profiling is based on the mobile using respondent members in the surveyed households (those answering questions on behalf of their respective households) Offline Enumeration Study Overview 18
    •  A large-scale land survey was conducted to profile and estimate the Indian mobile users. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 80 of the total 88 regions in India as classified by NSSO) – all 23 telecom circles were covered extensively  Though the selection of towns and villages was ‘purposive’, the sampling within the towns was done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of these randomly selected polling booths); within villages sampling was done on ‘systematic random’ basis (selection of every nth house in the village)  To estimate the mobile user-ship correctly and to make the findings representative of all mobile users in India (and not just of those surveyed), telecom circle-wise, urban town/village class and SEC combination level ‘household representation weights’ as derived from authentic ‘Govt. of India’ base-level population statistics (NSSO/Census 20111) were applied to the survey data Offline Enumeration Study Methodology 19
    • Offline Enumeration Study Geographical Coverage 20
    • Pricing 21
    •  A. Each Dataset (In MS Excel format) : Rs. 1,50,000  B. Analyzed Topline Report (in MS Power Point format) : Rs. 2,00,000  C. Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) : Rs. 1,75,000 per log-in  D. Custom queries (48hrs turn around time from receiving payment) - 1 custom query (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 50,000 - Annual upfront subscription of 12 queries in a calendar year (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 2,50,000 Pricing* 22* Excluding Taxes
    •  Combo Offers: If you want to order more than one format then, the pricing is as, A+B+C+D = Rs. 5,00,000 A+B+C = Rs. 3,50,000 B+C+D = Rs. 4,00,000 A+B = Rs. 2,50,000 A+C = Rs. 2,50,000 B+C = Rs. 2,50,000 B+D = Rs. 3,00,000  *A = Each Dataset (In MS Excel format) B = Analyzed Topline Report (in MS Power Point format) C = Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) D = Custom queries (as previous slide)  Trade Discounts: 1. If ordering up to 4 reports/datasets etc. - Flat 15% 2. 5 to 9 segment/vertical reports/datasets etc. - Flat 20% 3. Above 10 segment/vertical reports/datasets etc. - Flat 25% 4. For existing clients of Juxt, Smartmandate, TelecomWatch & Drizzlin there is +10% discount Pricing* 23* Excluding Taxes
    •  Payment Terms :100% against order confirmation  Delivery Timeline : Syndicated Dataset Excels Within 12 - 24 hours of payment confirmation : Customized Dataset Excels* Within 24-48 hours of payment confirmation : Online Reporting tool - Tableau Login Within 12-24 hours of payment confirmation : Analyzed Topline Report (Powerpoint presentation) Within 5-7 working days of payment confirmation Payment Terms & Delivery 24
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