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India's Mobile Usage Habits - LD2 Mobile Survey


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Ld2 (Living Digital) Mobile Survey in India throws up interesting insights into mobile usage habits in the country. Among other parameters that were measured, the survey also focused on MNP (Mobile Number Portability), Popular Mobile OSes and popualarity of Mobile brands in India

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India's Mobile Usage Habits - LD2 Mobile Survey

  1. 1. LD Mobile Usage Survey 2010 In the second year of this survey, we understand not only mobile phone usage habits, but also the favorite apps of consumers, the most desirable wishlist in a phone, and much more. Survey Highlights •Nokia continues to remain the highest owned mobile phone brand, and a likely future purchase. •Airtel continues to remain the largest mobile service provider. •SMS continues to remain the most popular use of mobile phones •The number of people likely to buy a Nokia in the future is far has dropped by 15% as compared to last year. •Live video chatting and conferencing is on the wishlist of a lot of mobile users for the future. •Gmail is the most popular application on smartphones, followed by Opera browser. •50% of the respondents wish to change their mobile service provider without changing their number.This is the second year that were doing our mobile usage survey, to understand mobile usagepatterns of Indian consumers. We used the same questions as last time, so as to look forchanging trends in mobile usage over a year. Plus, weve added more questions to address newthings that have cropped up in the mobile space over the past year.We received over 900 responses to the survey, which have been divided into three parts—Currentmobile usage preferences, satisfaction levels with mobile service providers, and future mobilepreferences. Presented here are the results. 1. Mobile Phone Usage PatternsHere, we tried to determine which mobile phone brands are popular amongst Indian consumers,which are their favorite apps, what they use their mobile phones for the most, and much more. a.Mobile Brands OwnedIn the last one year, weve seen a lot of new mobile phone brands emerge, which have caused amajor reshuffle in the current ownership rankings. The top spot however, continues to remain withNokia, which is owned by 60% of the respondents. In fact, this year, 60% of the respondents saidthat they owned a Nokia, as against 58% last year.The second and third highest owned mobile brands however have changed. Samsung, which wasat a distant sixth position last year has climbed all the way up to the second spot this year,pushing Sony Ericsson down to the third spot. Sony Ericsson was the second highest ownedmobile brand till last year. The Blackberry, which was nowhere last year has come to the fifthposition this year, throwing Motorola to the sixth position this year. Motorola was the third highestowned mobile brand last year.The low cost brand, Micromax was also nowhere in the rankings in our last mobile usage survey,but it has climbed up to the seventh position this year, which is quite an achievement. LGsposition has changed from seventh last time to eighth this time, but the percentage of users
  2. 2. owning a LG mobile has doubled from 3% to 6%. HTC, Spice, and Fly mobile continue to retainsimilar ownership figures as last year. Apple, despite its popularity is only owned by 2% of ourrespondents.The interesting thing to observe about the mobile ownership results is that the ownershippercentages for the mobile phone brands that came up in our last years survey hasnt changedthis year. If Sony Ericsson was owned by 16% of the respondents last year, it is owned by 14%people this year. But, other mobile phone brands have made a lot of noise and increased theirrespective market shares over one year.This actually reflects the state of the mobile phone market, which despite getting overcrowded isnot showing any signs of slowdown, because there are sufficient buyers around. We found that51% of the users were mostly satisfied with their mobile phones, while another 29% werecompletely satisfied. So overall, 80% of the users dont have too many complaints with the mobilephones they own. Only about 6% of Nokia users were not so satisfied with their mobile phone. b.What people do with their mobile phones?Mobile phones have become so feature rich that making phone calls is just another function theyprovide. The basic applications that people use their mobile phones are the same as what wereceived last year. The biggest usage for mobile phones, besides making phone calls issending/receiving SMS. This is followed by - listening to music, taking pictures, and accessing theInternet. The rest of the usage apps can be seen in the graph.
  3. 3. Internet and Email access from the mobile have gone up significantly as compared to our lastsurveys results. While only 37% of the users accessed email from their mobile in our last survey,the figure stands at 49% this year. Likewise, 66% of the users said they accessed the Internetfrom their mobiles this year, as compared to 56% last year. c.The most popular Mobile OSSymbian continues to be the dominant OS for the mobile phones in India. However, the awarenesslevels among users about which OS is their mobile phones running is pretty low. Thats why, 35%of the users didnt even answer this question, while 29% said Symbian, another 13% wererunning Windows, while 7% were on a Blackberry.
  4. 4. d.Favorite Mobile appsThe good news is that about 47% of the users download apps on their mobile phones, but the badnews is that another 32% didnt respond to this question, while another 20% responded in thenegative. So, essentially, there are a good 52% of the people who probably dont download appson their mobile phones.There could be many reasons for this, which we didnt get into this time. We did however, try andfind out the most popular apps on mobile phones. 21% of the respondents use Gmail from theirmobile phone, while another 19% have Opera web browser installed. Another 14% use Facebookfrom their mobile phone, while another 10% use Google Maps. Plus, there are small pockets ofpeople who use Twitter, Snaptu, Nimbuzz, Fring, etc on their mobile phone.II. Satisfaction with Mobile Service ProviderUnlike handsets and mobile apps, the number of mobile service providers is very few and can becounted on your fingertips. Amongst them, Airtel seems to have the highest current ownership,with 38% of our respondents saying that they were using its services.
  5. 5. Vodafone was at number two, with 25% users, followed by MTNL/BSNL at 12%. The pattern ismore or less similar as compared to last year.Here again, about 77% of the respondents were mostly or completely satisfied with their currentmobile service provider. But this satisfaction doesnt necessarily mean that people are not open tochanging their service provider. In fact, we found that a majority (77%) of the people have beenusing their mobile service provider for several years.The one thing that prevents most people form changing is that they would have to change theirmobile number, and then share it with all their contacts again. So when asked whether they wouldlike to retain their mobile number, but change their service provider, only 37% didnt want to doeither.32% wanted to change to a different mobile service provider while retaining their mobile number,but didnt want to pay anything for the change. Another 18% were even willing to pay to changetheir service provider, and retain their current mobile number. So number portability shoulddefinitely cause a reshuffling in mobile service providers. How effective it would actually beremains to be seen.III. Future Mobile Preferences
  6. 6. Besides understanding the current market outlook, its also important to understand what thefuture looks like in the mobile world. Thats why, we tried to determine which mobile brands arepeople likely to purchase in the near future, what they look for while buying, their wishlist ofspecial features, and much more. Heres what we found. a.Future mobile preferenceHere again, the new players in the market are impacting the picture of future mobile preferences.So while Nokia continues to be the top most brand of mobile phones that people are likely topurchase in the future, theres been a drop of 15% over last year.So while last year, 49% of our surveys respondents were likely to buy a Nokia mobile, this time,only 34% are likely to. Likewise, Sony Ericssons preference has also dropped by 8% over lastyear. Samsung, Blackberry, and Apple continue to grow in popularity, as more people are opting tobuy them as compared to our last years survey results. b.Reason for choosing a mobileFeatures and value for money are the two key factors that people consider while purchasing amobile phone. 35% of the users look for features in their mobile phone, while 32% consider valuefor money.Another 16% look for business features. Other aspects like great looks, multimedia, etc comemuch later.
  7. 7. Though features and value for money are both important, the amount of weightage users give toeach varies dramatically. So while 55% users rate value for money as the most importantparameter while buying a phone, only 16% consider the richness of features in a mobile. Another11% look for features and functionality while buying a mobile phone.Gone are the days for QWERTY phones, or so say our surveys respondents. The future is all abouttouch screen phones, with or without a keypad. c.Wishlist from mobile phonesIt looks like 3G is really going to become popular in India, because the top application that userswould like in their mobile phones is to do live video chatting and conferencing. So even if mobileshave this capability, it cant be used unless theres sufficient bandwidth.
  8. 8. So with 3G coming in, it would be interesting to see what happens. Another wishlist people havefrom their mobile phones is to be able to watch live TV, which again would require bandwidth.d. Frequency of changing mobiles and budgetThe average life of a mobile phone continues to remain 2 years, just like last year. About 44% ofusers change their mobile phones every two years, while only 24% change about every year.Average amount that people are willing to spend on their mobile phones is split between two pricecategories. 31% of the users are willing to spend 5-10K, while another 27% can spend 10-15K.Another 15% can spend 15-20k.
  9. 9. About the survey respondentsLike last year, this times mobile usage survey was also conducted online. We received 950+responses from 150+ cities in India. Out of these, 66% of the respondents were from the top 8cities of India, including metros, while the rest were from Tier II and other smaller cities.The respondents were from different groups, but 72% were between the age of 20 to 40 years,25% were in the 40+ age bracket, while the remaining were below 20 years of age.
  10. 10. 75% of the respondents were working professionals at various levels in the organization, rightfrom executive to senior management. Another 13% were running their own business, and wereself-employed.Get your daily dose of Gadgets and more in the LD2 Bytes Newsletter:
  11. 11. From short reviews, product launches to useful tips & tricks, you can stay ahead of what’s hotand what’s not with gadgets and gizmos. Click the link below to Subscribe: with LD2:About Living Digital ( Digital is India’s leading gadget advisor and technology Guide online. From Mobiles, Cameras, LCD TVs,Cameras and more, one can find buying guides, in-depth reviews, sneak peek into new gadgets and the latestnews from the Gadget world in India.