Mobile and other buying behaviour of Indian Youth

1. Changes happening among youth in India
Aug 20XX

2. Table of Contents
1 Overview – Indian Smart Phone Market
Buying Behavior of Indian Youth
3
About Indian Youth
2

3. 2
Overview – Indian smart phone market
Indian market has been deeply penetrated by foreign companies like Xiaomi, Samsung and OPPO
Source:
1. IDC
Top five smart phone players
market share Q1 2018 in (%)
30.3%
25.1%
7.4%
6.4%
4.6%
1
2
3
4
5
1. Others* include news, ecommerce and gaming
Internet
Social Media
Entertainme
nt
Others*
200
mins
30%
40%
30%
300
mins
33%
49%
18%
How Indians spend their time on smart
phones everyday till 2018
Key Trends in
India
89%
87%
80%
Key markets spending most
their time on mobile till 2018
Bezel less
Dual front and back
camera
AI and Face recognition
Fingerprint scanner
Memory and RAM
capacity will increase
Cheaper Smart Phones
Low internet data cost
will increase smart
phone sales

4. 3
About Indian Youth - Indian Youth prefer quality over brand
India’s total population is > than 1.35 Bn, of which > than half (50%) is youth and >65% is
below 35
Source:
1. Mospi
Key Facts
• Indian youth comprise more than 600 Mn in 2018, out of which majority of them resides in Uttar Pradesh, Maharashtra, Bihar, West Bengal,
Andhra Pradesh etc.
• Indian internet users are buying more smart phones (growing by 13%-18%) due to cheaper internet penetration by players like Reliance Jio and
rise in the number of foreign players like Samsung, Xiomi, OPPO, VIVO etc., which are providing advance features under INR 10,000
• Indian youth don’t purchase expensive products blindly, they buy products which they feel aspirational and of good quality
Buying behavior of youth
in India A
Luxury
Shopping & Travelling
61% people trust
brands for better
quality
Jewellery – Spent $2 Bn in
2015
1. Internet – It contains both youth and other population
2. Buying behaviour of youth in India – HT youth survey 2017 on youth with age 18-21 and 22-25 (5700 men and women)
Quality and
Authenticity
Only 16.4% buy online
54.9% by products from Retail outlets
Price, quality and style (27.6%)
dominate the choice
Present 201820112001
$ 471 $ 1470
422 Mn
(34.8%)
347Mn
Population
Internet A
useINR
Per capita
Income
133.1 Mn
(11%)
10.28 Mn (1%)
Smart phones
110 Mn
1.72XShift of
population will
continue to
rise in the long
run
4.6X increase
in GDP per
capita income
since 2001
Internet users
will increase
due to free and
cheaper data in
the market
India provides
huge
opportunity
under smart
phone market
$ 2104
500 Mn (37%)
Urban – 300 Mn
Rural – 200 Mn
600 Mn
(50%)
337 Mn in 2018
500 Mn by 2022

5. 4
Buying behaviour of Indian youth
India’s users are price sensitive, yet conscious about the quality of the product, they also
don’t mind paying more for good brand providing more offerings
Source:
1. HT
Key Facts
• Indian youth spends very cautiously and spend quality time in checking out the reviews of the products on YouTube and through several
technology websites
• Indian youth is very price sensitive and lot of players are trying to tap the market via cheaper price and advance features in their mobiles
• It also check for several other offers and discounts on ecommerce websites like Amazon and Flip cart
80% of the young user access
Internet through their smart
devicesLocal Language support
Indian youth loves discounted
products from e-Commerce
websites
Youth adore to have big screen,
increase RAM and Memory for
unlimited entertainment
Young customer prefer more
secure devices
Smart Camera for unlimited
selfies
Stylish designDurability
Price sensitive