This report contains over 90 visualizations and analysis spread across 125 pages, along with sharp analysis of how rapidly Mobile Internet in India is growing. It gives you an indication of what is changing, and how. The visualizations are based on: - Telecom operator data covering a period of over 2 years, mostly till March 2015, some of it till July 2015 - Data available from industry disclosures and reports, made publicly. Apart from this, the report aggregates publicly disclosed mobile consumption information from companies like YouTube, Facebook, Whatsapp, Paytm, Flipkart, Cleartrip, MakeMyTrip, Myntra, Mobikwik, Fashion and you, Snapdeal, Jabong, Fab Furnish, Urban Ladder, FreeCharge, JustDial, Vuclip, Housing, 99Acres, MagicBricks, Gaana, Saavn and others.

1. Mobile Internet in India
July 2015
a MEDIANAMA #INSIGHTS report

2. MEDIANAMA #INSIGHTS
MediaNama Insights is the research and analysis division of MediaNama, India’s premier digital
industry publication, focused on providing qualitative and quantitative inputs to help businesses and
investors make better decisions.
Please note that some of the charts on Data and VAS revenue are based on calculations done by
MediaNama, using data made available by telecom operators. The rest of the charts are based on
data released by various telecom operators, by the TRAI, during earnings conference calls,
published in publicly available research, or shared with MediaNama.
For any comments or questions, email: nikhil@medianama.com

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160.7 161.8
139.6
152.8
157.9
166.8
177.5
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
200.0
Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
Total Data connections(Mn)
March 2015
Mobile Internet In India
Mobile Internet Connections (in Million)
The mobile Internet base of the top 4 telecom operators grew 27% year on year adding 38 million connections,
and 6% quarter on quarter, adding 10.7 million connections
Note: Airtel , Idea , RCOM removed incidental Customers in March 2014. This chart includes Airtel, Vodafone, Idea and Reliance Communications.

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42.5
45.7
52.0
57.0 57.2 59.0 64.0
33.6
25.5 25.3
27.9
30.9
34.2
33.4
34.0
36.2
26.7
28.6
29.7
31.4
33.7
50.6
54.4
35.6
39.3 40.1
42.2
46.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
Vodafone Idea Reliance Communications Airtel
March 2015
Mobile Internet In India
Growth in Total Data Connections (in Million)
Idea Cellular is the only telecom operator among the Top 4 to have shown a decline in the number of Mobile
Internet
Connections, since March 2014.
Note: Airtel , Idea , RCOM removed incidental Customers in March 2014.
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25.99
31.64
36.47
44.30
54.66
63.19
70.75
-
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
3G Data Connections(Mn)
March 2015
Mobile Internet In India
3G Connections (in Millions)
3G Data connections have grown by 94% (34.3 million) year on year, and 12% (7.6 million) quarter on quarter.
Note: Airtel , Idea , RCOM removed incidental Customers in March 2014. This chart includes Airtel, Vodafone, Idea and Reliance Communications.
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111.13
127.93
157.94
181.11
217.46
251.67
286.92
-
50.00
100.00
150.00
200.00
250.00
300.00
350.00
Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
Total Data volume (Bn MB)
March 2015
Mobile Internet In India
Total Data Volume (in Billion MB)
Top four telecom operators reported data usage of 937.16 billion MB in the last four quarters . Overall data
consumption increased 82% year on year and 14% quarter on quarter.
Note: Airtel , Idea , RCOM removed incidental Customers in March 2014.
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39.6 43.2 47.2 54.8 62.8 69.8 74.9
133.0 139.0
150.0
170.0 176.0
38.7
40.6 41.5
43.5
46.6
50.6
54.4
35.6
39.3 40.1
42.2
46.4
0.0
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100.0
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140.0
160.0
180.0
200.0
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60.0
Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
Data Average Revenue per Data Customer(Rs) Data Connections(Mn)
Airtel
Mobile Internet In India
Average Revenue Per Data Customer
Average revenue per data customer has increased to Rs 176, from Rs 170, while total data connections have
increased to 46.4 million from 42 million since the previous quarter.
Note: Airtel removed incidental Customers in March 2014.
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1,024.85 975.33 932.09
741.13
697.77 667.03 693.32 673.36
780.82 751.68
585.75
700.21
843.99
1,017.64
1,174.14
1,369.80
1,563.12
1,808.09
2,108.22
2,320.98
Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
VAS Revenue(Rs Cr) Data Revenue(Rs Cr)
Airtel
Mobile Internet In India
Data Vs VAS Revenue (Rs. Cr.)
Data revenues are now 3.09 times VAS revenues. Data revenues grew 10.1% quarter on quarter,
while VAS declined 4% quarter on quarter.
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3.9 4.7 5.5 6.2 7.5 9.9 11.4 14.2 16.8 19.6 21.1 23.8 26.6
3.2 4.1 4.5 5.2
6.3
7.6
9.5
13.1
15.7
19.8
25.0
30.7
36.0
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10.0
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70.0
Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15
2G Data Volume(Bn MB) 3G Data Volume (Bn MB)
Idea Cellular
Mobile Internet In India
2G Vs 3G Data Usage (in Billion MB)
During last four quarters, Idea cellular has served 202.69 billion MB of data, 111.47 Bn MB (55%) has been 3G,
and 91.22 Bn MB has been 2G data.
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Data Usage per customer 3G Data Usage per customer
• Idea has substantially lower data usage per customer, of 599 MB
per user. Airtel reported 656 MB in March 2014.
• Data usage per customer is up 46.5% year on year, and 2.2%
quarter on quarter.
• 3G data usage per customer is up 16.8% year on year, and 0.1%
quarter on quarter. This suggests that the overall growth in data
usage is being driven by an increase in 2G data volumes, and a shift
to 3G.
Idea Cellular
409
599
666
778
Jun-15Jun-14 Jun-14Jun-15
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17% 18% 22% 24% 25% 27% 31%
45% 45% 51% 53% 52%
83% 82% 78% 76% 75% 73% 69%
55% 55% 49% 47% 48%
Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15
3G Connections 2G Connections
Reliance Communication is the only operator that has as many as 52% of its connections as 3G
Its 2G base has also increased its 2G base by 10.9% as compare to previous quarter.
Reliance Communications
Mobile Internet In India
2G Vs 3G Connections
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3G Net Additions 2G Net Additions
• Over the last 4 quarters, it has added 5.4 million 3G connections.
Over the last 8, it has added 10.2 million.
• RCOM’s 2G base was static for a few quarters, losing as many 2G
connections as it added, though in the last quarter there has been a
move up.
Reliance Communications
-10.4
0.9
-1.0
0.1
1.6
MAR-14 JUN-14 SEP-14 DEC-14 MAR-15
0.9
1
2.1
1.6
0.7
MAR-14 JUN-14 SEP-14 DEC-14 MAR-15
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6.87
8.07
10.01 10.36
Sep-14 Dec-14 Mar-15 Jun-15
Data Connections(Mn)
Uninor
Mobile Internet In India
Total Data Connections (in Millions)
Quarter on quarter, Uninor has added 0.35 million data connections and mobile internet base has increased by
3.6%.
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14. For more over 90 charts on
Airtel
Vodafone
Idea Cellular
Reliance Communications
Uninor
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40%
22%
45%
Of hotel room nights booked via mobile
Hotel bookings via mobile are for business, 44% for
leisure, 6% for pilgrimage.
Hotel bookings via mobile are for solo travel,
compared to 28.2% for web.
36% Of those booking via mobile & tablet book 1 day
before travel, 26% between 2-7 days, 11% between
8-14 days, 27% more than 15 days of travel.
57%
18% Of payments made by those booking via mobile are
made at the hotel, compared with 26% of website
users
Of room nights are booked via Android, 23% via iOS,
2% via Windows mobile, 18% via mobile web
(June 2015)
32% Of 4-5 star hotel bookings are via mobile
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100%
40%
40%
80%
Growth in content uploaded
Growth from mobile devices
Watchtime from mobile
Watch time growth, YoY
(March 2015)
(India)
80% Watch videos on their mobile devices at least
once every 2-3 days
(January 2015)
> 50% Watch daily.
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17. For aggregate data on
Ixigo, Goibibo, Makemytrip, Amazon, Flipkart, Paytm, Snapdeal, ebay India, Myntra,
Fashion & You, Jabong, Fabfurnish, Urbanladder, Mobikwik, Freecharge, Justdial,
YouTube, Spuul, BoxTV, Digital Nirvana, Whatsapp India, Facebook India, 99Acres,
IndiaProperty, Proptiger, Housing, Magicbricks, Gaana, Wynk
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18. MEDIANAMA #INSIGHTS
www.medianama.com
Share your mobile Internet data with us: nikhil@medianama.com
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