Mobile Consumer India 2017


  1. Consumption Trends of Mobile Consumers: 99% of the respondents have smartphones in 2017 as compared to 64% in 2013. Social Media, Email and Entertainment (videos & movies) emerge as the Top 3 activities on the mobile platform in 2017 as compared to Social Media, SMS and Email in 2013. Online banking appears to be the least popular activity. 62% of the respondents have activated the latest generation of mobile network, i.e. 4G on their phones in 2017 as compared to 60% who had activated 3G on their phones in 2013.
  2. Customer Acquisition & Engagement: Interestingly the number of respondents who never faced call drops reduced from 10% in 2013 to 7% in 2017. 95% of the respondents want to hear from their favourite brands and companies in 2017 as compared to 78% in 2013. 94% of the respondents complained of receiving unwanted calls and spam messages in 2017 as compared to 90% in 2013.
  3. E-Wallets: Almost 1/3rd of the study respondents started using E-Wallets applications after demonetisation. E-Wallets are primarily being used for recharge, bill payment and money transfer. Network issues, security threats and fear of hidden charges are the predominant problems faced while using E-Wallet by the respondents.
  4. Email Marketing: 61% of the respondents preferred to stay in touch with companies of their choice via Email. 31% of the respondents are more likely to make a purchase after receiving a promotional offer via Email. 82% of the respondents check their Email via mobile phone as compared to 39% in 2013.
  5. Social Media Marketing: 93% of the total respondents use at least one of the social media platforms. Facebook appears to be their favourite. The most active users are in the age group of 20-34 years.
  6. Mobile Marketing Trends: 57% of the respondents prefer making online purchases via their mobile phone. 72% of the respondents spend at least 0-5 hours per week researching online products on their mobile. 16% of India consumers spend between at least 5-10 hours per week researching online about new products of their interest.
Mobile Consumer India 2017

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