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

Annual Online Marketing Research Reports

Octane Research’s Annual Reports (State of online marketing in India etc.) drive comprehensive analyses which are tailored to meet the requirements of the India Marketer and provide them with insights to leverage multiple channels for consistent customer experience and engagement rich conversions.

The Annual State of Online Marketing research report is a one of a kind of ‘Voice of India Marketer’ report in India that tracks how India marketers forecast the next 12 months. Our research insights help India marketers in planning of their budgets & learn best practices towards a higher success on execution of digital marketing engagements. 10 years+ running, with a reach of over 2400 marketers across leading brands in India.

India Online Marketing Industry Research Reports

Octane’s Industry Reports are powerful and actionable business tools that collate in-depth strategic insights and analysis over the several sectors in India. This research platform will enable India marketers to track the performance and profitability of the industry they belong to.

As every industry has its own nuances, therefore Octane Industry Research collates the knowledge and awareness from the experienced industry specialists which helps the marketer to make sound strategic decisions and get positioning in the market place.

Our Partners

Our Partners