Snapshot Of Juxt India Mobile 2009 Study

India Mobile 2009

Understanding Mobile Phone users in India and their mobile usage behavior and preferences

Most representative survey-based estimates of mobile phone

users in urban and rural India

• Estimates based on very large sample data of almost 285,000 urban and rural Indians, covering all

states & union territories, 574 districts, 3,175 towns and 2,800+ villages in India

• At least 30 plus sample from 323 districts and 419 towns, and 100 plus sample from 184 districts

and 155 towns making it one of the most ‘representative’ enumerative studies on mobile phone

user-ship in India

Most comprehensive profiling of urban mobile users - in their

demographics, psychographics as well as usage-graphics

• A deeper profiling of who is an urban Indian mobile user, including details about their location,

socio-economic status, psychographic profile and their day-to-day lifestyle habits and preferences

• Understanding their mobile usage patterns and preferences for both mobile phone handsets and

services

• Demographic findings are based on 178,500 mobile users. Psychographic and mobile usage findings

are based on two 12,000+ sample surveys conducted separately online between June-July 2009

Study Overview

For estimation purposes, 138,000 sample responses were taken from a ‘land survey’

which was conducted by JuxtConsult in Dec 2008–Jan 2009 among 16,000 households

in 40 cities and over 12,000 households in 480 villages spread across all the regions of

the country. Another 147,000 sample responses were taken from JuxtConsult’s

consumer panel (www.getcounted.net) as accumulated between April 2008 till July

2009

The findings were made representative for all mobile users in India by applying 9

distinct representation ‘weights’ - 6 demographic (district type, region, SEC, gender,

age and preferred language of reading) and 3 mobile usage related (telecom circle,

mobile service provider used and mobile phone connection technology used (GSM or

CDMA))

Only authentic Govt. of India data (NSSO/Census/RGI/TRAI) and Industry Association

data (COAI/AUSPI) were used for estimation of mobile user-ship and derivation of the

representation ‘weights’

Methodology

Topline Findings

The Big Picture There were 250 mn* ‘distinct’ and ‘active’ mobile users in India as of end May 2009, i.e., 22% of all

Indians are mobile**

With an avg. of 1.3 connections per user, the total ‘active’ mobile connections in India are 343 mn***

** Indian population taken at approx. 1,159 million - NSSO/Census data projected for 2009 by Indicus Analytics. *** TRAI claimed 398 mn mobile connections as of end May 2009

Current Mobile Usage Status in India

All Mobile Connections in India

343 million

Urban Mobile Connections235 million

Urban Mobile Users155 million

Urban Households with Mobile Phone Users

55 million

Rural Households with Mobile Phone Users

62 million

2.8 users per household

(avg)

1.5 users per household

(avg)

Rural Mobile Users95 million

1.5 connections per user (avg) 1.1 connections per user

(avg)

Rural Mobile Connections108 million

DemographicsThe Nuts & Bolts

While almost half of all urban Indians are mobile, only 1 in 10 rural Indians are mobile

25-35 years is the single largest mobile user age group. However, 19-24 years ones show the highest ‘penetration’ as well as the highest ‘propensity’ to own mobile phones

Only 1 in 5 mobile Indian is a woman

While 1 in 3 Indian men are mobile, only 1 in 10 Indian women are

North zone is the single largest mobile region, though mobile penetration is highest in East zone

2 out of 3 mobile users are ‘unmarried singles’ – when almost half of all Indians are married

Students form the largest occupational group of mobile users, followed by self-employed

Average monthly household income of mobile user is 2.3 times that of mobile non-users

DemographicsA ‘topsy-turvy’ consumer pyramid?

SEC ‘C’ is the largest socio-economic groups of mobile users, followed very closely by SEC ‘B’

Interestingly, SEC ‘E’ forms almost as big a base of mobile users as SEC ‘A’

SEC ‘B’ and ‘A’ are the most mobile penetrated SEC groups

Ironically, SEC ‘R1’, comprising the most affluent rural Indians, is less penetrated than SEC ‘E’, the poorest urban Indians

* SEC classification based on the ‘highest education and occupation level’ among all members in the household, and not just of the chief wage earner of the household

DemographicsA Glimpse By Players….

Reliance GSM has the most ‘male’ skew in the user base, Spice the least

Reliance, Tata Indicom and MTNL have relatively more ‘mature’ user profiles in age

BSNL, Idea, Spice and Aircel have relatively higher proportion of their users coming

from smaller ‘tier 4’ districts. Tata Indicom, Reliance CDMA and Vodafone have

relatively more coming from biggest ‘tier 1’ districts

Aircel has the highest relative ‘rural’ skew in its user base, followed by Reliance GSM

and Spice. BSNL, Reliance CDMA and Tata Indicom have the highest relative ‘urban’

skew

MTNL, BSNL and Loop Mobile have the highest proportion of SEC ‘A’ and ‘B’ among

their user base. MTNL and Loop Mobile ones are the relatively most well-off in terms of

(claimed) incomes

Psychographics*Techno-graphics & Aspirations

Mobile phone tops the urban mobile user’s list of ‘absolute necessities of life’

More of them associate ‘role of technology’ with ‘entertainment’ than with ‘socialization’. They associate TV more with ‘entertainment’ and ‘mobile phone’ more with ‘staying connected’

1 in 4 is a ‘gadget freak’ and 1 in 5 looks for ‘style’

Only 1 in 6 buys ‘proactively’ to upgrade products/lifestyle, rest are ‘reactive’ buyers

1 in 10 gives highest importance to ‘price’ and 1 in 5 to ‘brand image’

‘Money’ is the top current priority of more of them. ‘Education’ & ‘Family’ come 2nd and 3rd

They are highly ‘realistic’ in their desires. More of them will settle for: a monthly family income of

Rs. 25,000, a small car, a saving bank balance of Rs.1 lakh and an assured retirement income of Rs.10,000 a month

* Urban mobile users only. Findings representative of 80% of all urban mobile users

Psychographics*Lifestyle Interests & Preferences

‘Western casual’ is the most preferred clothing among male users, ‘Indian traditional’ among females

‘Indian classical’ is the second most preferred music type after ‘Indian film music’

‘Romantic’ and ‘Action’ movies are clearly more preferred over all other movie types

‘South Indian’ and ‘Street Food’ are their most popular food types after ‘Home cooked food’

More of them indulge in ‘indoor’ entertainment than ‘outdoor’ entertainment

‘Chatting on phone’ is their most popular way of spending time with their friends

‘Listening to music’ is the biggest hobby among them, followed by ‘gaming’

‘Getting close to nature’ is the more popular type of vacation amongst them


Usage-graphics*Mobile Service - Usage

2 out of 3 urban mobile users also have a landline phone at home

Average ‘mobile connections’ per urban household is 4.3 while in rural households it is 1.7

93% of the currently ‘most used’ connections are ‘prepaid’, with almost half bought from an MBO

1 in 5 uses internet on mobile (WAP/GPRS/EDGE). Over half of all ‘mobile internet users’ go online daily

2/3rd have used the 5/10 digit short codes, most in response to reality shows on TV

4 out of 5 mobile users are either open, or neutral, to receiving ads on their mobile phones

30% have registered on DND/DNCR list. But over 50% of them still receive ad/solicitation calls


Usage-graphics*Mobile Service - Brands

In terms of ‘user share’ (most used connection), Airtel leads the pack with 26%, followed by Reliance and Vodafone

In terms of ‘connection share’ (multiple connections), Reliance leads the pack with 35% share, followed by Airtel and Vodafone

Airtel is the most ‘top of mind’ recalled mobile service brand, followed by Reliance. Airtel is also the ‘most intend to use’ brand for next connection, followed closely by Vodafone

While 3 out of 4 mobile users will continue with their current operator, only half are highly satisfied or will recommend their service provider to the others

Network strength, coverage and tariff plans are the 3 most satisfying factors in current usage, while poor customer care service, tariff plans and lack of voice clarity are the 3 most dissatisfying factors

‘Weak network strength’ is the clear biggest reason to consider switching connection (60%)


Usage-graphics*Mobile Handset - Usage

Average ‘active’ mobile phones per person is 1.5, and per urban household is 2.8

85% active mobile handsets have a ‘color screen’, only about 5% a ‘touch screen’

3 out of 4 mobile users ‘play games’ on their mobile handsets. Listening to FM radio is the second most popular non-communication activity on mobiles

Only half bought their current handset from their own money, 1 in 5 got it as a ‘gift’

Over half have bought their handsets at an MBO, only 1 in 8 bought it ‘bundled’ with their connection

Camera quality, price, battery life and sound clarity are the most important features looked at while purchasing the handset


Usage-graphics*Mobile Handset - Brands

On ‘user share’ (most used handset), Nokia leads the pack at 50%, followed by LG and Samsung

In terms of ‘handset share’ (multiple handsets), Nokia leads the pack with 62% share

Nokia is the most ‘top of mind’ recalled handset brand. LG, Samsung and Sony Ericsson follow distantly

Nokia is also the clear favorite ‘most intend to use’ brand for next handset purchase, followed by a distant Sony Ericsson

Price, brand and battery life/talk time are the 3 most satisfying factors in current handset usage, while battery life, sound quality and limited memory are the 3 most dissatisfying factors

Having ‘more up-to-date features’ is the biggest reason to consider switching to a new set (53%)


Mobile Service Reports

Main Reports (all mobile users)

1. Vol. 1: Demography Report - Rs 2 lakhs

2. Vol. 2: Psychography & Lifestyle Report - Rs 2 lakhs

3. Vol. 3: Usage-graphics Report - Rs 2 lakhs

3 Report Combo Pack: Rs. 4.5 lakhs

(These reports can be available on two possible reporting cuts – either by “Operators” or by “Circle Types” )

4. Demography Report Datasets – Rs. 1 lakh (per operator, or per circle)

Other Possible Supplementary Reports (segment cuts/comparisons)

1. GSM vs. CDMA (includes demography, psychography and usage-graphics details) - Rs 2.5 lakhs

2. Mobile Users vs. Non-users (includes demography, psychography and usage-graphics details) - Rs 2.5 lakhs

* Note - Customized reporting also possible at customized pricing, subject to availability of data and reporting sample sufficiency** Service tax extra

Mobile Handset Reports

Main Reports (all mobile users)

1. Vol. 1: Demography Report - Rs 2 lakhs

2. Vol. 2: Psychography & Lifestyle Report - Rs 2 lakhs

3. Vol. 3: Usage-graphics Report - Rs 2 lakhs

3 Report Combo Pack: Rs. 4.5 lakhs

(Available by “Handset Type”)

Other Possible Supplementary Reports (segment cuts/comparisons)

1. GSM vs. CDMA (includes demography, psychography and usage-graphics details) - Rs 2.5 lakhs

2. Mobile Users vs. Non-users (includes demography, psychography and usage-graphics details) - Rs 2.5 lakhs

* Note - Customized reporting also possible at customized pricing, subject to availability of data and reporting sample sufficiency** Service tax extra

Demographic status details of the mobile service users (or handset users)

Gender, age, marital status, education, occupation and preferred language of reading of all mobile owning members of the household

Region, state, telecom circle, city type by population size and market size, village type by distance from nearest city/town, city

CWE education and occupation, SEC (urban, rural)

Economic status details of the mobile service users (or handset users)

Monthly household income, per capita income, most expensive vehicle owned in the household

Physical asset ownership – TV, fridge, washing machine, AC, microwave, music system, radio, DVD player, Ipod, video games, regular camera, digital camera, video recorder, tube well/pump, landline phone, mobile phone, computer, laptop, printer, TV connection

Financial asset ownership – land, bank account, demat account, fixed deposits, govt. bonds, chit fund deposits, life insurance, medical insurance, debit card, credit card, mutual fund, shares, etc

Currently running loan liabilities in the household if any

Credit card ownership by individual mobile users

Information CoverageDemography Report*

* Reporting sample of 284,968

Lifestyle details of the mobile service users (or handset users) Cultural profile – community, caste, religion, mother tongue

Professional profile of those employed - industry and function of occupation, sector and size of organization

Media usage profile - media used at home (TV, Newspaper, Radio, Internet), daily time spent on these media

Psychographic details of the mobile service users (or handset users)

Current priorities and aspirations - Most important priorities in life currently, current ‘absolute necessities’ in life, current goals on income, economic status, profession, current role models for professional success, most aspired luxuries of life

Recreations – indoor & outdoor pastime and entertainment , ways to relax /unwind, frequency and type of holidays/vacations, favorite holiday places in India and abroad

Personal likes and preferences – kind of music listen to, kind of movies like to watch, type of books prefer to read, favorite sports, favorite food, favorite clothing, festivals/customs celebrated, religious beliefs and practices, drinking and smoking habits, living celebrities liked the most

Outlook and opinions - technology orientation and role of technology in life, role of internet, computer, mobile phone and TV in life, trends/fads orientation, opinion on man-woman relationship, parent-child relationship, romance, pre-marital sex, role of sex in life, gender equality, role of women in society, being youthful, being cool, politics and how should India should handle globalization

Information CoveragePsychography Report*


Social orientation - what defines ‘status in the society’ for them, personality orientation (introvert-extrovert), social causes/programs believe in, professional/social/cultural organization membership

Current Daily Life and Routine Activities Undertaken Household chores, profession work, learning or skills enhancement activities, traveling to work/office,

being together with - partner/spouse, children, friends & relatives, pursuing current hobbies & interests (art/cultural/sports/etc)

Health/fitness, personal care/grooming, indoor entertainment/pastimes, outdoor entertainments/pastimes

Shopping Orientation & Habits Keeping abreast with lifestyle trends (fashion/gadgets/high living/etc), buy what’s latest and trendy,

frequency of replacing things at home, frequency of shopping, how enthusiastic a shopper

What’s important while buying products/services – price, quality, features, brand image,……

Price-quality orientation, rely on self or consult others deciding on buying products/services

Type of products enjoy shopping the most

Place of shopping and mode of payment - vegetables, household grocery, personal care & cosmetics, clothing and accessories, fashion accessories, electronics gadgets, household durables, kitchen appliances, jewelry, music and movie CDs, magazine/periodicals

Information CoveragePsychography Report*


Mobile service ownership details No. of phone users per household, phone connections per person Mobile service provider, connection technology (GSM/CDMA), connection plan (prepaid/postpaid)

Service usage details Tenure of usage, features subscribed with the service provider, typical usage durations on weekdays and

weekends, average monthly bill, place of purchase of mobile phone connection, preferred mode of payment, preferred mode of pre-paid recharge

Usage satisfaction/dissatisfaction parameters, preferred set of features before buying a new connection, sources of information relied on most

DND/DNCR registry, short code awareness & usage, willingness & preference for receiving ads on mobile Usage of preferred way to connect to internet through mobile (in-built portals, push-mail, GPRS/EDGE etc) Landline service details - Service provider, features used, average monthly expenditure, internet

connectivity

Brand usage details Brand awareness – Top of the mind recall of service provider Brand usage – multiple connection level, most used connection level, satisfaction level with current

service Future intentions - likeliness to continue & recommend existing brand, likely reasons of switching/change

connection, consideration set and most preferred service brand for next connection

Information CoverageUsagegraphy Report –Service*


Mobile handset ownership details Mobile handset brand and model

Handset usage details Tenure of usage, whether self-purchased or gift, place of purchase of handset, approximate price of

currently used handset, mode of payment while purchasing

Features used on the handset , accessories used with the handset

Usage satisfaction/dissatisfaction parameters, preferred set of features considered before buying a new handset, sources of information relied on most

Landline phone details - features used

Brand usage details Brand awareness – Top of the mind recall of handset brands

Brand usage – multiple handset ownership level, most used handset level, satisfaction level with current handset

Future intentions - likeliness to continue & recommend existing brand, likely reasons of switching/changing handset, consideration set and most preferred brand for next handset purchase

Information CoverageUsagegraphy Report – Handset*


Payment Terms & Delivery

• Payment Terms : 50% advance, 50% after delivery of all

reports

• Delivery Timeline : 1 report per week from date of order

• Report Delivery Format : PDF

Contact Details

• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-

9811256502

• Contact Person : Sanjay Tiwari

• Email : [email protected]

• Website : www.juxtconsult.com

Thank You!

Business

Snapshot Of Juxt India Mobile 2009 Study