juxtindiamobile2010 snapshot

8/8/2019 JuxtIndiaMobile2010 Snapshot

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India Mobile 2010

Mobile Phone Users in India and their Mobile Usage Behavior and Preferences


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Study Overview

Most recent survey-based estimates of active mobile phone subscribers and

subscriptions across telecom circles in India

Estimates based on a very large land survey of over 259,341 individuals spread across all the mainland states & unionterritories (covering all the 23 telecom circles) of the country. Survey conducted in AprMay 2010 among 37,024

households in 100 cities and 20,396 households in 1,040 villages. Estimates cover both multiple SIM mobile users as well

as those accessing internet on their mobile phones

Most comprehensive profiling of both urban and rural Indian mobile users in

their demographics, psychographics and key mobile usage dynamics*

A deeper profiling of the Indian mobile users, their consumption lifestyle and their mobile usage - including details about

their location, socio-economic status, household and financial assets ownerships, psychographic profile, day-to-day

lifestyle habits & preferences, leisure, holiday and entertainment preferences, personal consumption and brand

preferences, media usage and their mobile handset and service usage patterns and preferences

* Demographic profiling and individual level SIM and handset ownership findings are based on all mobile using individuals living in the surveyed households (259,341).Mobile usage details, psychographics and consumption lifestyle profiling is based on only the mobile using respondent member of these households (57,420).


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Methodology Overview

* For a detailed understanding of the methodology of the study, please refer to the Methodology section of the dataset

A large-scale land survey was conducted to profile and estimate the Indian mobile users. The

survey covered towns and villages of all population strata in all the mainland states and union

territories in India (covering all the key, and 69 of the total 77 regions in India as classified by

NSSO) all 23 telecom circles were covered extensively

Though the selection of towns and villages was purposive, the sampling within the towns was

done on 2-stage random basis (firstly a random selection of polling booths, and then a random selection of

households from the electoral list within each of these randomly selected polling booths); within villages sampling

was done on systematic random basis (selection of every nth house in the village)

To estimate the mobile user-ship correctly and to make the findings representative of all mobile

users in India (and not just of those surveyed), telecom circle-wise, urban district/village class

and SEC combination level representation weights as derived from authentic Govt. of India

base-level population statistics (NSSO/Census) were applied to the survey data


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Methodology Addendum


In 2009, we had taken a land survey-cum-online survey combination methodology. We had used the land (face-to-face)

survey data for size estimation and basic demographic profiling of all the mobile users in India (urban as well as rural), but used

the data from an online survey for in-depth profiling of psychographics and mobile usage behavior of only urban mobile phone

users in India

In 2010, we decided to profile and capture mobile usage behavior of all mobile users, including the rural mobile users. To be

able to do so, and to ensure consistency in our reported data of urban and rural mobile users, we decided to conduct only a

land survey this year and collected all the required information within this land survey itself size estimation, demographic,

psychographic and personal consumption lifestyle profiling of mobile users, as well as reporting of their mobile usage behavior

and preferences. The decision to do only a land survey this year was also prompted by an inadvertent upper income skew we

found in our online survey based data on the mobile usage behavior of urban Indians

Due to this revision in survey methodology we are unable to compare and trend this years reported data with that of the

last years one. It was a difficult trade-off, but eventually we decided to go for a more comprehensive and consistent

coverage and profiling of both urban and rural mobile users this year and decided to sacrifice the possibility of comparing and

trending the changes over last year. We do propose to start reporting the changes and trends from the next year

We believe that as a result of the enhancements and refinements made in this years survey methodology, we have got a highly

robust estimation of the active mobile user-ship in India and an even better representation of various types of mobile users

both in urban as well as rural India, more so compared to our own India Mobile study last year


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Comparability with TRAI Data


There is limited comparability between Juxt India Mobile Study data and Telecom

Regulatory Authority of India (TRAI) data, and for the following reasons:

Juxt data is based on primary consumer survey while TRAI data is secondary in source

While Juxt survey measures and reports both the mobile users (subscribers) and mobile connections (subscriptions),

TRAI data reports only the mobile connections (which it mistakenly calls subscribers). In Juxt data there is a

direct linkage between number of active subscribers, number of active subscriptions and number of active SIMs

per subscriber. Unless the same linkages are available as clearly and as comprehensively in TRAI data, a direct

comparison is neither advisable nor appropriate

Juxt measures only those mobile connections (SIMs) which are actively in use at the time of the survey, not

counting the passive SIMs that may still be lying with subscribers un-surrendered but not being used actively.

TRAI reports all un-surrendered mobile connections (SIMs) in circulation as reported by the mobile operators,

which may be actively in use or lying passive (in use sporadically, rarely or not in use at all)


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Comparability with TRAI Data


In Juxt data the urban-rural split of subscribers and subscriptions is reported form a physical location of

households at the town and village level, and the list of towns and villages are taken from Census listing.

There is little clarity on how the urban-rural split is recorded and reported by operators (and TRAI) and whether all

SIMs in use in rural areas are recorded as rural (as many such connections may actually be getting bought in the

urban areas). Further, according to new reports most operators are yet to authenticate the true identity and

location of a good chunk of their subscriber base

A more pragmatic way of looking at the two data would be to use them in

conjunction but separately

Take TRAI numbers as representing the overall universe of all mobile connections floating currently in India and

take Juxt numbers as representing only those connections within that universe that are actively in use

The advantage of taking such an approach would be to take the more authentic secondary data on overall

connections and their actual usage details as reported in TRAI data and then layer it with the more

comprehensive active-subscription linked subscriber level data from Juxt to profile these users in their

demographics, psychographics, consumption lifestyle and their mobile usage behavior and preferences


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Excerptsfrom the Executive Summary


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If the story of internet usage in India revolves around lack of growth and spread, the story of mobile usage in

India on the contrary revolves around surfeit of growth and spread. If all mobile subscription numbers have

crossed 600 million mark as per TRAIs latest figures, and if there are only around 355 million mobile

connections being actively used in the country, then there are a good 40% of all mobile connections which

are not getting captured as actively in use. Even if one were to give and take a few million connections from

the two figures, the question of at least 1 in 3 mobile connection not in active use stares us point blank

The Big Picture

The huge gap between penetration levels of mobile phones at household and individual levels is a result of

the fact that almost 2/3rd of mobile using households are still single mobile user households. There is still a

large play area available to increase the user base and penetration of mobile phones than to play mainly

the game of multiple connections and increasing mainly the tele-density. For this to happen, the spotlight

must shift and focus on the user, and not on the connection


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The Big Picture Even in the urban areas, housewives and students form the second and third biggest chunk of mobile

users (both segments counting for more mobile users than all the corporate employees, self-employed professionals and business owners put

together). With over half of all mobile users coming from `6,250-40,000 MHI groups, the critical mass of Indian

mobile usage revolves around the middle and lower middle income groups

The typical caricature of the Indian mobile users (if there is one at all) is largely of someone who has had

education only up to school and has been educated either completely or for a large part in vernacular

languages (as only 1 in 25 urban and 1 in 100 rural mobile users have had their complete education in English)

Mobile users perceive, and also use, their mobile handset as much as an entertainment device as a

communication device. Accordingly, games, music and camera are the most present features on their

most used handsets. Most interestingly, their mobile handsets have also become the main device for

listening to music on the go for most of them


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Topline Findings


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There are 304 million mobile subscribers in India, using 355 million connections actively

Avg mobile users per household is 2.05 and avg active mobile connections per user is 1.17

Household level penetration of mobile phones is 61% , individual level penetration is 26%.

Tele-density at all India level stands at 31%, with urban tele-density way ahead at 54%

Rural India accounts for almost as many active mobile subscribers and subscriptions as

urban India rural users show the same propensity to take up multiple SIMs as urban users, but lower propensity

to have multiple mobile users in the household

2 out of 3 mobile using households are still single mobile user households

4 out of 5 mobile users are single active mobile connection users. The user base of active

multiple mobile connection users is around 59 million

ActiveSubscribers and

Subscriptions*

* As of June 2010


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The Geographics Mumbai circle tops among urban areas with 10.4% urban mobile subscribers, Bihar tops

among the rural areas with 11.8% rural mobile subscribers

B circles account for the largest chunk of mobile subscribers as well as subscriptions, more

so in the rural areas

Active use of multiple SIMs is most prominent in A circles (and has a mass base rather than an

elite one)

Gujarat users, apart from MP, Maharashtra and Karnataka ones, show higher propensity to

use active multiple SIMs

3/4th of all rural mobile subscribers stay within 10 kms distance from the nearest town

indicating a fairly concentrated penetration of mobile users in the rural areas


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Mobile Service Usage On an average Indian mobile users claim to talk 23 minutes daily. Rural users are only

marginally lighter talkers

They claim to spend on an average `240 monthly on their most used connection. Rural users

claim to spend about 20% less than the urban users

Outgoing STD, call waiting and domestic roaming are the most subscribed services by both

urban and rural users

2/3rd mobile users claim they will not switch operators even if the number becomes portable

Only 1 in 25 mobile users (11.6 million) surf internet on their mobile phones currently. 9 out of 10

of them are dual device users (accessing internet on both mobile and PC)


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Mobile Service Brands Airtel is the biggest operator overall with 27.7% share of all active subscribers base, and 28.0%

share of all active subscriptions. Vodafone follows next, with Reliance being a close 3rd

Airtel also has the highest subscription-subscriber ratio and shows the highest propensity to

be a users next active multiple mobile connection. BSNL follows thereafter

Among only GSM players Airtel stays at the top with 34.4% and 34.8% share respectively

Among only CDMA players Reliance Comm tops with 55.9% and 56.0% share respectively. It is

followed by Tata Teleservices and Tata DoCoMo

On most used connection basis, Airtel tops. Reliance comes up as the joint 2nd with Vodafone.

Operators whos share fall somewhat at most used connection level are Idea, Uninor and Spice


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Overall (%)

Mobile ServiceProviders

Active MobileSubscribers

(%)

Active MobileSubscriptions

(%)

Airtel 27.7% 28.0%

Vodafone 15.6% 15.3%

Reliance 15.1% 15.0%

IDEA 13.1% 13.0%

BSNL 10.6% 10.7%

Tata Teleservices 7.7% 7.5%

Aircel 6.9% 6.8%

Loop Mobile 0.6% 0.6%

Mobile ServiceProviders

Active MobileSubscribers

(%)

Active MobileSubscriptions

(%)

Sistema Shyam 0.4% 0.4%

Uninor 0.4% 0.4%

MTNL 0.4% 0.4%

Spice 0.2% 0.2%

HFCL 0.1% 0.1%

Others 0.3% 0.3%

Non-operating brands claimed 0.9% 1.3%

Total 100% 100%

Service Provider Active Multiple Connections

1.06

1.05


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Mobile Handset Usage There are 0.48 million more mobile handsets than the 355 million active mobile connections

Single active mobile handset users predominate in both urban and rural areas at 85%

Half of all mobile handsets in use are claimed to have been bought in `1,500 3,000 price range

Compared to rural users, urban users show a lower relative incidence of buying a handset below

`

1,500 and a higher relative incidence of buying one costing over`

3,000

Mobile handsets are as much entertainment device as communication device for most mobile

users. Mobile handsets have also become the main device for listening to music on the go for most of them, but a device

for going online for only a very few of them as yet


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Almost 2/3rd of all active handsets are Nokia (on both multiple usage basis as well as most used basis).

LG follows as a distant second at 10%

Samsung, Sony Ericsson and Micromax make up the rest of the top 5 list

Nokia appears to be used more in urban areas than in rural areas, while Samsung, Micromax

and Spice appear to be used relatively more in the rural areas than in the urban areas

Maxx Mobile shows the highest propensity to be a mobile users next multiple handset.

Among bigger players, Samsung shows the highest propensity, followed by LG and then Nokia

Mobile Handset Brands


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Handset Brands Multiple Handsets

Mobile Handset Brands % of Total Active Mobile Handsets

All India Urban Rural

Nokia 62.2% 65.2% 59.1%

LG 10.2% 10.3% 10.0%

Samsung 9.2% 7.7% 10.7%

Sony Ericsson 3.6% 3.2% 4.0%

Micromax 1.6% 1.0% 2.3%

Motorola 1.6% 1.8% 1.3%

Spice 1.5% 1.2% 1.8%Haier 0.9% 1.1% 0.6%

Maxx Mobile 0.7% 0.5% 0.8%

Other Brands 1.7% 1.9% 1.9%

Local/Chinese 4.0% 3.3% 4.6%

Don't Know/Unspecified 4.8% 5.1% 4.5%


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Demographic Profile The 25-35 years forms the single largest age group among mobile users, though usage of

mobile phone per se cuts across all age groups in both urban and rural areas

Housewives form the second biggest occupational group of mobile users in the urban areas

(more than all the corporate/self employees/business owners put together). Interestingly, usage among children in

urban areas is almost as high as among teenagers

2/3rd of all mobile users are educated only up to school. And 2/3rd are educated completely in

vernacular languages (only 4% urban and 1% rural mobile users have had their complete education in English)

For all India, SEC R2 forms the biggest chunk of active mobile users, followed by SEC C and

B (makes mobile phones a truly middle class product in India)

The critical mass of Indian mobile usage revolves around the middle and lower middle

income groups(58% of all mobile users come from the `6,250-40,000 MHI groups)


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Money is the biggest motivation driving lives of 3 out of 4 mobile users, whether urban or rural

Yet only a few of them see money as a status symbol (probably money is more of a necessity for living a

good modern day lifestyle for most of them rather than a social status enhancer)

Cinema and listening to music are their biggest hobbies

Interestingly, 5 out of the top 10 most identified celebrities among mobile users are politicians

Watching TV is their biggest indoor entertainment, followed by watching movie CDs. Chatting

on phone is only a marginal indoor activity

Among popular outdoor activities, watching movies in cinema hall is relatively more popular in

urban areas, and visiting neighbors in the rural areas

Psychographic Profile


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Consumption & Media Orientation

Most of them are need driven up-graders at their core (only 1 in 5 are lifestyle up-graders by inclination)

4 out of 5 mobile users are essentially budget buyers. However, while 2 out of 3 give high

importance to price, almost a similar number also gives high importance to brand image

Over half of them have never responded to any response triggering marketing stimulus (seems

they do not make a very good direct marketing audience per se)

Only a minuscule 5% urban mobile users drive a car, only a little over 1% have a credit card

individually, and only 1 in 12 takes holidays/vacations (essentially domestic holidays/vacations)

Mobile users watch TV the most among all media, though half of them also read newspapers.

However, the mobile users who use internet use it the most heavily of all mediums


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Report Details


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The India Mobile 2010 study findings are available as query-based online

datasets with findings presented as tables/graphs/charts

There are two overall level datasets:

India Mobile Service - with findings presented on the base of all mobile service users and data

displayed by telecom circle types (Metro, A, B and C)

India Mobile Handset - with findings presented on the base of all mobile handset owners and datadisplayed by city types (Metros, Tier 2, Tier 3, Tier 4)

In addition, there are individual telecom circle-wise datasets

Reporting

Note: Reporting by any telecom circle or brand in the supplement dataset is subject to collection of sufficient sample responses in the survey


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Overall Mobile UserLevel Dataset

Supplementary Level

Datasets

Pricing Mobile Service Datasets*

India Mobile Service

Rs. 250,000(data at all India, urban, rural andcircle type level only)

* 10.3% service tax extra

Telecom Circle-wise Datasets

Rs. 100,000 per telecom circle(data at the individual telecom circlelevel only)

* Key Findings PowerPoint Report for any dataset (only on order) Rs. 50,000 per dataset

Single Datasets

Combo Datasets

+Up to 5 telecom circle-wise

datasets

6 - 12 telecom circle-wise

datasets

All telecom circle-wise

datasets

+

+

Rs. 500,000

Rs. 700,000

Rs. 900,000

India Mobile Service(data at all India, urban, rural, circle

type, city type and village type level)


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Pricing Mobile Handset Datasets*

Overall Mobile UserLevel Dataset

Supplementary Level

Datasets

India Mobile Handset

Rs. 250,000(data at all India, urban, rural andcity type level only)

* 10.3% service tax extra

Telecom Circle-wise Datasets

Rs. 100,000 per telecom circle(data at the individual telecom circlelevel only)

* Key Findings PowerPoint Report for any dataset (only on order) Rs. 50,000 per dataset

Single Datasets

Combo Datasets

+Up to 5 telecom circle-wise

datasets

6 - 12 telecom circle-wise

datasets

All telecom circle-wise

datasets

+

+

Rs. 500,000

Rs. 700,000

Rs. 900,000

India Mobile Handset(data at all India, urban, rural, circle

type, city type and village type level)


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Payment Terms : 50% advance, 50% after delivery of all datasets/reports

Delivery Timeline : Overall Level Datasets (India Mobile Service / India Mobile Handset)

Week of 2nd August 2010

: Supplementary Level Datasets (telecom circle wise)

2 days from order thereafter from date of order

: PowerPoint Report

1 week per dataset report thereafter from date of order

Reporting Format : Query access based online dataset

Payment Terms & Delivery


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India Mobile 2010(Information Coverage)

Size Estimates of Mobile Users in India(All India, Urban/Rural, By Circles, By Operators, By Connection Tech, By Connection plan)

Total mobile phone using households, No. of mobile phones users per household, Total no. of connections (SIMs) and handsets in the

household

Total mobile phone using individuals, No. of mobile phones per individual (SIMs, Handsets), Cumulative base of active mobile phonesubscriptions (SIMs) and handsets, SIMs and handsets bought in last 6 months, SIMs and handsets likely to buy in next 6 months

Geographics of Mobile Users

Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts

Mobile Usage Habits

Connection Usage: No. of active SIMs, Service providers of all SIMs, Type of connection technology, Type of connection plan, Average

minutes talked daily, Monthly bill, Whether will switch connection if number portability becomes operational

Most used SIM, Service Provider of most used SIM, Services subscribed to on this most used connection

Whether uses internet on mobile phone

Handset Usage: No. of active handsets, Handset brand and model, Handset price

Handset for most used SIM, Handset brand and model of most used SIM, Features present on this most used handset

Whether listens to music on a mobile device


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Personal Demographics of Mobile Users Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE or other earning member or dependent

member of the household)

Occupation, Individual Income classification (if earning), Education, Medium of Education

Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics of Mobile Users Most important priorities in life currently, Current hobbies and interests, Living celebrity currently identify with the most

Favorite indoor entertainment activities, Favorite outdoor entertainment activities

Parameter that defines status in the society for them, Desired professional qualification for self/children (as applicable)

Self perception of own physique (physical fitness and looks)

Personal Consumption Lifestyle Orientation Personal Consumption Lifestyle classification

Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get-

together, in solving a problem, in deciding to buy products/services)

Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy whats latest & trendy, frequency of replacing

things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to

consume or save if income declines)

Buying Orientation (Price-quality orientation), Attributes give weight-age to when buying, Factors give weight-age to when deciding

place of buying, whether responded to a marketing/advertising stimulus in the past



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Other Personal Consumption Habits & Lifestyle Type of vehicle driven (car, scooter, motorcycle), Whether owns a credit card, no. of credit cards owned, card types

Whether a computer user and type of computer if used at home

Whether an internet user, place from where accessing internet, whether uses internet using laptop while traveling

Whether holiday in India and frequency of taking such holidays, Whether holidays abroad and frequency of taking such holidays Whether drink alcohol and type of alcohol consumed, whether smokes cigarette and type of cigarette smoked

Whether uses certain lifestyle products and the brands used (Jeans, Sports shoe, Deodorant, Bottled/Mineral water,

Cornflakes/Processed cereals, Packaged Fruit Juice, Eating Fast Food, Home delivery of food, Air Travel, 3Star+ hotel)

Households Socio-Economic Profile Family classification by lifecycle stage, Family size

Highest occupation & education levels in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification

Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household

income, Spending power classification, Ownership status and size (carpet area) of house living in

Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing

Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video

Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor,

Tube well/Pump, Transistor/Radio)

Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection,

Washing Machine, Car, Motorcycle, Scooter, Computer)

Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental

Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)



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Personal Health Profile

Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid

Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles), Preference for type treatment/medication for the serious

lifestyle disease suffer from

Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough & Cold, Head

ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)

Personal Media Usage

Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends

Type of TV content watched and the 3 most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies,

Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)

Type of newspaper/magazine read and the 3 most read brands for each type (Regular Newspaper, Business Newspaper, Regular

Magazine, Business Magazine)

3 most listened to radio channels

Dominant (most used) media



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Contact Details

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

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

Telephone : +91-11-29535098, +91-9811256502

Contact Person : Sanjay Tiwari

Email : [email protected]

Website : www.juxtconsult.com


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