mobile internet in india
TRANSCRIPT
On Device Research Services
On Device Answers
On Device Effectiveness
On Device Panels
Device agnostic survey product. Works on mobile, PC, iPad.
Advertising effectiveness for
mobile and outdoor media.
Global consumer research panels. Quick and affordable insight
from any country.
Research Methodology
• Online interface allows clients to create and edit surveys.
• 5 question types available.• Automatically identifies device,
carrier and GPS location (where possible).
• Consumers fulfil survey on the mobile internet.
• The sample is representative of mobile internet browsers and weighted by OEM share and demographics.
• Survey results are processed and analysed.
• Analysts deliver insight into consumer behaviour and attitudes.
Yes No0%
10%
20%
30%
40%
50%
60%
70%59%
41%
Do you have a bank account?
% M
obile
Inte
rnet
Use
rs
Mobile Internet survey created through On
Device Answers
Respondents recruited through On Device
Panels
Data analysed to retrieve insights
• Mobile Internet Overview• Opera Mini• Mobile Payments
Agenda
46% of Mobile Internet Users Don’t Use the PC Internet
• 90% of mobile internet users browse at home.
• These two facts combined show how the mobile internet will play a different role in Indian society. Instead of being an additional Internet access method, like it is in many developed markets, it is the primary method for most.
At home Outside At work University or school
Whilst Travelling
0%
20%
40%
60%
80%
100% 90%
31%26%
19% 19%
Location of Mobile Internet Usage
% M
ob
ile B
row
se
rs
Use PC Internet Don't Use PC In-ternet
40%
50%
60%
54%
46%
PC vs Mobile Internet Usage
% M
ob
ile B
row
sers
Country: IndiaDate: June 2010 - N = 1070
69% of Indian Mobile Internet Browsers Use Search
• Communication services such as e-mail and social networking popular.
• Cricket news and scores the top information genre.
Searc
h
E-mai
l
Social
Net
workin
g
Cricke
t New
s + S
core
s
Enterta
inm
ent N
ews
World
+ L
ocal N
ews
0%
20%
40%
60%
80%69%
42% 39% 38% 38%29%
Top Genres for Mobile Internet Usage
% M
ob
ile
Bro
wse
rs
Country: IndiaDate: June 2010 - N = 1070
Mobile Internet Users are Largely Young Males
• Most mobile Internet users in India are males between 18 and 24, a typical early adopter profile.
• There are few females or over 35 year olds.
13-17 18-24 25-34 35-44 45+ Male Female0%
20%
40%
60%
80%
100%
15%
59%
21%
5%0%
95%
5%
Mobile Internet Demographics
% M
ob
ile B
row
sers
Country: IndiaDate: June 2010 - N = 1070
65% of Indian Mobile Internet User Have a Nokia
• Nokia dominates the Indian mobile Internet market.
• Samsung and Sony Ericsson are the only other OEM’s with any meaningful share.
Nokia
Samsu
ng
SonyEric
sson LG
Huawei
Mic
rom
ax
Moto
rola
0%
10%
20%
30%
40%
50%
60%
70% 65%
13%9%
1% 1% 1% 1%
Mobile Internet Users By OEM
% M
ob
ile B
row
se
rs
Country: IndiaDate: June 2010 - N = 1070
• Mobile Internet Overview• Opera Mini• Mobile Payments
Agenda
Opera Mini Browsers Use the Mobile Internet More Frequently
• 25% of Opera Mini users browse the mobile Internet at least one hour per day, which is 50% more likely than those who don’t use Opera Mini.
• 78% of Opera Mini users browse the mobile Internet on a daily basis.
At least 1 hour per day
Everyday Total Daily Users Several times a week
A few times a month
0%10%20%30%40%50%60%70%80%90%
25%
53%
78%
12% 9%17%
53%
69%
20%11%
Frequency of Mobile Internet Usage
Opera Mini Users Non Opera Mini Users
% G
rou
p
Country: IndiaDate: June 2010 - N = 1070
28% of Indian Mobile Browsers Use Opera Mini
• A third of Nokia browsers use Opera Mini, a higher penetration compared to Sony Ericsson and Samsung.
• Many Nokia devices come pre-installed with Opera Mini.
Total Nokia SonyEricsson Samsung0%
5%
10%
15%
20%
25%
30%
35%
28%
32%
20%
12%
% of Browsers Who Use Opera
% M
ob
ile B
row
sers
Country: IndiaDate: June 2010 - N = 1070
• Mobile Internet Overview• Opera Mini• Mobile Payments
Agenda
Over Half of Mobile Browsers Don’t Have a Bank Account
• Half of those who don’t have a bank account stated that they would purchase goods and services via their mobile phone, given the chance.
No Yes42%
44%
46%
48%
50%
52%
54%
56%
54%
46%
Bank Accounts for Mobile In-ternet Users
% M
ob
ile B
row
se
rs
Would Purchase via Mobile Phone
I would not pur-chase items using my mobile phone
0%
10%
20%
30%
40%
50%
60%
49% 51%
Non Bank Account Holders - Atti-tudes Towards Mobile Payments
% N
on
Ba
nk
ed
Country: IndiaDate: June 2010 - N = 1070
Most Mobile Internet Users Willing to Use Mobile Payments
• 55% of Indian mobile Internet users trust their mobile for purchasing goods and services.
• Most are willing to spend small amounts but 22% stated they would buy goods and services over 501 Rupees (£7.30). Existing payment methods (PSMS) will not be suitable for many transactions over this amount.
0-500 Rupees 501-1,000 Rupees
1,001-2,500 Rupees
2,500-10,000 Rupees
10,000+ Rupees
I would not purchase items using my mo-
bile phone
0%
10%
20%
30%
40%
50%
33%
9%4% 6%
3%
45%
How much are you willing to spend on goods and services using your mobile phone?
% M
ob
ile B
row
se
rs
Country: IndiaDate: June 2010 - N = 1070
