Mobile advertising network InMobi has released a survey revealing nuances of mobile Internet usage patterns in India. The survey was conducted at IIT School of Management and surveyed 205 college-aged consumers. Although a very specific sample group, the results do offer some insight into India’s youth generation, who make up the largest population sector in the country.
According to the survey, 57 per cent of the respondents browsed the Internet on their mobile phones, and close to one-third of respondents, who surfed the Internet through their mobile phones, engaged with brands that advertise. Of whose who engaged with the ads, they were most likely to visit the ad’s website (72.5 per cent), but also went so far as to call the company (10 per cent), or buy the product (17.5 per cent).
Survey results also showed that the college-aged consumers are equally interested in almost all genres of mobile advertising, as long as the advertisements have something significant to offer and do not interfere with the mobile browsing experience. Among ads, those most welcomed are fast free coupons, free mobile games with embedded unobtrusive ads, money transfer services, free humorous clips and Bluetooth-based ‘alerts’ for items on sale nearby.
India is currently the second largest mobile market in the world after China, and nearly 10-12 million mobile subscribers are added monthly in the country. (Source: VitalAnalytics) The country’s largest cities have the highest mobile Internet usage; however, many small to mid-sized towns such as Meerut, Aligarh, Jalandhar, Kanpur, Kota, Hassan and Thiruvananthapuram generated almost a fourth of the mobile browsing traffic.
Mobile Internet browsing is also spread across income groups of those with mobile phones. Specifically, 20 per cent of the respondents who access the Internet on their mobile phones are from the working class demographic, 38 per cent are from the lower middle class and 42 per cent are from the upper middle class. This data shows that mobile Internet usage is not limited to only the upper middle class.
Mobile is clearly becoming a mass medium in India – having extended out from only the most affluent individuals in the very largest metropolitan areas.
In addition, Airtel is the clear leader in terms of the percentage of respondents browsing the Internet on their mobile phones. Reliance is the only service provider where less than 50 per cent of the respondents browse the internet, most likely because Reliance phones are not used frequently for value-added services.
InMobi, formerly mKhoj, is one of the fastest growing global mobile advertising networks. InMobi delivers the best results to its partners through its intelligent mobile web advertising solutions. The advanced technology enables advertisers to discover their target audience on mobile Internet sites in a measurable manner. Publishers can leverage the capability to serve contextual ads to the users of their sites, thereby increasing the value of their mobile property. InMobi’s vast reach in collaboration with the precision of the mobile medium provides the optimal platform for advertisers and publishers of mobile internet sites.