Top Story


Home >> Digital >> Article

Mobile users willing to spend on upgrades: IDC study

Font Size   16
Mobile users willing to spend on upgrades: IDC study

Mobile users are willing to spend on an average Rs 3,000 more to upgrade their handsets to have features such as digital camera, FM radio and speaker phones, according to the IDC India Mobile Handsets Study 2005.

At present, the average amount spent on the handset is Rs 4,500

"Most handset vendors are following the right communication mix by using these aspired features to sway the target audience," Mr Parijat Chakraborty, Head of User Research and Communication Research in IDC India, said.

There is growing demand for value-added services such as MMS, WAP, GPRS, and Tri-band , but any mass appeal is yet to develop for them.

"The hype around these services is coming down , primarily due to high service cost and low relevance. However, among specific segments, these services are exhibiting high to very high demand. The handset marketers need to focus on segmented communication approach for these niche segments," said Mr Chakraborty.

Handset features that are seldom used by users are reminder, scheduler and organiser.

The study also reveals some interesting facts on the handset-usage pattern. The handset is used for one hour in a day on an average for voice communication. The average number of received in a day is 12 while the average number of calls made is 8.

It indicates the continuation of the dominance of landline-to-mobile calls vis-à-vis the other-way, as observed in previous studies as well.

The unsolicited calls from call centres for selling services and goods are also responsible for the higher number of incoming calls.

Mobile users send four SMS a day on an average, while the number of SMS received is higher, at six a day. The number of incoming SMS is high due to number of messages from mobile service providers giving information about various downloads such as ring tones and contests.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems