In a recent study conducted by Mogae Media, it is proven that 4G is transforming life of not only the telecom and media space, but also lives of Indians as well. The 4G network is changing the way India consumes content, buys products and service and even the way we work.
The number of 4G SIM cards is expanding exponentially, holding out the promise of a world rich with information and convenience. Restaurants in the vicinity, taxi availability, travel bookings, traffic… information on all these and more is available on the screen you hold. You can also make video calls and be part of meetings irrespective of where you are.
The study was conducted in October 2016 by Mogae’s Incelligence team across 8,144 4G users across India. This study threw up some interesting observations; the early adopters are the trendsetters – they have high social standing, financial sophistication, a good education, and are more socially forward. They are true influencers. These influencers are of high interest to marketers because they are high spending, high consumer and a highly engaged group.
This group is of interest to media and advertising organizations. The demographics and spread of the 4G users are also interesting. Commenting on the insights shared by the study conducted, Sandeep Goyal, Chairman, Mogae Media says, “4G users occupy important positions in the Indian spending ecosystem, making them crucial to any brand. They are spending more, consuming more and have embraced technology to make life easier”.
Adds Goyal, “Most of the 4G users spend a large part of their lives on their smartphones, which makes digital advertising important to how this group perceives brands and their value. Marketers need to employ new ways of engaging early across smartphones, tablets and social media to captivate and retain this group. This group is always connected and expects a seamless experience across devices. They have the world at their fingertips and no brand can afford to ignore them.”
More than a third of 4G users are in Delhi, Mumbai, Chennai and Kolkata, but the next wave will be witnessed in tiers 1 and 2 cities. In fact, the first signs of this can be seen already: 23% of 4G users are from Tier 2 cities.
The southern states have taken to 4G faster than the northern ones (especially Uttar Pradesh and Bihar), though the latter are expected to catch up. The real surprise is that 30.3% of 4G users are in rural India – rich farmers and rural industrialists.Incidentally, we are seeing a ‘leapfrogging’ trend – 21% of those who migrated to 4G were 2G users, who bypassed 3G altogether.
Significantly, 4G users are consuming much more data than they did earlier – much of it on entertainment, travel, luxury, food – and most of them use Android. Most of the data users in Rs 500-Rs 1,000 ARPU band are 4G users.
While most of the early adopters are young males (73%), women consume more data on an average (1,377 MB compared to 1,063 MB for men).
These were some of the insights from the report:
· Whatsapp, Facebook and Youtube lead the app parade amongst 4G users. Hotstar is at No.1 for cricket and content
· Many 4G users travel regularly (21% have flown domestically; 6% internationally in the past 3 months) and most of them (72%) conduct financial transactions on their phones, including shopping (40%), ordering food (39%) and groceries (9%) or buying rail tickets (17%). They seek a good lifestyle, with 20% spending on movies, plays and concerts. A few of the users look for jobs (5%), real estate (3%) and life partners (3%), and avail of healthcare services (15%) or many frequent a gym (32%)
· Video viewing has gone up by 102% amongst new switchers to 4G
· There is very little evidence of users porting from one operator to another (less than 10%). Hence, users of Reliance 4G are mostly customers of Airtel, Vodafone and Idea who’ve additionally acquired a new 4G SIM.