Snapshot - Juxt India Mobile 2010

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India Mobile 2010Mobile Phone Users in India and their Mobile Usage Behavior and Preferences

Study Overview Most recent survey-based estimates of active mobile phone subscribers and subscriptions across telecom circles in IndiaEstimates based on a very large land survey of over 259,341 individuals spread across all the mainland states & union territories (covering all the 23 telecom circles) of the country. Survey conducted in AprMay 2010 among as those accessing internet on their mobile phones 37,024 households in 100 cities and 20,396 households in 1,040 villages. Estimates cover both multiple SIM mobile users as well

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).

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

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

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)

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

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

Excerptsfrom the Executive Summary

The Big Picture 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 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

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 ha