India Mobile 2010

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

Highlights!
‡ Differentiates and estimates the mobile ¶subscriber base· (users) and the ¶subscription base· (SIMs) across all telecom circles in India

‡

Estimates based on one of the largest single survey in the country - covering over 250,000 individuals living in 58,000 households across all the 22 telecom circles, using ¶2-stage random sampling· methodology

‡

Psychographic and lifestyle segmentation and profiling of mobile users

‡

Estimates and profiles mobile users owning ¶multiple SIMs· as well as those accessing internet on their mobile phone

Study Overview 
Most ¶recent and representative· survey-based estimates of mobile phone users in urban and rural India
Estimates based on a very large land survey of over 250,000 individuals spread across all mainland states & union territories (covering all the 22 telecom circles) of the country. Survey conducted in Apr²May 2010 among 37,000 households in 101 cities and 21,000 households in 1,000+ villages ² a total of over 58,000 households 

Most ¶comprehensive· profiling of Indian mobile users ² 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, economic status, psychographic profile, day-to-day lifestyle habits & preferences, and their mobile handset and service usage patterns and preferences Demographic profiling and individual level SIM and handset ownerships data is based on 250,000+ individuals sample, accounting for all individuals living in the surveyed households. Mobile usage details, psychographics and consumption lifestyle profiling is based on 58,000 individual sample (respondents answering questions on behalf of their respective households)

Study Methodology 
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) ² all 22 telecom circles were covered extensively 

Though the selection of towns and villages was ¶purposive· (to cover all population strata towns and villages), the sampling within the towns and villages 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
(or systematic random selection of nth house in the polling booth area if the electoral list was not available for the polling booth) 

To estimate the mobile user-ship in India correctly and to make the findings of the survey representative of all mobile users in India (and not just of those surveyed), telecom circle-wise, polling booth level ¶demographic· representation weights as derived from authentic ¶Govt. of India· base-level population statistics (NSSO/Census/RGI) are applied to the survey data

Reporting
‡ The India Mobile 2010 study findings will be available as query-based online datasets with findings presented as tables/graphs/charts

‡ There are two overall level datasets:
² India Mobile Service - with findings presented on the base of ¶all mobile service users· and data displayed by telecom circle types (Metro, A, B and C) ² India Mobile Handset - with findings presented on the base of ¶all mobile handset owners· and data displayed by city types (Metros, Tier 2, Tier 3, Tier 4)

‡ In addition, there are individual telecom circle-wise datasets

Note: Reporting by any telecom circle or brand in the supplement dataset is subject to collection of sufficient sample responses in the survey

Pricing ² Mobile Service Datasets*
Overall Mobile User Level Dataset

Supplementary Level Datasets

Single Datasets
India Mobile Service Rs. 250,000
(data at all India, urban, rural and circle type level only)

Telecom Circle-wise Datasets Rs. 100,000 per telecom circle
(data at the ¶individual telecom circle· level only)

Combo Datasets

+
India Mobile Service
(data at all India, urban, rural, circle type, city type and village type level)

Up to 5 telecom circle-wise datasets 6 - 12 telecom circle-wise datasets All telecom circle-wise datasets

Rs. 500,000

+ +

Rs. 700,000

Rs. 900,000

* Key Findings PowerPoint Report for any dataset (only on order) ² Rs. 50,000 per dataset
* 10.3% service tax extra

Pricing ² Mobile Handset Datasets*
Overall Mobile User Level Dataset

Supplementary Level Datasets

Single Datasets
India Mobile Handset Rs. 250,000
(data at all India, urban, rural and city type level only)

Telecom Circle-wise Datasets Rs. 100,000 per telecom circle
(data at the ¶individual telecom circle· level only)

Combo Datasets

+
India Mobile Handset
(data at all India, urban, rural, circle type, city type and village type level)

Up to 5 telecom circle-wise datasets 6 - 12 telecom circle-wise datasets All telecom circle-wise datasets

Rs. 500,000

+ +

Rs. 700,000

Rs. 900,000

* Key Findings PowerPoint Report for any dataset (only on order) ² Rs. 50,000 per dataset
* 10.3% service tax extra

Payment Terms & Delivery
‡ Payment Terms
: 50% advance, 50% after delivery of all datasets/reports

‡

Delivery Timeline

: Overall Level Datasets (India Mobile Service / India Mobile Handset) 1st Week July 2010

: Supplementary Level Datasets (telecom circle wise) 1 week thereafter from date of order

: PowerPoint Report 1 week per dataset report thereafter from date of order

‡

Reporting Format

: Query access based online dataset

India Mobile 2010
(Information Coverage)
Size Estimates of Mobile Users in India
(All India, Urban/Rural, By Circles, By Operators, By Connection Tech, By Connection plan)

‡ ‡

Total mobile phone using households, No. of mobile phones users per household, Total no. of connections (SIMs) and handsets in the household Total mobile phone using individuals, No. of mobile phones per individual (SIMs, Handsets), Cumulative base of active mobile phone subscriptions (SIMs) and handsets, SIMs and handsets bought in last 6 months, SIMs and handsets likely to buy in next 6 months

Geographics of Mobile Users
‡ Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual cities

Mobile Usage Habits
‡ Connection Usage: No. of active SIMs, Service providers of all SIMs, Type of connection technology, Type of connection plan, Average minutes talked daily, Monthly bill, Whether will switch connection if number portability becomes operational Most used SIM, Service Provider of most used SIM, Services subscribed to on this most used connection Whether uses internet on mobile phone

‡

Handset Usage: No. of active handsets, Handset brand and model, Handset price Handset for most used SIM, Handset brand and model of most used SIM, Features present on this most used handset Whether listens to music on a mobile device

India Mobile 2010
(Information Coverage)
Personal Demographics of Mobile Users
‡ ‡ ‡ Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE or other earning member or dependent member of the household) Occupation, Individual Income classification (if earning), Education, Medium of Education Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics of Mobile Users
‡ ‡ ‡ ‡ Most important priorities in life currently, Current hobbies and interests, Living celebrity currently identify with the most Favorite indoor entertainment activities, Favorite outdoor entertainment activities Parameter that defines ¶status in the society· for them, Desired professional qualification for self/children (as applicable) Self perception of own physique (physical fitness and looks)

Personal Consumption Lifestyle Orientation
‡ ‡ ‡ Personal Consumption Lifestyle classification Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/gettogether, in solving a problem, in deciding to buy products/services) Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what·s latest & trendy, frequency of replacing things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to consume or save if income declines) Buying Orientation (Price-quality orientation), Attributes give weight-age to when buying, Factors give weight-age to when deciding place of buying, whether responded to a marketing/advertising stimulus in the past

‡

India Mobile 2010
(Information Coverage)
Other Personal Consumption Habits & Lifestyle
‡ ‡ ‡ ‡ ‡ ‡ Type of vehicle driven (car, scooter, motorcycle), Whether owns a credit card, no. of credit cards owned, card types Whether a computer user and type of computer if used at home Whether an internet user, place from where accessing internet, whether uses internet using laptop while traveling Whether holiday in India and frequency of taking such holidays, Whether holidays abroad and frequency of taking such holidays Whether drink alcohol and type of alcohol consumed, whether smokes cigarette and type of cigarette smoked Whether uses certain lifestyle products and the brands used (Jeans, Sports shoe, Deodorant, Bottled/Mineral water, Cornflakes/Processed cereals, Packaged Fruit Juice, Eating Fast Food, Home delivery of food, Air Travel, 3Star+ hotel)

Household·s Socio-Economic Profile
‡ ‡ ‡ ‡ Family classification by lifecycle stage, Family size Highest occupation & education levels in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household income, Spending power classification, Ownership status and size (carpet area) of house living in Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio) Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection, Washing Machine, Car, Motorcycle, Scooter, Computer) Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)

‡ ‡

India Mobile 2010
(Information Coverage)
Personal Health Profile
‡ Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles), Preference for type treatment/medication for the serious lifestyle disease suffer from ‡ Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough & Cold, Head ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)

Personal Media Usage
‡ ‡ ‡ ‡ ‡ Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends Type of TV content watched and the 3 most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies, Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon) Type of newspaper/magazine read and the 3 most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine, Business Magazine) 3 most listened to radio channels Dominant (most used) media

Contact Details
‡ Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi ² 110030

‡ Telephone ‡ Contact Person ‡ Email ‡ Website

: +91-11-29535098, +91-9811256502 : Sanjay Tiwari : sanjay@juxtconsult.com : www.juxtconsult.com

Thank You!

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