Mobile Marketing Association and Vserv.mobi unveil the first Mobile Internet Consumer Report for India
BestMediaInfo Bureau | Delhi | September 5, 2013
A majority of the Mobile internet users in India belong to the Gen Z category (below 24 years), and almost half of the total is highly educated, equipped with graduate or postgraduate degrees. These are some insights from a joint report released by Vserv.mobi, a global mobile ad-network, in association with the Mobile Marketing Association (MMA). Titled âThe Mobile Internet Consumer - India 2013â, the report demystifies the evolving Indian mobile internet user, their consumption pattern, purchasing power and lifestyle choices.
The report also aims to provide media planners, advertisers and brand custodians with in-depth mobile internet audience insights, to enhance their reach to the right target audience across India.
Â âWhile the opportunities to exploit the mobile medium remain strong, Indiaâs incredibly large and varied population means that the stakeholders across the mobile marketing industry are confronted with a unique set of challenges that need to be addressed. We hope that this report, in partnership with Vserv.mobi, will provide brands, app developers and operators the actionable consumer insights they need in order to meet the growing expectations of the tech-savvy Indian consumer,â said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia-Pacific.
Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy, Vserv.mobi, said,Â âIn this digital era, brands have recognised the power of the mobile medium and Vserv.mobi is committed to further fuel the growth of the ecosystem globally. With our report developed in close collaboration with MMA, we aim to provide Indian marketers with ready-to-use consumer insights, explain user behaviour and address important industry challenges. As the medium passages on its growth trajectory, we will continue to help brands customize campaigns to offer a unique and targeted experience.â
MMA and Vserv had recently released the first Mobile Internet Consumer Report for South-east Asia, which provided insights into mobile internet usage across six South-east Asian countries, namely, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Enhanced customer experience ranks as one of the top priorities for every brand. Therefore, the ability to leverage consumer insights provides unprecedented opportunities to drive higher engagement and recall.
According to the India report, the Indian mobile internet user is young, affluent and app savvy.Â Some of the key highlights include:
The Mobile Internet Consumer report produced by MMA and Vserv.mobi is based on a primary survey of over 2,000 mobile web and app users. The two-week long survey was conducted in July 2013.Â A copy of the full report, can be downloaded here.