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Indian mobile internet users are young, affluent and app savvy: Report

Mobile Marketing Association and unveil the first Mobile Internet Consumer Report for India

BestMediaInfo Bureau | Delhi | September 5, 2013

Click on the image to download the full report.

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, a global mobile ad-network, in association with the Mobile Marketing Association (MMA). Titled ‘The Mobile Internet Consumer - India 2013’, 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.

 “While the opportunities to exploit the mobile medium remain strong, India’s 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, 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,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia-Pacific.

Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy,, said,  “In this digital era, brands have recognised the power of the mobile medium and 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.”

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.  Some of the key highlights include:

Demographic Profile

  • 60% of the mobile internet users in India are below 24 years; this is visibly higher than the South-east Asia user base which stands at 47%
  • Almost half of mobile internet users in India are highly educated, equipped with graduate or postgraduate degrees
  • A majority, almost 70% of the mobile internet user base in India belongs to the affluent earning class. They frequently eat out, watch movies and go shopping, indicating higher disposable income
  • There is a higher proportion of students among the mobile internet user base seen in India (29%) compared to South East Asia (18%)

Consumption Habits

  • Mobile internet users are content and information hungry, often turning to mobile advertising to fulfil these needs
  • Indian consumers love mobile ads that provide downloadable content (59%), followed by those that help them learn about a brand (41%)
  • Apps and games (69%) are the most downloaded form of content followed by, videos (57%) and music (44%)

The Mobile Internet Consumer report produced by MMA and 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. A copy of the full report, can be downloaded here.

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