Mobile Youth Trends India Report 2010 The Mobile Youth Trends India Report 2010 Table of Contents Published May 2010 The Mobile Youth Trends India 2010 Report provides marketing and product managers and overview of both the quantitative and qualitative state of play with young mobile customers (aged 5-29). With both key market ownership statistics (from ARPU by age to churn rates) and behavioural patterns analyzed, we aim to help you better understand market direction and motivators. Produced with our local Indian research partner and based on 10 years of global mobile youth research methodologies practises across 65 markets. ww. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 What is mobileYouth? mobileYouth is both a study of the universe of young people and a guide to better develop and market products for these consumers. It’s all too easy to get lost in the technology, the non-sensical self-talk of the internet, mobile and media industries when sometimes the smallest things create the biggest leverage in customers satisfaction. Building dialogue and trust with young consumers through internal change Points of change typically revolve around: • •
Building proactive dialogue with consumers rather than “listening” Change through adopting new internal language and semantics (e. g. dumping useless terms such as “killer applications”, “value chains”, “end users” etc in favor of “services”, “value networks”, “consumers”) Integrating the product development and marketing processes Creating consumer advocacy through establishing the company within the peer group Experimenting with youth as brand stakeholders Measuring internal performance and KPI through “lifetime customer value” rather than “net adds” • • • From Apple to Zain We’ve been covering 65 countries now since the project’s inception and it continues to grow, bringing on board new and exciting clients who we have the privilege of working with and learning from for the first time from McDonald’s to Adidas to Apple to the European Commission. It doesn’t really get much better than that in terms of scope and scale for consumer insight. www. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 www. mobileyouth. rg • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 4 Key Youth Trends Key Trend #1 Growth & Saturation • • • • • • • • • • • Youth mobile ownership India Infographic India joins The Big 5 Youth mobile markets Mobile user profile 1 Handset device share Mobile youth revenues Multiple mobile account ownership in India Mobile user profile 2 Youth Metro Affluent vs. Youth Rural Emergent forecast growth Indian villages and Rural Emergents Rural Emergent Mobile Youth User Profile What influences Rural Emergents?
Key Trend #2 Mobile Number Portability Accelerates Churn Key Trend #3 Youth Rural Emergents www. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 Key Trend #4 The Rise of Mobile Internet • • VAS breakdown of services Mobile Social Networking by City Customer Profiles www. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 Action Plan •What are the key action points for mobile companies in India? Appendix Data Tables 1.
Youth population by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 2. Youth mobile ownership by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 3. Youth mobile penetration by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 4. Youth mobile churn rates by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 5. Youth Average spend on mobile 2006 to 2010 6. Mobile spend on data and voice calls split by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 Who should read this report? www. mobileyouth. rg • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 * Business managers developing a value proposition or marketing plan to create internal change or focus internal resources on youth related projects * Product managers tasked with driving uptake with young consumers * Segment managers who want to understand the steps necessary to maximise customer value * Strategists developing execution roadmap for youth related business units Methodology The annual mobileYouth reports are a combination of quantitative and qualitative research. obileYouth provides in-depth analysis of issues facing companies engaging with young consumers worldwide. Each report covers a single strategic subject area–subjects deemed worthy of detailed analysis by our clients, major industry players who use our studies in their strategic planning. Each report sets up the issues and market conditions, describes the players, cites the market factors, and projects marketplace trends. Written clearly and concisely, each report makes full use of charts and graphs to present market data and projections.
It is important for us that our information is as reusable as possible and where required charts, tables and graphs are presented in a format which can be easily extracted and re-used in presentations and reports. First launched in 2001, mobileYouth is an ongoing study of the behavioural and consumption trends of young people worldwide hence there is no project start or end date – all research work is ongoing and we are increasing the use of video interviews so that our clients can hear directly from what young people are telling them.
Our research approach is the same for each study, a typical report begins with a scan of our internal databases and secondary sources–the fastest www. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh. [email protected] org Mobile Youth Trends India Report 2010 way for an analyst to review current market conditions. Next, analysts conduct primary interviews in the marketplace to cross-check secondary sources and gather additional data for a preliminary market assessment. We then compile the baseline information and use it to build a tentative market odel. We size the market, determine upside/downside market potential, and look for factors that could alter future market conditions. At this stage, we often feed discrete findings back to knowledgeable industry players to test assumptions. We then test the markets assumptions against what young consumers are telling us in our qualitative research. Each year we interview thousands of young people and in some cases their parents across 20 countries including UK, USA, Germany, Japan, China, India, Singapore, South Africa etc.
In 2008 we added Ukraine, Philippines, Bangladesh, Pakistan, Brazil and Malaysia due to meet client needs. Finally, the findings go through an internal review, where senior staff members probe and challenge assumptions. Only upon a satisfactory conclusion of this review is the study deemed ready for our thorough editorial process and final publication. About the Authors Born in the UK, Graham Brown has spent his life living and working in both London and Tokyo. A keen psychology graduate, Graham has focused his marketing career on understanding what influences consumer behavior.
Graham established mobileYouth in 2001 with Josh Dhaliwal at a time when the blanket industry response to youth was “we don’t do kids”. Needless to say, things have changed a little since then and Graham’s role in the organization has evolved from knocking on the doors of operators to maintaining the research momentum and deepening our understanding of what the consumer wants. As well as speaking at industry conferences on the subject of young www. mobileyouth. org • phone: 44 (0) 207 386 3635 • Josh.
[email protected] org Mobile Youth Trends India Report 2010 consumers, Graham has appeared on CNBC, Sky, CNN and BBC TV regarding youth marketing issues as well as in print with the FT, Guardian, WSJ and the Sunday Times. Samyak Chakrabarty is amongst the country’s youngest Media Entrepreneurs. While being the only Indian Youth Marketer at the ‘Global Youth Research Partnership’, He has spoken at various national and international forums on Youth behaviour & engagement strategies.