The report aims to provide media planners, advertisers and brand custodians with in-depth mobile internet audience insights.
The Mobile Marketing Association (MMA), in association with Vserv, recently released the mobile internet consumer report India, which demystifies the evolving Indian mobile internet users, 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.
According to the report, the Indian mobile internet user is young, affluent and app savvy. Sixty per cent of the mobile internet users in India are aged below 24 years. A majority, almost 70 per cent of the mobile internet user base in India, belongs to the affluent earning class.
Among the consumption habits, the report mentions that mobile internet users love mobile ads that provide downloadable content (59 per cent), followed by those that help them learn about a brand (41 per cent). Apps and games (69 per cent) are the most downloaded form of content, followed by videos (57 per cent) and music (44 per cent).
The Mobile Internet Consumer report produced by MMA and Vserv.mobi is based on a primary survey of more than 2,000 mobile web and app users. The two-week long survey was conducted in July.
Read the entire report below: