Discussing the Demographics and Psychographics of the Indian Mobile Phone Consumer

1. The Indian Mobile Phone ConsumerDemographics, Psychographics and Usage studies Findings from survey by JUXT Consulting

3. With an avg. of 1.3 connections per user, the total ‘active’ mobile connections in India are 343 mn***Current Mobile Usage Status in India All Mobile Connections in India 343 million Rural Mobile Connections 108 million Urban Mobile Connections 235 million 1.5 connections per user (avg) 1.1 connections per user (avg) Rural Mobile Users 95 million Urban Mobile Users 155 million 2.8 users per household (avg) 1.5 users per household (avg) Rural Households with Mobile Phone Users 62 million Urban Households with Mobile Phone Users 55 million ** Indian population taken at approx. 1,159 million - NSSO/Census data projected for 2009 by Indicus Analytics. *** TRAI claimed 398 mn mobile connections as of end May 2009

5. 25-35 years is the single largest mobile user age group. However, 19-24 years ones show the highest ‘penetration’ as well as the highest ‘propensity’ to own mobile phones

6. Only 1 in 5 mobile Indian is a woman

8. 2 out of 3 mobile users are ‘unmarried singles’ – when almost half of all Indians are married

9. Students form the largest occupational group of mobile users, followed by self-employed

11. Interestingly, SEC ‘E’ forms almost as big a base of mobile users as SEC ‘A’

12. SEC ‘B’ and ‘A’ are the most mobile penetrated SEC groups

14. Reliance, Tata Indicom and MTNL have relatively more ‘mature’ user profiles in age

17. More of them associate ‘role of technology’ with ‘entertainment’ than with ‘socialization’. They associate TV more with ‘entertainment’ and ‘mobile phone’ more with ‘staying connected’

18. 1 in 4 is a ‘gadget freak’ and 1 in 5 looks for ‘style’

20. ‘Money’ is the top current priority of more of them. ‘Education’ & ‘Family’ come 2nd and 3rd

21. They are highly ‘realistic’ in their desires. More of them will settle for: a monthly family income of Rs. 25,000, a small car, a saving bank balance of Rs.1 lakh and an assured retirement income of Rs.10,000 a month* Urban mobile users only. Findings representative of 80% of all urban mobile users

23. ‘Indian classical’ is the second most preferred music type after ‘Indian film music’

24. ‘Romantic’ and ‘Action’ movies are clearly more preferred over all other movie types

26. ‘Chatting on phone’ is their most popular way of spending time with their friends

27. ‘Listening to music’ is the biggest hobby among them, followed by ‘gaming’

28. ‘Getting close to nature’ is the more popular type of vacation amongst them* Urban mobile users only. Findings representative of 80% of all urban mobile users

30. Average ‘mobile connections’ per urban household is 4.3 while in rural households it is 1.7

31. 93% of the currently ‘most used’ connections are ‘prepaid’, with almost half bought from an MBO

33. 4 out of 5 mobile users are either open, or neutral, to receiving ads on their mobile phones

34. 30% have registered on DND/DNCR list. But over 50% of them still receive ad/solicitation calls* Urban mobile users only. Findings representative of 84% of all urban mobile users

36. In terms of ‘connection share’ (multiple connections), Reliance leads the pack with 35% share, followed by Airtel and Vodafone

38. Network strength, coverage and tariff plans are the 3 most satisfying factors in current usage, while poor customer care service, tariff plans and lack of voice clarity are the 3 most dissatisfying factors

39. ‘Weak network strength’ is the clear biggest reason to consider switching connection (60%) * Urban mobile users only. Findings representative of 84% of all urban mobile users

41. 85% active mobile handsets have a ‘color screen’, only about 5% a ‘touch screen’

43. Over half have bought their handsets at an MBO, only 1 in 8 bought it ‘bundled’ with their connection

44. Camera quality, price, battery life and sound clarity are the most important features looked at while purchasing the handset* Urban mobile users only. Findings representative of 84% of all urban mobile users

46. In terms of ‘handset share’ (multiple handsets), Nokia leads the pack with 62% share

48. Price, brand and battery life/talk time are the 3 most satisfying factors in current handset usage, while battery life, sound quality and limited memory are the 3 most dissatisfying factors

49. Having ‘more up-to-date features’ is the biggest reason to consider switching to a new set (53%)* Urban mobile users only. Findings representative of 84% of all urban mobile users

50. The Urban Indian Mobile Phone ConsumerDemographics and Psychographics Findings from survey by JUXT Consulting

51. ‘New’ Urban Indian Consumer Pyramid (Based on redefining SECs by the highest education and occupation level among all members in the household and not just of chief wage earner) 159 million 47% Tier 3 The Underprivileged (39 million families) 79 million 23% (17 million families) Tier 2 The Aspiring Class SEC A SEC B SEC D SEC E SEC C 105 million Tier 1 The Consuming Class 30% (22 million families) * NSSO/Census data projected for 2009 by Indicus Analytics * Total – 343 million individuals (77 million urban families)

54. SEC ‘E’ shows the highest relative proportion of female chief wage earners at 5% (SEC ‘A’ has the lowest)

55. SEC ‘A’ has the highest relative proportion of ‘married with children’ individuals* Findings representative of all the 343 million urban individuals

57. Only 1 in 3 SEC ‘A’ individual posses a credit card (I in 5 SEC ‘C’ and ‘D’ also do)

59. If less than 1% SEC ‘C’ have an internet connection at home, only 11% SEC ‘A’ have an internet connection at home* Findings representative of all the 343 million urban individuals

61. SEC ‘A’ individuals tend to spend their spare time relatively more ‘together as a family’, SEC ‘E’ do so the least* Findings representative of 85% of the 259 million 13 year & plus urban individuals

64. While SEC ‘A’ and ‘B’ see role of sex in life more as an ‘essential part of married life’, SEC ‘C’, ‘D’ and ‘E’ see it more as an ‘essential part of romantic life’

66. Preferred clothing of SEC ‘A’, ‘B’ and ‘C’ males is ‘western casual’ followed by ‘western formals’. For SEC ‘D’ and ‘E’ it is ‘western casuals’ followed by ‘Indian traditional’* Findings representative of 85% of the 259 million 13 year & plus urban individuals

68. Yet SEC ‘A’, ‘B’ and ‘C’ individuals tend to identify themselves as ‘religious’ more than SEC ‘D’ and ‘E’ individuals do* Findings representative of 85% of the 259 million 13 year & plus urban individuals

70. For SEC ‘A’, ‘B’ and ‘C’ individuals, the topmost current priorities are ‘money’ and ‘family’. For SEC ‘D’ and ‘E’ ones it is ‘money’ and ‘education’* Findings representative of 85% of the 259 million 13 year & plus urban individuals