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57 percent of Indian youth surf internet on mobile
By siliconindia
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Thursday, 10 September 2009, 20:59 IST |
15 Comments
Bangalore: According to a survey conducted by InMobi, formerly known as mKhoj, about 57 percent youngsters in India surf the internet on their mobile phones, and close to one-third of the respondents get engage in the advertisements. The specific sample group survey incorporating 205 college-age consumers was conducted at the Department of Management Studies, IIT Delhi.
Nearly one-third of the respondents get engage with the advertisements, as 72 percent of those who got engaged are likely to visit the advertisement's website. 10 percent of these call the company and 17.5 percent of them end buying the product.
The survey results also indicated that these consumers were equally interested in almost all genres of mobile advertising, as long as the advertisements offer something significant and do not interfere with the mobile browsing experience. These advertisements were fast free coupons, free mobile games with embedded unobtrusive ads, money transfer services, free humorous clips and Bluetooth-based "alerts" for items on sale nearby.
The results also showcased popular websites browsed on the mobile phones, as 54.7 percent went for search engines, 51.3 percent for news, 31.6 percent went on social networking sites, 13.7 percent used net banking, 8.5 percent for gaming sites, 5.1 percent on e-books, 3.4 percent on academic sites and 2.4 percent on matrimonial sites.
According to VitalAnalytics, around 10-12 million mobile subscribers are added every month in India. Though the largest cities in the country have maximum internet browsing, midsized towns like Aligarh, Meerut, Jalandhar, Kanpur, Kota, Hassan and Trivandrum generated almost one-fourth of the mobile browsing traffic.
Among the surveyed, 20 percent of the web surfers are the working class with mobile phones, 38 percent are from the lower middle class and 42 percent are from the upper middle class.
Airtel emerged as the leader in terms of the percentage of respondents browsing internet on their mobile phones. Reliance is the only service provider with less than 50 percent of the surfers because they are not used frequently for value-added services.
InMobi is a global mobile advertising network, which delivers mobile web advertising solutions.