Marketers Cannot Afford to Ignore Feature Phone Users

  • India’s mobile market is already reaching massive heights but is nowhere near hitting saturation.
  • Current initiatives with dropping data prices, increasing the reach of broadband and mobile signal plus government’s initiatives on going cashless will only heighten this accelerating growth.
  • India is one of the largest mobile markets globally and mobile is 3rd largest advertising medium in India, after TV and Print.
  • A thorough understanding of the differential usage and consumer segments that are using smartphones and feature phones will only help marketers invest more efficiently.
  • While most mobile marketing is being targeted at smartphones, a report by Kantar IMRB & MMA shows that feature phones do it all and can play a critical role in your Marketing Mix.
  1. Myth 1: Feature phone Users are Not Affluent
75% of the respondents belong to SEC A or B households majorly from North and South regions of India. Also, feature phone users have higher Average Revenue Per User.
  1. Myth 2: Feature Phones are Used Only for Calling and Texting
Research revealed that feature phones also serve as entertainment hubs. 50% listen to music using their Feature phones and one-in-three utilize their handsets for watching videos and playing mobile games.
  1. Myth 3: Feature Phone Users Don’t Access the Internet
Feature phone users are 1.4 times more likely to access the internet from their handset than a laptop or desktop device.
  1. Myth 4: Feature Phone Users are Seeking to Upgrade to Smartphones
Only 15% intend to switch to a smartphone on their next purchase indicating that the functional benefits of feature phones combined with their durability, battery life and ease of repair were highly coveted by these users.
  • Lately, mobile has been influencing consumer behavior compelling the brands to change the way they are engaging with their consumers.
  • The study is a great data set for marketers to reassess and optimize their spending with the most impactful allocations in their marketing mix while leveraging mobile with double-digit spend.
**Feature Phones: A mobile phone that incorporates features such as the ability to access the Internet and store and play music but lacks the advanced functionality of a smartphone.
Source: http://bit.ly/2lPsnBa

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