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.
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.
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.
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.
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.