Kantar IMRB & MMA Feature Phone Usage and Behaviour Report (Overview) – India 2016-17 | MMA
Feature phone Infographic
Release Date: 
December, 2016
Education Section: 
Topics of Interest: 

Today over 85% of the urban Indian population owns a mobile phone, While smartphones get most of the attention, 56% of this user base actually users feature phones. There are many ‘myths’ associated with & feature phone consumers. The most common among these being

  • Feature phone users are not affluent
  • Feature phones are used only for calling / texting
  • Feature phone users are seeking to upgrade to smartphones
  • Feature phone users don’t access the internet

The feature phone Usage & Behaviour report put all these myths to the test - with surprising results.  

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.