The Smartphone Usage and Behaviour report from Kantar IMRB & MMA (Jan-Mar 2017) shows that time-spent on smartphones jumped 16% over the previous quarter. Strong demand for messaging services, social media platforms, and entertainment apps helped to drive the expansion of mobile internet usage. But what interested us the most is that we’re now beginning to see the result of government initiatives in driving literacy about digital payments. For the first time we’re seeing usage of mobile wallets among less affluent sections (SEC C/D/E).

The introduction of ad-tech platforms, big data and the cloud into a mobile-enabled population coupled with the growing adoption of mobile internet in media dark areas have unlocked new possibilities for brands in India. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Award and examined the drivers that make for truly compelling work.

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

Mobile has had an outsize influence on the way consumers interact with each other and with brands, make decisions, transact and shop. This has significantly impacted the way companies and brands connect with their consumers and do business, and marketers need to keep a continuous pulse on the way consumers interact with and use their mobile phones. The Smartphone Usage and Behaviour report provides an unbiased and insightful view on the evolution of mobile usage In India.