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.

While screens have been central to consumer experience for decades, few among us – even a decade ago – could have foreseen a world in which consumers shift seamlessly throughout their daily lives from smartphone to TV to desktop to tablet. Although consumers have quickly embraced a cross-device world, marketers are struggling to catch up. The MMA’s new white paper gives marketers a practical look at where cross-device marketing stands today, its promise for the future and how it can be a part of the marketing arsenal - revealing much more about the customer journey than ever before!

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.