Smartphone penetration in India is still under the benchmark level compare to matured markets like the U.S.. However, the demand of smartphones has continuously been increasing in the country since the last couple of years. Last Year, more than 11 million smartphones were shipped and 20 million units are expected to be shipped by the end of this year.
It’s important to know how users are accessing internet and social networking sites on their smartphone in India. A recent mobile survey conducted by IPSOS and Google reveals that Indian smartphone users are more interested to access internet on their smartphone; 56% of smartphone users in the country use to access internet multiple times in a day on their device, while 53% users in the U.S. use to surf multiple times in a day.
Interestingly, 40% of Indian smartphone users access internet at least once in every day, while 6% said during survey that they never accessed internet on their smartphone. On the other side, 11% smartphone users in the U.S. admitted in survey that they never used internet on their device.
Indian smartphone users are also ahead of American smartphone users in accessing of email and social networking site; nearly 76% smartphone users in India access social networking sites on their device compared to just 54% smartphone users in the U.S..
Majority of smartphone users in India are youths; 36% smartphone users in the country belong to the age group of 18-29 years compare to 17% of 30-49 age group. More importantly, smartphone users in the country are more enthusiastic about listening music on their device; 77% smartphone users in the country use their device for listening music, while 33% and 32% are interested in playing games and reading newspapers or magazine on their smartphone.
Youths Determine Smartphone shipments In India
Basically, youths in the country are playing a crucial role in the proliferation of smartphone. Until March this year, 13% smartphone holders in the country were youths of age group 18-24 years and 8% belonged to the age group 25-30; Just 5% smartphone owners in the country were in the age group 40+ until March 2012.
At present, even leading smartphone vendors such Nokia and RIM in the country are focusing on youths for making their presence in India. In 2008, RIM first realized that adoption of smartphone was highest among age group of 15-24 years. In 2011, RIM started its ads campaign with Vodafone that was entirely youth-focused: “ We’re the BlackBerry Boys”.
Likewise, Nokia is now trying to target youth audience with ‘Lumia 510’ that features 4-inch display, ease of downloading music, Nokia Maps, finest collections of apps and integrated social experiences. The company will offer the smartphone in variant colors including red, yellow, cyan, black and white.
Of course, India is one of the world’s biggest country in terms of youth population and manufacturers are more likely to entice around 305 million youth in the country. Local vendors such as Micromax and Karbonn are also targeting to youth population. Micromax’s superfone has been designed by keeping youth’s demands in the mind. Anyway, smartphone is now more than a ‘calling and texting’ device and youths are using the device smartly.