India Mobile Landscape 2013 Topline
Understanding Mobile Users and Usage in India
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What is India Mobile Landscape 2013?
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The most credible insights on Indian mobile users
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Exhaustive: Based on a survey of 30,066 households across 109 cities/towns and
196 villages (based on a sample of 121,311 individuals/53,005 mobile users)
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Representative: The sample is representative of 94.8% of the Indian population
(entire mainland India); covered 80 of the 88 NSSO regions
Provides
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A better understanding of the mobile universe
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Insights into the demographics of mobile users
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Insights into their usage of mobile services including VAS
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Asset ownership/media usage of mobile owning households
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Info at circle/operator/urban-rural/town class levels
Useful for
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Operators in understanding their customers better
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Operators for tapping new revenue opportunities
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Operators for benchmarking their key indicators versus competition
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Marketers/Operators for leveraging mobile’s potential as a marketing channel
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Findings At A Glance
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The Mobile Universe
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India has 554.8 million mobile users
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Those users actively use 643.4 million SIMs (Active SIMs)
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That is 1.16 active SIMs per user
But they have as many as 773.9 million valid SIMs which they may or may not
be actively using (Live SIMs)
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That is 1.4 live SIMs per user
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Mobile penetration in urban India is 70%; in rural India, it is 36%
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There are 23.8 million users who use Internet on their mobile
phone using any data connection such as GPRS/EDGE/3G
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As many as 110.8 million use services like music/games/video download/bill
pay etc using operators’ portals.
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95% of all active connections are pre-paid
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93% of those are on GSM networks; 7% are on CDMA
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9% of the 554.8 million mobile users use multiple SIMs
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Understanding the Users
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Rural India has already overtaken urban India in mobile usage. 54%
of the users are in villages
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298 million mobile users in rural India, using 346.7 million active SIMs
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256.2 million mobile users in urban India, using 296.7 million active SIMs
64% of the mobile users are male
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Gender divide clearly visible: 55% penetration among male; 37% among female
More than 65% of the mobile users are below 35.
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Penetration is highest (75%) among 19-24 age group
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Still fairly low (44%) among teens and in 46-55 age group (44%)
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Students (33%) and housewives (22%) together account for bulk
(55%) of total mobile users
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Mobile has clearly become a mass market product with fairly
secular penetration across socio-economic categories, both in
urban and rural India
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The Rise and Rise of Data
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There are 143.2 million Internet users in India
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There are 23.8 million mobile data connection users
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48.6 million of them do not access Internet any other way.
Fairly similar penetration of mobile data users among operators
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9.3 million of them access Internet only through mobile data connection . This
exclusive mobile Internet users’ base was almost non-existent two years back
There are 110.4 million users who use operators’ portals (on-deck)
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Includes all those who access Internet through one or more of the following:
desktop/laptop; mobile data connections; mobile operators’ portals & smartTV
Reliance is an exception. It lags behind while MTS is ahead of others
Very different usage by on-deck users and mobile data connection
users
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Content download (games/music) predominant usage of on-deck users
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‘Social’ is the word for data connection users: social networking, e-mailing,
instant messaging, video share/watch top four apps for mobile data users
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The Service Providers Battle
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Rule of Three is clearly visible
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Top three (Airtel, Vodafone, Idea) accounting for 69% of the user base
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Airtel leads with 30% of the user base
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With 24% of its customers in top three urban socio-economic
categories, Vodafone has the best distributed portfolio
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However, if ‘data’ and ‘rural’ are the next opportunities, Airtel
clearly leads others
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61% of Airtel users in villages
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It accounts for 38% of all mobile data connection users
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In the other potential segment, Youth, Idea leads, with 41% of its
users being in the 13-24 age group
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Airtel has a better gender ratio among the top three
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The Handset Story
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India has 596.4 million handsets
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As many as 93% of users have one handset each
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Nokia still leads with 47% of the active handset subscriber base
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Samsung follows at No 2 with close to half of that share
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Micromax is No 3, but LG in striking distance at No 4
Handsets’ journey towards becoming all purpose devices unabated
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More (51%) camera phones than non-camera phones among most used handsets
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31% of all most used phones have megapixel cameras
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Almost half (49%) most-used phones have Mp3 players
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Only 18% have data connections (3% have 3G) in their most-used phones
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83% of most-used phones in use are color phones
English is still the phone-e-tic language
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83% of users operate phone in English language, followed by Hindi, which 9%
users use
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Juxt Mobile Snapshot ReportsTM
9
Reports for Brand Owners
Consumer Segment
Datasets (Households)
Overall Mobile User
Level Dataset
Mobile Families
Family as a user of mobile phones
Mobile using households as asset owners
Asset Owners Mobile
Mobile using households: Where do
they shop?
India Mobile Universe
All Mobile Users – Demographics,
Psychographics, Mobile Device Usage,
Mobile Internet Usage
Mobile using households as
investors
Mobile using households as
users of loan products
Car & 2-wheeler
owning mobile users
Mobile using households
who intend to invest
Consumer Segment
Datasets (Individuals)
Mobile Youth
13-24 year old mobile users
Mobile Women
Shoppers Mobile
Mobile Urbanites
Mobile Investors
Mobile Bharat
Women mobile users
Mobile users by their SEC profile
Rural Mobile users
Mobile Borrowers
Mobile Socialites
Social media users on the Mobile
Auto Owners Mobile
Students Mobile
Students using mobile
Mobile Intended Investors
Mobile City/Circle
Mobile & Online
You can also create your own
customized
Consumer Segment Dataset!*
from the Information Areas
covered!
Mobile users by town classes/Circles
Net users using internet on mobile
Mobile Banking/Payment users
Mobile Users using mobile banking
Mobile users who use banking/financial apps
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Mobile Service Provider Reports
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All Mobile Users
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Urban vs. Rural
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Post Paid vs. Pre Paid
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GSM vs. CDMA
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Women Mobile Users
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Youth Mobile Users
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Circle Type
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Circles
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Urban vs. Rural
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Post Paid vs. Pre Paid
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GSM vs. CDMA
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Mobile Operators
•
Mobile Handset Brands
•
Mobile Handset Price Point
Mobile Operators
•
Urban vs. Rural
•
Post Paid vs. Pre Paid
•
Post Paid vs. Pre Paid
•
Circle Type, Circles
•
GSM vs. CDMA
•
Mobile Handset Brands
•
Mobile Operators
•
•
Mobile Handset Brands
Mobile Handset Price Point (Class
Interval)
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Mobile Handset Price Points
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Multiple SIM users vs. Single SIM
users
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Post Paid vs. Pre Paid
•
GSM vs. CDMA
•
Recharge Value (Class Interval)
You can also create your own
customized
Consumer Segment Dataset!* from
the Information Areas covered!
Mobile Handset Reports
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All Mobile Users
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Handset Brands
Town class
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Handset Brands
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Handset Price Ranges
Urban vs. Rural
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Handset Brands
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Post Paid vs. Pre Paid
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Handset Brands
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Handset Price Ranges
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GSM vs. CDMA
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Handset Brands
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Handset Price Ranges
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Women Mobile Users
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Handset Brands
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Handset Price Ranges
Youth Mobile Users
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Handset Brands
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Handset Price Ranges
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Occupation
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Handset Brands
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Handset Price Ranges
Generations
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Handset Brands
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Handset Price Ranges
Multiple SIM users vs. Single SIM users
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Handset Brands
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Handset Price Ranges
Recharge Value (Class Interval)
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Handset Brands
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Handset Price Ranges
Information Areas Covered
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Information Snapshot
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Size Estimates of Mobile Users in India
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All India, Rural/Urban, Town class-wise, Operator-wise, Circle-wise,
GSM/CDMA, Prepaid/Postpaid
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Total mobile phone using households, No. of mobile phones users per
household, Total no. of connections (SIMs) and handsets in the household, Total
no. of ‘active’ connections (SIMs) and ‘active’ handsets in the household
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Total mobile phone using individuals, ‘Total’ as well as ‘active’ mobile phones
per individual (SIMs and Handsets), No. and proportion of 3G connections, No.
of 3G compatible handsets, No. of ‘dual SIM’ handsets
Personal Demographics/Geographics of Mobile Users
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Gender, Age, Marital Status, Generational classification by age, Status in the
household (CWE, other earning or dependent member of the HH, Occupation,
Individual Income (if earning)
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Education, Medium of Education, Mother Tongue, Preferred language of
reading, Religion
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Region, State, Telecom circles, Urban/Rural, Circle Type, City Type, Village
Type, Top 20 individual urban districts
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Information Snapshot
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Household Profile of Mobile Users
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Family size, Family classification by lifecycle stage
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Highest occupation & education levels in the HH, Neo-SEC Classification, CWE
Occupation & Education, Conventional SEC classification
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Monthly Household Income (MHI), No. of earning members in the family,
Average per capita household income
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Ownership status and size (carpet area) of house living in
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Asset owned in the household (House, Car, Motorcycle, Scooter, Bicycle, TV, TV
Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music
system, Portable music player, VCD/DVD player, Regular Camera, Digital
Camera, Video Camera, Computer, Video Games, Food processor, Water
purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube
well/Pump, Transistor/Radio)
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Loans Taken in the Household (Home Loan, Car Loan, Two Wheeler Loan,
Educational Loan, Consumer Durable Loan, Business Loan, Personal Loan,
Agricultural Loan, Health/Marriage/Social Occasion Loan)
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Financial Assets in the Household (Equity, Bank FDs, Chit Fund, Land, House,
Shop/Commercial Property, Jewlery)
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Information Snapshot
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Household Profile of Mobile Users (Cont’d)
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Intended Investment in the Household (Real Estate, Equity, Jewelry, Insurance,
Higher Education)
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Intended Major Expenditure in the Household (Automobile, Furniture, Home
Improvement, International Travel, Large Social Events, Payment of Past Loan)
Usage of Mobile Service
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No. of SIMs, Service providers of all SIMs, Type of connection technology, Type
of connection plan
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Average minutes talked daily, Monthly bill, Whether uses internet on any of
these SIMs, Mode of accessing internet on mobile phone (or reason for not
using internet on mobile), Usage of Operator Portals
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Service Provider of most used SIM, Voice and Data Services subscribed on this
most used connection, Type and brand of mobile applications used on this most
used connection
Usage of Mobile Handset
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Brands, Features, Single/Multiple SIM handsets
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Methodology
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Offline Enumeration Study Overview
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Most ‘recent and representative’ survey-based estimates of mobile phone users in
urban and rural India
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User-ship estimates based on a very large land survey of over 121,311 individuals
spread across all mainland states & union territories (covering all the telecom
circles) of the country. Survey conducted in May–July 2013 among 24225 households
in 109 towns and 5,841 households in 196 villages – a total of over 30,066
households
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Most ‘comprehensive’ profiling of Indian mobile users – in their demographics,
socio-economic and key mobile usage dynamics
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A deeper profiling of the Indian mobile users, their consumption lifestyle and their
mobile usage - including details about their location, economic status, and their
mobile handset and service usage patterns and preferences
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Demographic profiling and individual level SIM and handset ownerships data is based
on all mobile using individuals living in the surveyed households. Mobile usage
details and lifestyle profiling is based on the mobile using respondent members in
the surveyed households (those answering questions on behalf of their respective
households)
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Offline Enumeration Study Methodology
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A large-scale land survey was conducted to profile and estimate the Indian
mobile users. The survey covered ‘towns’ and ‘villages’ of all population
strata in all the mainland states and union territories in India (covering all
the key, and 80 of the total 88 regions in India as classified by NSSO) – all
23 telecom circles were covered extensively
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Though the selection of towns and villages was ‘purposive’, the sampling
within the towns was done on ‘2-stage random’ basis (firstly a random
selection of polling booths, and then a random selection of households
from the electoral list within each of these randomly selected polling
booths); within villages sampling was done on ‘systematic random’ basis
(selection of every nth house in the village)
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To estimate the mobile user-ship correctly and to make the findings
representative of all mobile users in India (and not just of those surveyed),
telecom circle-wise, urban town/village class and SEC combination level
‘household representation weights’ as derived from authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census 20111) were applied
to the survey data
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Offline Enumeration Study Geographical
Coverage
20
Pricing
21
Pricing*


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
A. Each Dataset
(In MS Excel format)
: Rs. 1,50,000
B. Analyzed Topline Report
(in MS Power Point format)
: Rs. 2,00,000
C. Online Reporting Engine Access
(Access to dataset data on
Tableau Reporting Software)
: Rs. 1,75,000 per log-in
D. Custom queries
(48hrs turn around time from receiving payment)
- 1 custom query (restricted to 5 data cuts/banners/top-breaks and 15
cross tabulated/side break tables within the available variables of the
dataset): Rs. 50,000
- Annual upfront subscription of 12 queries in a calendar year (restricted to
5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables
within the available variables of the dataset): Rs. 2,50,000
* Excluding Taxes
22
Pricing*

Combo Offers: If you want to order more than one format then, the
pricing is as,
A+B+C+D =
Rs. 5,00,000
A+B+C
=
Rs. 3,50,000
B+C+D
=
Rs. 4,00,000
A+B
=
Rs. 2,50,000
A+C
=
Rs. 2,50,000
B+C
=
Rs. 2,50,000
B+D
=
Rs. 3,00,000

*A = Each Dataset (In MS Excel format)
B = Analyzed Topline Report (in MS Power Point format)
C = Online Reporting Engine Access (Access to dataset data on
Tableau Reporting Software)
D = Custom queries (as previous slide)

Trade Discounts:
1. If ordering up to 4 reports/datasets etc. - Flat 15%
2. 5 to 9 segment/vertical reports/datasets etc. - Flat 20%
3. Above 10 segment/vertical reports/datasets etc. - Flat 25%
4. For existing clients of Juxt, Smartmandate, TelecomWatch & Drizzlin
there is +10% discount
* Excluding Taxes
23
Payment Terms & Delivery

Payment Terms
:100% against order confirmation

Delivery Timeline
: Syndicated Dataset Excels
Within 12 - 24 hours of payment confirmation
: Customized Dataset Excels*
Within 24-48 hours of payment confirmation
: Online Reporting tool - TabView Login
Within 12-24 hours of payment confirmation
: Analyzed Topline Report (Powerpoint presentation)
Within 5-7 working days of payment confirmation
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Contact Us
Mr. Bikash Harlalka
TelecomWatch
Email Id: Bikash@telecomwatch.in
Mobile: 9811157075
25
Thank You
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