Mobile phone users in India are more willing than their global counterparts to receive advertisements on their phones in exchange of free music downloads, free instant messaging etc.
Mobile phone users in India are more willing than their global counterparts to receive advertisements on their phones in exchange of free music downloads, free instant messaging and video games, says a survey by global audit and advisory firm KPMG.
This means India has bucked the global trend, where a majority of users indicated that they are not willing to receive advertisements on mobile phones in exchange for free content.
This reaffirms a long-standing faith among advertisers and mobile technology companies that Indian mobile subscribers are more open than others to ad-funded content. The global economic slowdown can also be further reflected in consumers’ feedback that pricing influenced their mobile phone multimedia technology purchases. About 94% respondents cited clear pricing and 97% said cost of service were top factors impacting their next purchase of full-track music downloads.
Bandwidth was also found to be an important factor for purchasing video clips and mobile TV. Majority of Indians indicated clear pricing and download speed influencing their next purchase of video clips and mobile TV. The results of the survey are also encouraging for mobile gaming companies. Despite small base of mobile gamers, 63% users said they are satisfied with the service.
KPMG says this reflects higher acceptance and opportunity for mobile gaming companies as the segment moves beyond the early adopters. Jehil Thakkar, head of KPMG’s media and entertainment practice in India, said, “This survey clearly shows the great potential India has for value-added services (VAS). Convergence is rapidly unlocking the value of India’s vast and growing mobile user base. Those companies that employ innovative strategies to monetise this trend are likely to benefit for a long time to come.”
M-commerce applications still face challenges in terms of gaining wider acceptance in India. For people who had not conducted banking through their mobile device, 20% respondents from India cited security and privacy to be the reason, while 30% said inconvenience was the reason. Currently, only 19% of global consumers use mobile phones for banking.
KPMG says banks are missing out on majority of people, around 81%, who are yet to be persuaded that mobile banking service is easily available and is also worth using. More importantly, it is worth paying for.
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