Research from Microsoft Accelerator India on the usage of Smartphones in India.

1. Smartphone usage in India
Microsoft Accelerator Research
http://www.microsoft.com/india/acelerator
indiaaccelerator@microsoft.com
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

2. Key notes about this survey
1. Over 2000 messages were sent and 578
people responded to this mobile survey*
2. Survey respondents were from over 30 cities
and towns in India
3. Only 13% of respondents were over 45 years
and older
* Only users who participated in this survey from a mobile phone were counted
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

3. Samsung & local brands phones were top
brands in both used & new Smartphones
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

4. Metros have most new phones, nearly 25%
of phones in small towns were used
100%
8 14
90% 19 23
80%
70%
60%
50%
92 86
40% 81 77
30%
20%
10%
0%
6 Metro cities 6 Emerging cities 10 Smaller cities Other
New Smartphone % Used Smartphone %
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

5. Most users were young, but many phones
were given as “presents” to parents
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

6. Most Indian users had < 10 apps on their
phone, only 47% ever downloaded an app
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

7. Social networking is the most used app
on their phone followed by games
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

8. 52% of young users have pre-paid data
plan, but 44% old users have no data plan
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator

9. Takeaways for Entrepreneurs
• Target younger users who have pre-paid data
plans to get early adopters
• Most Indian users use apps that the phone
comes with, many use mobile web, very few
download apps
• If you are targeting older users, focus on
offline ways to get apps on phone & build
apps that don’t need data plans (games, etc.)
© Copyright Microsoft India Accelerator 2012 http://www.microsoft.com/india/accelerator