53 pc Indians Buy Their Smartphones Online: Deloitte

by CXOtoday News Desk    Dec 29, 2016

Majority of the Indians buy their smartphones online Deloitte

Deloitte finds out in a study, titled ‘Global Mobile Consumer Survey 2016’ that 53 percent of Indians bought their smartphones online while 39 percent of smartphone owners still bought their phones in-store.

The study further elaborates that for most smartphone owners in India, the reliance on WiFi has reduced considerably because of higher penetration of mobile data. 4G adoption is expected to grow strongly over the next year to become the predominant data network. About 45 per cent of the respondents said that they would subscribe to 4G or LTE in the next 12 months.

The research analyses the mobile usage habits of over 2000 Indian consumers as part of a global survey of 53,000 respondents across five continents and 31 countries. India data comprises of representatives from eight urban cities with internet access and adults aging between 18 and 54.

For most smartphone owners, checking their phones is among the first and last things they do in a day. 61 per cent of respondents look at their devices in less than 5 minutes after waking up. The number swells to 88 per cent comprising of people who take less than 30 minutes and 96 per cent of the respondents take about less than an hour to peep into their handsets. Interestingly, 74 per cent respondents look into their mobile phones about 15 minutes before preparing to sleep.

The study noted that the penetration of smartphones has surpassed laptops. Moreover, interest of people in buying tablets has softened as compared to previous two years.

This study reveals that smartphone usage has increased considerably. It has been identified as a disruptor in many common daily activities,” says Neeraj Jain, Partner, Deloitte Touche Tohmatsu India LLP.

The usage frequency has also increased for most data communications services. Instant messaging (74 per cent), social network (64 per cent) and email (63 per cent) saw the highest growth in usage frequency.  

Needless to say, eCommerce websites and mobile phone shops are the top choices for online and in-store smartphone purchases respectively. Further, the consumer survey reflects that the better part of smartphone users wields their devices to check bank balances (54 per cent), pay utility bills (54 per cent) and services bill (53 per cent) the most. This is followed by transferring money within the country (38 per cent) and abroad (31 per cent).

However, when it comes to using phone for making in-store payments, it is the fear about security and lack of understanding of potential benefits that prove to be the key barriers.