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Lodestar study - India leader in Mobile Music
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A study conducted by Lodestar Universal has reviled some interesting figures, some of which are surprising and some are the pretty obvious ones.
the study has been conducted across10,000 respondents in the age group 16-54, from 21 markets in five continents, shows the trend of mobile phones rapidly converging from voice devices to multipurpose data gadgets.
Where does India stand –
In a mobile population of over 200million 70% of Indian users have pointed out that they would like a phone which provides multi functionality. All in one phones. Indians who normally talk about multi functionality marketers across the globe (even Indians) consider us to be misers. But what marketers miss out is that although Indians are price conscious they look for value in their products. The global average of penetration of cell phones with music players is 50 per cent
Markets driving the demand for convergence -
Mexico 79 per cent,
Malaysia - 73 per cent
Brazil - 73 per cent
Markets Where convergence is least popular -
Japan -27 per cent,
US -31 per
Surprising to see such forward nations having such little convergence.
Market penetration having Cell phones with music capability -
India – 45%
Japan – 27%
US – 18%
Point to be noted – Indians love their music, that’s the reason the mobile music industry is booming in india. From a Rs 1026 crore market in 2006 the mobile music market is said to be Rs 3600 crore by 2009.
Camera use -
Japan - 87 per cent users
India – 59 per cent users
US – 50 per cent users
Text messaging still has highest penetration value – 90%. Other features like Sending photos, videos and MMS are still far behind text messaging all having over 50% penetration. live TV, electronic payment and video calls still remain niche with around 10% penetration.
In my opinion text messaging will have high penetration for some time. Not all mobile phones have cameras, none the less one can expect features like MMS, photos etc to have very high penetration in the coming years considering the cost of mobile phones are rapidly reducing and camera phones are becoming a inbuilt feature like text messaging.
M-payments are surely going to take the market by storm in the coming years. It’s the new method of payment which proves to be more trustworthy than a credit card, with minimum risk capacity.
43% of all global users have said that they would like to obtain 3G the most popular and talked about feature which is still to make an appearance in most part of the countries.
Source – Agecyfaqs.com
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