New Delhi: Bharti Airtel has released the findings of India’s First Mobile Phone Usage Survey Airtel Mobitude 2009. This study captures the preference and choice of over 116 million mobile users located across India. Based on the compilation of data that captures all downloaded content by an Airtel Mobile user during 2009, Airtel Mobitude is an annual survey that will be released by Bharti Airtel at the end of every calendar year.
“Airtel Mobitude 2009 reflects the true choice of India. A mobile phone is considered by many as an intrinsic part of their daily life, be it a user in a small village or in a large town. It fulfills a consumer’s social and entertainment needs, from communicating with others, to downloading music, images and games.” Said, Mr. Atul Bindal, President- Mobile Services, Bharti Airtel Ltd., He further added, “With over 116 million mobile users, Airtel is best positioned to highlight the preference and choice of India cutting across geographies, demographics, genre and age. Our consumer usage analysis has thrown up very interesting results that truly highlight what an Indian prefers across the length and breadth of India.”
Spreading across different parameters, Airtel Mobitude 2009 highlights interesting choices and preferences of ‘Mobile India’. For instance, Katrina Kaif and Aamir Khan were the most downloaded celebrities on an Airtel mobile beating the likes of Kareena Kapoor, Salman and Shahrukh Khan. Surprisingly, the survey also showcased that mobile users prefer to download a lot of Hollywood celebrities’ as much as Bollywood superstars.
Airtel has India’s largest music collection across both mobile and digital categories. Over 200 million music downloads were completed by Airtel users in 2009. The study reflected that maximum music was downloaded by mobile users in Karnataka, Andhra Pradesh, Gujarat, Tamil Nadu, Maharastra and Punjab. Regional music was as popular as Hindi songs in all these States. Surprisingly Jab Dekho Phone Kar Dete Ho, an April Fool Joke is the most downloaded music ahead of Jai Ho of Slumdog Millionaire.
The Indian Cricket team still rules supreme in the popularity charts amongst (Male) sports personalities. International Tennis Player Rafael Nadal completes the top five in this category. In the women sports category, Maria Sharapova was the most downloaded sports personality ahead of India’s Sania Mirza.
Airtel Mobitude also captured the most connected occasion over a mobile phone. Users send maximum messages on the New Year followed by Diwali, Dusshera and interestingly Friendship Day.
Airtel Mobitude 2009 is a compilation of millions of downloads and billions of SMSs by Airtel customers across cities, towns and villages of India. The study offers yet another medium to conduct consumer behaviour studies that reflect a larger community of people across strata and regional boundary.