Airtel Mobitude 2012 Announced: In-depth Analysis of Mobile Users Preferences

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Bharti Airtel has announced the results for the 4th edition of Airtel Mobitude for 2012. Airtel Mobitude, similar to Google's Zeitgeist is the annual survey of customers preferences to see-through of consumption likes and dislikes of more than 186 million customers.

Airtel Mobitude 2012

This year’s analysis highlights a fast increasing customer preference for MobileTV, thus resulting in a whopping 65% jump in traffic experienced by the service over last year. Within the MobileTV category, IPL viewing minutes jumped a record breaking 74% and viewership increased over 46% from numbers witnessed in 2011. Sony TV ranked number 1 among television channels. The traction seen by MobileTV reinforces India’s growing demand for data driven services that help customers get their dose of the best and latest in entertainment..

In 2012, India went the MMS way by crossing the 1 million mark on Diwali and jumped 145% on the festive day for the first time in the country’s MMS traffic history. The Navratri festival topped all events in terms of specialized content download traffic.

On the data side, maximum data consumption on mobile internet is typically seen during the graveyard shift between 10pm – 11pm. The Airtel mobile internet usage pattern indicates growing customer preference for social networking, looking at pictures, downloading applications, playing games, listening to music, reading news and watching videos. Video consumption is reported at its highest during night hours. Specifically, 3 video streaming and download sites fared among ‘Top 10 websites’ in 2012 (compared with only 1 last year) – thus showing growing popularity of the category.

An average of 3 million downloads on Airtel App Central were recorded every month. With 90% downloads in the ‘Free’ category, customers show a preference for the ‘freemium’ model. While 65% of application downloads are games, other popular categories including social networking, video and music players, sports, health and other entertainment.

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