Women consume 25% more data than men on 4G: Mogae Media

The 4G network is changing the way India consumes content, buys products and service and even the way we work. The number of 4G SIM cards is expanding exponentially, holding out the promise of a world rich with information and convenience. 

A study conducted in October 2016 by Mogae’s Incelligence team across 8,144 4G users across India, throws up some interesting observations; the early adopters are the trendsetters – they have high social standing, financial sophistication, a good education, and are more socially forward. They are true influencers. These influencers are of high interest to marketers because they are high spending, high consumer and a highly engaged group. 

This group is of interest to media and advertising organisations. The demographics and spread of the 4G users are also interesting. Commenting on the insights shared by the study conducted, Sandeep Goyal, Chairman, Mogae Media, said, “4G users occupy important positions in the Indian spending ecosystem, making them crucial to any brand. They are spending more, consuming more and have embraced technology to make life easier.” 

Goyal further said, “Most of the 4G users spend a large part of their lives on their smartphones, which makes digital advertising important to how this group perceives brands and their value. Marketers need to employ new ways of engaging early across smartphones, tablets and social media to captivate and retain this group. This group is always connected and expects a seamless experience across devices. They have the world at their fingertips and no brand can afford to ignore them.” 

More than a third of 4G users are in Delhi, Mumbai, Chennai and Kolkata, but the next wave will be witnessed in Tiers 1 and 2 cities. In fact, the first signs of this can be seen already: 23 per cent of 4G users are from Tier 2 cities. 

The southern states have taken to 4G faster than the northern ones (especially Uttar Pradesh and Bihar), though the latter are expected to catch up. The real surprise is that 30.3 per cent of 4G users are in rural India – rich farmers and rural industrialists. Incidentally, we are seeing a ‘leapfrogging’ trend – 21 per cent of those who migrated to 4G were 2G users, who bypassed 3G altogether. 

Significantly, 4G users are consuming much more data than they did earlier – much of it on entertainment, travel, luxury, food – and most of them use Android. Most of the data users in Rs 500-Rs 1,000 ARPU band are 4G users. 

While most of the early adopters are young males (73 per cent), women consume more data on an average (1,377 MB compared to 1,063 MB for men). Some of the other insights can be referred to in the study are as follows: 

·        Whatsapp, Facebook and YouTube lead the app parade amongst 4G users. Hotstar is at No. 1 for cricket and content

·        Many 4G users travel regularly (21 per cent have flown domestically; 6 per cent internationally in the past 3 months) and most of them (72 per cent) conduct financial transactions on their phones, including shopping (40 per cent), ordering food (39 per cent) and groceries (9 per cent) or buying rail tickets (17 per cent). They seek a good lifestyle, with 20 per cent spending on movies, plays and concerts. A few of the users look for jobs (5 per cent), real estate (3 per cent) and life partners (3 per cent), and avail of healthcare services (15 per cent) or many frequent a gym (32 per cent)

·        Video viewing has gone up by 102 per cent amongst new switchers to 4G

There is very little evidence of users porting from one operator to another (less than 10 per cent). Hence, users of Reliance 4G are mostly customers of Airtel, Vodafone and Idea who’ve additionally acquired a new 4G SIM.