Measuring the pre-purchase and purchase behaviour of both online and offline mobile phone buyers

Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia

Google, a technology company, and Nielsen, an information, data and market management firm, partnered to develop a means of better understanding how consumers in India research and buy mobile phones.

Background

A mobile first market

36% – or 451 million – of Indians access the internet every month and over two thirds of these access the internet every day. India is a mobile internet market, with 95% accessing the internet via mobile and 85% accessing the internet via mobile only.

The mobile phones explosion

The past few years have seen two related phenomena that have had a powerful influence on each other. Cheap smartphones have become good and data has become cheap. Today, India is the second-largest smartphone market and also one with some of the lowest mobile data rates....

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