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THE MOBILEINTERNET CONSUMERINDIA 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

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Preface

e Mobile Internet Consumer - India 2013 report produced by MMA & Vser

dresses the audience insights of the growing mobile internet user base in Ireport focuses on profiling the mobile web & app users, their purchasing powand consumption pattern. e findings and insights are drawn from a primaconducted across India.

e Mobile Internet Consumer report is designed for media planners & braners. It will also help app developers, content providers, OEMs & telecom serers in understanding the evolving mobile consumer. It is created with the ohelp brands plan their media strategy for reaching the right target audienceMobile Web & Apps. e Mobile Internet Consumer report is available for InSoutheast Asia, Middle East & Africa and Latin America.

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DEMOGRAPHICS

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THE MOBILE IN

Age

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

10%

30%

51%

9%

More than half

mobile internetIndia belong to 18-24 years age

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Gender

9 out of 10 mobile users in India are m

FemMale91% 9%

THE MOBILE IN

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Education

26%

24%

2%Uneducated

Schooling upto 12 yrs

Diploma / Undergraduate

Graduate / Post Graduate

Almost half of mobile internet users

in India are highly educatedTHE MOBILE IN

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Occupation

2/3rd of theinternet useIndia belongearning clas

3% Currentlynot working /Retired

Student

29%33%Full timejob

Housewives2%

10% $Part timejob

SelfEmployedProfessional10%

Business13%

THE MOBILE IN

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CONSUMPTION PATTERN

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Mobile content downloadedin the last month

Game / App Video Music emes

69%57%

44% 37%

Besides br

email and Mobile Intlove downlmobile con'Game / Ap

most downtype of mocontent.

THE MOBILE IN

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Users love mobile ads that help them...Game / App Video

Ringtone / Song Wallpaper / Screensar

21% 32%

29%

Mobile Internet users enjoy getting content and deals thromobile ads. Brands leveraging this consumption behavior d

higher engagement & recall.

Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

41%

26%

35%

THE MOBILE IN

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$

PURCHASING POWER

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Product Ownership

Automobiles PConsumer DurablesConnected Devices

Mobile Internet users are economica

with a high penetration of AutomobiTelevisions, Refrigerators & other pro

39% 60%

Computers

41%

Tablets

21%

THE MOBILE IN

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Affluent Lifestyle

Shopping Mall / Market

Movie eatre

Restaurant

Mobile Internet users frequently eat out, watch movies andshopping, indicating higher disposable income & affluence

33%

46%

THE MOBILE IN

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About the study

e Mobile Internet Consumer India 2013 report produced by MMA & Vserv.mobi is based oprimary survey of over 2000 mobile web & app users. e survey was conducted amongst botsmartphone and feature phone users. Random sampling was used for natural representation target group in India. ere was no quota set for any parameter i.e. age, gender, device type, e

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About the Mobile Marketing Association (MMA)

e Mobile Marketing Association (MMA) is the premier global non-profit trade association eto lead the growth of mobile marketing and its associated technologies. e MMA is an actioorganization designed to clear obstacles to market development, establish mobile media gubest practices for sustainable growth, and evangelize the use of the mobile channel. e momember companies, representing nearly fifty countries around the globe, include all membemobile media ecosystem. e Mobile Marketing Associations global headquarters are locateUnited States and it has regional chapters including North America (NA), Europe (EUR), Lat(LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMAMarketing Forum series, please visit www.mobilemarketingforum.com.

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About Vserv.mobi

Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging marketsVserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+across platforms. AppWrapper is the Worlds Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vservsgame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisreach their exact target audience across all mobile platforms. Vserv is the only Ad Network wmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisers

unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.

Visit www.vserv.mobi for more details. Connect with Vserv.mobi on: @vservmobi