Airtel Mobitude 2011 – Annual Survey of Mobile Customer Preferences

Bharti Airtel, India’s top telecom provider, released its annual survey of customer preferences- Airtel Mobitude 2011. This is the only annual survey of its kind in India that captures customer preferences through their mobile usage patterns and trends among customers across India.

Airtel being the top telecom provider, having a customer base of 180million users. Summarizing the findings of India’s “mobile attitude” for the third consecutive year, Airtel Mobitude reflects the verdict of the Indian masses basis an in-depth study of data capturing all content downloaded round the year by its over 170 million plus mobile customers in the country. This survey is compiled at the end of every calendar year and brings out results across various categories including top cine stars and sports icons, most downloaded songs, various sports, music downloads etc. A new trend that is fast gaining popularity is the significant increase in consumer desire to interact with the movie stars, favorite singers & cricketers through platforms like Talk2me and Live Concert.

According to Airtel Mobitude 2011 – In the entertainment space, the ‘Kolaveri Di’ song has topped the Indian mobile charts within 18 days of its launch. The song has beaten all previous record holders like ‘Munni Badnaam Hui ‘and ‘Tere Mast Mast Nain’.

In the Bollywood segment, Katrina Kaif and King Khan maintains the leading position in the category of images downloaded this year. Despite several new entrants in Bollywood – Imran Khan and Jacqueline Fernandes were the only new comers to feature among the top 5 categories.

In the Hollywood segment, Kim Kardashian and King of pop – Michael Jackson holds the top position in the category of images downloaded.

Amongst sport stars – Sachin Tendulkar clearly continued to be India’s favourite, followed by Indian cricket team captain M.S.Dhoni. Sania Mirza climbs to the fifth spot followed by Maria Sharapova.

According to the survey, approximately 20 million images and wallpapers were downloaded by Airtel mobile users in the last one year.

Chief Marketing Officer – Consumer Business, Bharti Airtel Mr. N Rajaram said on the occasion that, “Reflecting the preferences of the largest mobile user’s base in India, the data shared under Airtel Mobitude is drawn from the repository of paid downloads adding to the authenticity of the survey. It clearly highlights the rising demand for data services being driven by technologies like 3G and proliferation of smart phones. Today, the mobile is a major source of entertainment and information – be it a user in a large town or small village. For the third consecutive year, we are proud to bring to you choices and preferences of the India of today, through Airtel Mobitude 2011.“

Main Highlights of Airtel Mobitude 2011

India loves melody and clocked over 150 million mobile music downloads in 2011

• After the success of Munni and Sheila in 2010, Chammak Challo from Ra.One was the most downloaded song and video of the year
• Kolaveri Di’ joined the top sellers charts by recording 2,10,000 music downloads in 18 days of launch

Movies dominated the category of imagery, which saw over 19 million wallpaper downloads in the last year

• India’s heart continues to beat for Katrina Kaif, as the star maintains numero uno position among actresses.
• Debutant Jacqueline Fernandes joined the top 5 list, while Aishwarya Rai Bachchan does not feature in the top 5 this year
• King Khan SRK leads with Imran Khan making a grand entry into the top 5

Interacting with the famous is a fast growing passion

• Music Mehfil, Airtel’s recently launched LIVE music concert service, clocked over 1,20,000 users in a span of 12 days – in addition to Talk2me which has been a raging success

Social networking heats up on browsing phones

• Trend of accessing social networking via mobile devices on a surge – Facebook holds the top spot

Do comment what you feel by this trend?