The impact of mobile and internet India is getting larger and larger
with even the youngest age group (9-11 years) showing advanced
technology adoption and mobile internet usage similar to their older
counterparts, according to Ericsson Consumer Lab report.
The report says that around 30 million of India’s 69 million urban
Generation Z consumers own mobile phones, and 3 million of these use
mobile broadband on their phones.
Extensive study across 16 cities in India reveals the digital lives
of kids (9-11 years), tweens (12-15 years) and teens (16-18 years) in
India, called Generation Z.
Fredrik Jejdling, Head of Region, Ericsson India, says, "This report
captures the insights of a dynamic consumer group. These young people
will shape the future mobile consumption for our industry."
"As a technology leader in mobile broadband, managed services and
OSS/BSS, we conduct extensive research to partner our operators in
understanding new trends of consumption," Jejdling says.
The key findings show that mobile ownership is catching on at an
early age, with 30 million out of 69 million urban members of Generation
Z owning mobile phones.
21 percent of urban Indian kids and tweens mirror mobile internet
services usage as seen among their older counterparts. In fact, kids and
tweens are more likely than teens to stream a video on YouTube once a
week.
They spend roughly seven hours daily with gadgets on mobile
phones, watching TV and using gaming consoles. A total of 58 percent of
Generation Z is now willing to give up watching TV in favor of browsing
internet on a mobile phone.
According to report, social media is becoming more important for the
Generation Z with 77% venting their frustration on poor service
experience over social media which leads them to expect instant
resolution of their issues and queries and constant feedback via social
media itself.
Mobile broadband adoption within this segment is driven by family
dynamics. Parents using mobile broadband were more likely to introduce
their children to the technology as well.
Today, 3 million mobile
broadband users in urban India are aged under 18 - 35% of non-users with
capable handsets are willing to take up mobile broadband in the next 3
months.
Only one in three urban parents are able to keep track of their
children's communication activities and expect service providers to
offer services in order to manage and monitor their children's mobile
and internet usage.
A total of 76 percent of the urban parents expect
service providers to provide them with call and message log details of
their kids - 63 percent of parents are interested in an app to block unwarranted content. Interestingly,
30 percent of 9-18 year olds use a privacy screen to prevent others
from seeing their phone.
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