Data pain for smartphone users

Survey says users in India spend less than Rs 500 a month on mobile data bu many have seen a 10 per cent rise in charges

Smartphone users in India spend less than Rs 500 a month on mobile data but many have seen a 10 per cent rise in charges, according to a survey.

Voice over Internet Protocol (VoIP) app for emerging markets, nanu, on Wednesday released a survey according to which, 81 per cent smartphone users spend below Rs 500 a month on mobile data consumption and 64 per cent among these don’t spend more than Rs 300.

However, worrying the consumers, 64 per cent of Indians have witnessed more than 10 per cent jump in their data charges and 21 per cent noticed huge surge exceeding 50 per cent.

The findings of the report suggest 42 per cent are not aware that their data is extensively consumed by video advertisements even if they are not clicking on it. Furthermore, 25 per cent are somewhat aware of it and upset by the data consumption through video ads. Only 17 per cent are broadly aware of this, but never considered its impact on their mobile data expenses.

Even after such a finding, only 10 per cent of users have installed ad blocking software in their phones.

Martin Nygate, founder and chief executive officer, nanu, said excessive competition amongst marketers to promote their brands has resulted in uncontrolled usage of data.

It’s important that marketers become more responsible and engage in non-intrusive ways of mobile advertising to prevent involuntary data consumption.

The survey also says mobile marketing remains ineffective in cultivating a positive brand-consumer relationship unless data consumption is made transparent and the expenses are borne by the advertisers.