Data pain for smartphone users

Smartphone users in India spend less than 500 a month on mobile data but many have seen a 10% 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% smartphone users spend below 500 a month on mobile data consumption and 64% among these don’t spend more than 300. 

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

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

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

Martin Nygate, founder and chief executive officer, Nanu, said excessive competition among 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 expenses are borne by advertisers.