CCS - Final Report - Updated PDF

Submitted
To
Prof. Avinash G Mulky
By
Ravi Kiran Gottipamula 1311395
Madhuri Namala 1311418
1
Contents
1. EXECUTIVE SUMMARY ........................................................................................................................ 3
2. INTRODUCTION ................................................................................................................................... 3
3. OBJECTIVES ......................................................................................................................................... 4
4. RESEARCH QUESTIONS........................................................................................................................ 5
5. RESEARCH METHODOLOGY ................................................................................................................ 5
4.1.
Exploratory Research .............................................................................................................. 5
4.1.1.
Secondary study .............................................................................................................. 5
4.1.2.
Depth Interviews and Completion Techniques ............................................................... 8
4.1.3.
Hypotheses...................................................................................................................... 8
4.2.
Descriptive Research ............................................................................................................... 9
4.2.1.
Questionnaire Design ...................................................................................................... 9
6. DATA ANALYSIS AND RESULTS .......................................................................................................... 10

5.1. Purchase Intention ..................................................................................................................... 10
5.2. Features Influencing Smartphone usage ................................................................................... 12
5.3. Apps Usage................................................................................................................................. 12
5.4. Shopping intention..................................................................................................................... 13
5.5. Influence of Mobile Advertisements ......................................................................................... 14
5.6. Smartphone Vs Feature phone .................................................................................................. 15
5.7. Smartphone Vs Laptop............................................................................................................... 18
7. CONCLUSION & RECOMMENDATIONS ............................................................................................. 19
8. REFERENCES ...................................................................................................................................... 20
9. APPENDIX .......................................................................................................................................... 21
8.1. Survey Questionnaire................................................................................................................. 21
8.2. In-depth interviews .................................................................................................................... 24
1. EXECUTIVE SUMMARY
According to TRAI there are 27 million smartphone users in urban India. The number of
Smartphone users in India is increasing exponentially and it is expected that India will
become the worlds 3rd largest smartphone market, after US and China, by 2017. In such a
scenario, a study of smartphone usage patterns and the factors influencing buying decision
of smartphone would be of greater interest to marketers. Also, a study on role of
smartphones in shopping will help in analysing the gaps for promotion of products. The
Research methodology involved two steps: The first step is exploratory research which
involved literature review, In-depth interviews and Projective Techniques. The second step
is descriptive research where in a questionnaire is floated and the data from 207
respondents is analysed using techniques like cluster analysis, factor analysis, etc. The study
revealed that battery back-up is the most important attribute which influences both
purchase decision and usage pattern of smartphone. Also, it is found out that, people prefer
to check product reviews through their before visiting the store but are not much interested
in shopping through smartphone. The questionnaire on Apps revealed that Whats App is the
most dominant App which is used by almost all respondents.
2. INTRODUCTION
India is one of the fastest growing mobile phone markets with 900 million mobile phone
users. The mobile phone market of India is highly fragmented, dominated by the feature
phone users. 30% of the mobile phone user base is constituted by the urban India.
According to TRAI there are 27 million smartphone users in urban India. The number of
Smartphone users in India is increasing exponentially and it is expected that India will
become the worlds 3rd largest smartphone market, after US and China, by 2017. Some of
the factors that can be attributed for this change include rapid adoption of latest
technology, need to stay connected 24X7 and do more while on the move.
There are 243 million internet users and around 185 million mobile internet users in India
and the number is expected to reach 164.8 million by March, 2015. According to Morgan
Stanley, India is expected to have 519 million mobile internet users by 2018 [1]. With such a
huge growth of internet mobile users, today, to reach market and professional audiences,
internet has to be a core part of the marketing strategy of the firms. According to I-Cube
2013 report, every second active Internet user claims to have bought something or the
other over the Internet [2].
According to Opera Software's State of the Mobile Web report which tracks trends on the
mobile web, the number of people using smart phones to access the Web in India increased
by 136.6% from 2012 to 2013[3]. This increase can be attributed to availability and
affordability of smart phones. Thus, there is a great scope for the advertisers to target the
users of smartphone internet to advertise their products or launch the applications which
give a convenience of placing the orders with a single click.
In this project, we conducted a survey among 207 respondents and analysed the importance
of smartphone applications, the different smartphone usage patterns, factors influencing
the buying decision of a smartphone, the role of smartphone in shopping and the influence
of mobile ads on shopping behaviour of customers.
3. OBJECTIVES
The following are the objectives of this study:
Study the importance of smartphone applications in smartphone usage
The factors influencing the buying decision of a smartphone
The importance of smartphone in mobile shopping
The influence of mobile advertising on shopping behaviour of customers
Analysis of the relative position of smartphone with feature phones and laptops
4. RESEARCH QUESTIONS
1. What is the role of Apps in smartphone usage of Generation Y?
2. What influences the buying decision of a smartphone user?
3. What is the role of smartphone in shopping?
4. What is the influence of mobile ads on shopping behaviour of customers?
5. RESEARCH METHODOLOGY
The following methodology was followed to obtain the necessary information.
4.1.
Exploratory Research
The exploratory research was used to gain insights and understanding about parameters
influencing purchase and usage of smartphone, influence of mobile ads on smartphone
users.
The following exploratory methods were applied:
Secondary Data Analysis
Depth Interviews
Projective Techniques ( Completion Technique)
4.1.1. Secondary study
According to Nielsen survey, the smartphone ownership is highest in the age-group of

18-24 years
[4]
. Youth is playing an important role in augmenting smartphone usage in
various parts of India. This is because of their importance given to staying connected online
through social network, emails, apps etc. According to the telecom equipment maker
Ericsson, the smartphone usage daily in India is among the highest rates globally, spending
on an average over 180 minutes on their devices. The study states that Indian users spend
198 minutes with their smartphones on an average, of which 30% of the time is spent on
mobile apps. The study further added that the app usage increased by 63% in the past two
years [5].
According to the study, 25% consumers check their smartphones over 100 times a day.
Social network and chat applications are the reasons behind most new users buying a
smartphone. However, 40% of the mature smartphone users do not feel their usage is
limited to social purposes. Interestingly 24% consumers use mobile applications such as
WhatsApp, WeChat for commercial purposes like selling products and services. It is also
found that 8 out of 10 smartphone users access mobile internet in case of non-availability of
Wi-Fi or fixed broadband at home. Mobile internet users are spending 61% more time on
video applications compared to non-users. According to the study, 30% consumers use only
the smartphone screen to view online videos on mobile. Also chat apps were found to be
the most popular way of consuming videos, 1 out of 3 watch videos shared by their friends.
The study further states that streaming videos was preferred over downloading but 4 out of
10 smartphone videos were interrupted by buffering or stalling [6].
TRAI received a number of complaints from mobile consumers related to poor
download speeds experienced by them and the Authority, after examining the issue,
decided that there is a need to mandate 'minimum download speed' for wireless data
services [7]. This further fuels mobile internet usage on smartphones.
The rapid smartphone penetration served as a catalyst to m-commerce growth in India.
More than 50% of the smartphone users are making an online purchase using their devices
while more than 90% consumers use their smartphones to research about a product prior to
buying it. This trend might change the face of the Indian m-commerce industry
[8]
. It is
possible for m- commerce to grow bigger than e-commerce because of affordability of

mobile devices, doing things on the go, mobile internet connectivity, mobile payments etc.
6
Mobile advertising market in India is growing at a rapid pace, though from a low
base, resulting in happy tidings for internet and media companies that are dependent on ad
revenue. According to a recent report, India emerged as the second largest market, in terms
of monetization, for mobile advertisements
[9]
. According to experts, mobile advertising is
the fastest growing segment among all the verticals in the digital advertising space of India.
The primary reason is that consumers are spending more time on mobile online activities
compared to desktops. In India the online advertising market grew by 29% in March 2013,
reaching Rs.2,260 crore, according to IAMAI (Internet and Mobile Association of India). In
this mobile advertising accounts for a meagre amount of about 10% though mobile ads
spending doubled from Rs.115 crore in 2012 to Rs.230 crore in 2013 [10].
4.1.2. Depth Interviews and Completion Techniques

In-depth interviews were conducted on 10 respondents whose profiles included
students, corporate professionals, wifi users, mobile data users, feature phone users. The
following are some of the results obtained from interviews and projective techniques:
Most of the respondents are of the opinion that they need smartphone to Stay
Connected and Updated
When the respondents were asked to fill the sentence To me, my smartphone
is......, some of the responses are My life, Everything to me, Status symbol,
my fourth basic necessity after food, clothing and shelter
When asked about the apps used by them, whats app came out as the most
important app for them. Also, students prefer to manage their time by reading news
apps while in wash room.
When asked about the important features they consider for the purchase of a
smartphone, almost every respondent started with budget. The preferences varied
from respondent to respondent as their preferences are mostly based on their prior
experience with earlier smartphone.
When asked about shopping through smartphone, most of the responses were
negative, reasons varying from small screen size to data security. However, the
respondents prefer to check the product review in smartphone before visiting the
store.
When asked about Ads, most of them say that they find the Ads irritating and waste
of time. Hence, prefer to work on some other screen like laptop/tablet/watch Tv
during the time of Ad. Another interesting insight that came out is that during the
time the web page loads in smartphone, the users use some other screen so that the
slow internet wont irritate them.
4.1.3. Hypotheses
The following are the hypotheses formed based on the insights from exploratory research.
1. Apps occupy dominant share of smartphone usage of Generation Y.
2. Brand and Budget are the most important parameters which influence the purchase
of a smartphone.
3. Mobile Ads rarely influence the customers
4.2.
Descriptive Research
The descriptive research was used to obtain quantitative data to test the hypothesis of
research questions. We used online survey as the chosen method for data collection. A
questionnaire capturing information required was prepared based on the insights from
exploratory research.
A number of statistical analysis procedures such as factor analysis, cluster analysis and
Regression were used for various units of data. This will be dealt with in detail in the data
analysis and interpretation part of the report.
4.2.1. Questionnaire Design
The questionnaire sought to collect the following information:

1. Demographic data
2. Purchase related information
3. Smartphone usage related information
a. Internet Usage
b. App Usage
c. Smartphone usage for shopping
d. Features influencing usage
4. Mobile Ads Influence on Smartphone Users
5. Psychographic data for customer segmentation
A sample of 207 complete responses was recorded. A majority of 96% of respondents were
in age group of 15-30 years limiting the analysis mostly to Generation Y. The following
sections discuss the insights gathered from data analysis.
6. DATA ANALYSIS AND RESULTS

5.1. Purchase Intention
The respondents were asked to rate a number of parameters which influence their buying
decision of a smartphone. Battery Backup turned out to be the most important feature with
an average rating of 4.42/5. While it is intuitively significant that Aesthetics of the phone is
in top 3, it is quite surprising to see that brand is ranked as number 6 out of 10. Following
table gives the ranks of the parameters based on their average ratings. The results are
contradicting the hypothesis 2 that brand and budget are the most important parameters
considered for purchase of a smartphone.
Rank
Parameter
Mean Rating( On a scale of 5)
Battery
4.42
RAM
4.14
Aesthetics(Sleekness/look and feel)
4.04
Operating System
4.03
Reviews(Online/Feedback from
4.03
friends)
6
Brand
3.96
Budget
3.89
Screen Size
3.88
Internal Memory
3.78
10
Camera
3.68
A cluster analysis is done to segment the customers based on their purchase behaviour. The
Dendogram output and a reasonably uniform number of responses in each of the clusters
made us zero down to the number of clusters as 5. Based on the rating given by each of
these clusters to the attributes, the nature of the segments is determined.
Final cluster centers
Cluster
Budget
10
Brand
Operating System
Camera
Battery
Internal Memory
Screen Size
RAM
Aesthetics(Sleekness/look and feel)
Reviews(Online/Feedback from
friends)
Based on the cluster analysis, the following segments of customers are obtained:
1. Cluster 1-Comfort lovers: Uses smartphone as a utility device, Specifications like
battery back-up are of utmost importance to them. They have professional attitude
not bothering much about aesthetics but would like to have flawless user
experience.
2. Cluster 2 - Show-Off champions: They give utmost importance to aesthetics of the
smartphone and tend to take self-decisions rather than going by reviews from online
feedback or feedback from other friends.
3. Cluster 3 - Value-Seekers: They have budget constraints while purchasing the
smartphone. However, they wish to have everything the best, they are conscious
about the aesthetics of the phone as well as functional specifications of the phone.
4. Cluster 4 Simple Survivors: They are conscious about comfort and necessity and do
not care to do show-off. They are not very constrained by budget. They perceive
smartphone more as a utility device than as a symbol of status.
5. Cluster 5 - No-Compromise Geeks: These are the people who do not care about
budget and would not mind to think about budget while purchasing a smartphone.
They are not ready to compromise on any feature.
11
5.2. Features Influencing Smartphone usage

The respondents were asked to rate a number of parameters which influence their
smartphone usage on a likert scale ranging from 1 to 5. Battery and Processor speed were
given rank 1 followed by RAM, Screen size and Internal Memory. Following table gives the
ranks of the parameters based on their average ratings.
Rank
Parameter
Battery Back Up
4.42
Processor Speed
4.42
RAM
4.22
Screen Size
3.92
Internal Memory
3.89
5.3. Apps Usage

The respondents were asked what percentage of their smartphone usage can be attributed
to Apps usage. 65% of respondents attributed a significant percentage (>50% of usage) to
Apps. Only 12% of student respondents were under low app usage category supporting the
hypothesis that Apps occupy the dominant share in smartphone usage of students. Thus,
hypothesis 1 stands true.
It was found that whats app is the most dominantly used app followed by email, socialnetworking Apps etc., The following table gives the ranking of apps and their mean rating on
a scale of 5 based on the frequency of usage given by the respondents.
Rank
App
Whats App
4.77
Email
4.41
Social Networking Apps
3.91
Camera
3.73
Maps
3.67
Surfing
3.66
News/Sports Info
3.23
Youtube
2.88
Games
2.79
12
10
Bookings(
2.7
Restaurants/Movie/Travel)
11
Others ( Reviews etc)
2.43
5.4. Shopping intention

58% of respondents do not use Smartphone to shop while the remaining 42% use
smartphone to shop. However, irrespective of using the phone to shop or not, 74% of
respondents checked the product review before going to a store indicating about a category
of customers who are comfortable checking about the product using smartphone but
wouldnt prefer making purchases through apps. Targeting such a segment through mobile
ads would be one idea the marketers should think of.
When asked about the reasons for not preferring shopping through smartphone, 68% of the
non-shopper respondents attributed the low preference to the small screen size of the
phone, followed by 48% attributing to slow-internet connection. The following bar diagram
captures the percentage of respondents choosing the below mentioned factors as reason
for their non-shopping through Smartphone behaviour.
13
5.5. Influence of Mobile Advertisements

The respondents were asked to rate their likeliness to buy a product when they are
informed about it in the vicinity of its store. Only 40% of the respondents gave a rating of 4
or 5. This hints that there is still a long way to go for dynamic mobile advertisements.
The respondents were asked to tick the advertising channels that influence then the most.
The following bar graph gives the percentage of respondents corresponding to the channels.
It is interesting to see that 45% of respondents chose sms promotion but only 17% of
respondents chose direct calling. Hence, focussing on sms and mobile ads seems to be more
efficient approach for marketers.
The respondents were asked to rate their likeness to buy products based on mobile ads on a
scale of 5 with 5 being most likely to buy, 1 being least likely to buy. Only 20% of
respondents gave a rating of 4 or 5. This hints that, currently, Mobile Ad is not the most
influential medium of advertising. These results support the hypothesis 3 that mobile ads
rarely influence the customers.
14
5.6. Smartphone Vs Feature phone

Mean
Std. Deviation
3.25
1.120
3.19
1.234
3.03
1.251
I cant leave my Smartphone even for a second 2.24
1.098
Smartphone is important to me but not an
3.62
1.092
1.90
1.069
1.70
.934
Smartphone is my fourth basic necessity after

food, clothing and shelter
Im addicted to my smartphone because of FB,
Whats app etc
I can manage with a Feature phone in the
absence of smartphone
essential requirement
To me Smartphone and Feature phone are the
same
I dont need a smartphone
The mean values show that people consider Smartphone is important but not an essential
requirement
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
.642
Approx. Chi-Square
361.877
df
21
Sig.
.000
Barlett's test of sphericity is significant, thus the hypothesis that the inter-correlation matrix
involving these 7 variables is an identity matrix is rejected. Thus from the perspective of
Bartlett's test, factor analysis is feasible. As Bartlett's test is almost always significant, a
15
more discriminating index of factor analysability is the KMO. For this data set, it is .642,
which is very large, so the KMO also supports factor analysis
Total Variance Explained
Component
Initial Eigenvalues
Rotation Sums of Squared Loadings
Total
% of Variance
Cumulative %
Total
% of Variance
Cumulative %
2.519
35.981
35.981
2.411
34.445
34.445
1.671
23.872
59.852
1.778
25.407
59.852
.924
13.198
73.050
.655
9.354
82.404
.531
7.591
89.995
.392
5.602
95.597
.308
4.403
100.000
The Rotation Sums of Squared Loadings indicate that 2 factors are significant as their eigen values are
greater than 1 and they explain 34.445% and 25.407% of the variability in all the 7 variables respectively
16
The scree plot shows slightly different results as the slope flattens out after 3 factors
rather than 2
Rotated Component Matrixa
Component
1
.766
-.110
.765
-.006
-.482
.418
I cant leave my Smartphone even for a second
.813
.251
Smartphone is important to me but not an
-.573
.280
.071
.844
-.110
.859
Smartphone is my fourth basic necessity after

food, clothing and shelter
Im addicted to my smartphone because of FB,
Whats app etc
I can manage with a Feature phone in the
essential requirement
To me Smartphone and Feature phone are the
same
I dont need a smartphone
Finally, the Rotated Component Matrix gives the factor loadings for each variable. Based on
these factor loadings, the factors represent:
--The yellow coloured subtests loaded strongly on Factor 1 can be called as Smartphone
addicted
--The blue coloured subsets loaded strongly on Factor 2 can be called as Feature phone
preferred
17
5.7. Smartphone Vs Laptop

Feature
Smartphone
Laptop
Powerful
38%
73%
Exciting for me
72%
28%
Entertaining
55%
60%
Fun
66%
45%
Cutting edge
67%
39%
Innovative
79%
27%
Cool
79%
20%
Boring
9%
45%
Influential
59%
28%
Relaxing
42%
50%
Passive
15%
46%
Active
64%
26%
Credible
40%
56%
Important
56%
61%
Informative
50%
61%
Old fashioned
6%
51%
Current
70%
25%
Relevant
64%
51%
1. The common features between Smartphone and Laptop according to the

respondents are: Entertaining, Important, Informative and Relevant
2. Smartphone features:
Exciting, Entertaining, Fun, Cutting edge, Innovative, Cool, Influential, Active,
Important, Informative, Current, Relevant
3. Important thing to note is that Smartphone is still not considered Powerful in
comparison to Laptop
4. Laptop features:
Powerful, Entertaining, Relaxing, Credible, Important, Informative, Old-fashioned,
Relevant. *Here we considered only features with percentage of respondents >= 50%
18
7. CONCLUSION & RECOMMENDATIONS

Battery backup is given utmost importance in the purchase decision of a smartphone. The
customers are divided into 5 segments based on their buying behaviour. No-compromise
Geeks, Simple Survivors, Value-seekers, show-off champions, comfort lovers. With respect
to Mobile apps, whats app is found to be the largely used app. The shopping behaviour of
customers is studied and it is found that Small screen size and slow-internet connection are
the most pronounced reasons for the reluctance to shopping through smartphone. Also, it is
found that the influence of Mobile Ads on the buying behaviour is not very significant.
Focussing on sms and mobile ads rather than direct-calling could be the more efficient
approach for marketers. Nearly 32% of respondents prefer checking product reviews in
smartphone but not shop through smartphone. It is one important segment the marketers
should focus for promotion. Fast-developing technology resulting in affordable high-speed
internet could have direct impact on shopping through smartphone.
19
8. REFERENCES
1. http://timesofindia.indiatimes.com/tech/tech-news/India-to-have-519-million-
2.
3.
4.
5.
6.
7.
8.
9.
10.
mobile-internet-users-by-FY18-Morgan-Stanley/articleshow/36656019.cms
http://articles.economictimes.indiatimes.com/2014-0101/news/45764553_1_mobile-association-iamai-rural-india
http://www.business-standard.com/article/management/the-mobile-internettipping-point-in-india-113112400608_1.html
http://www.livemint.com/Companies/5FPH2QLJX214LIzp8C5HdN/Smartphoneusage-on-the-upswing-in-urban-India.html
http://gadgets.ndtv.com/mobiles/news/india-has-higher-smartphone-usage-thanthe-us-study-563208
http://yourstory.com/2014/07/indians-spend-3-hours-daily-on-smartphones/
http://ibnlive.in.com/news/trai-may-soon-set-a-minimum-download-speed-formobile-internet/467024-11.html
http://www.dazeinfo.com/2014/07/11/mobile-internet-india-2014-349-millionunique-mobile-phone-users-70-traffic-mobile-india-shining-infographic/
http://www.nextbigwhat.com/mobile-ad-monetization-india-297/
http://www.livemint.com/Consumer/3khEouAGkM1Kni1zsPwsVO/Mobileadvertising-grows-rapidly-in-India-but-share-remains.html
20
9. APPENDIX
8.1. Survey Questionnaire
Demographics
1.
2.
3.
4.
Age: <15 , 15-30, 30-45, >45

Gender: M / F
Marital status:
Profession:
Smartphone usage
5. Rate how the following features influence your smartphone usage. 5 for highly likely. 1 for
less likely.
a. Screen Size
b. Battery Back up
c. RAM
d. Internal Memory
e. Processor Speed
6. If Smartphone is defined as Basic phone + Apps, what percentage of your usage can be
attributed to Apps.
a. <25% b. 25-50% c. 50-75% d. >75%
6. Rate the following parameters based on the importance of consideration while buying a
smartphone.
1
Budget
Brand
Size of Phone
Operating System
Camera
Battery
Reviews(Online
sites/Feedback from
friends)
Internal Memory
Screen Size
RAM
Aesthetics(Sleekness/
look n feel, etc)
Smartphone + Internet
8. How do you access internet in your smartphone?
a. Wifi
21
b. Mobile data
c. Will not use internet in smartphone.
9. Rate the following apps based on your frequency of usage. 5 for Highly used, 1 for least
used.
1
Whats App
Social Netwroking Apps
Email
Surfing
Youtube
Camera
Maps
Games
News/ Sports info
E-Commerce
Bookings(Restaurants/Movies
Travel)
Others(Reviews)
Smartphone Shopping
10. How often do you use your smartphone to shop ( buy/window shop)?
a. Monthly
b. Weekly
c. Daily
d. Do not use smartphone to shop
11. Tick all the reasons for which you may not prefer shopping through smartphone?
a. Screen is too small
b. Worried about security
c. Do not have a smartphone
d. Do not have a data plan
e. Slow internet connection
f. Do not have debit/credit cards
g. Want to try/touch the product
h. Prefer shopping in store
i. Dont trust online payment methods
12. Do you check the product review on your smartphone before going to a store?
13. If you get information about a new product when you are in the vicinity of its store, how
likely are you to visit the store/buy the product?(1-5 rating)
Smartphone Mobile Ads

14. Which among the following will influence you the most?(Tick only one)
22
a. Sms Promotion
b. Direct calling
c. Mobile Ads
15. How likely do you buy based on mobile ads?5-extremely likely(Rating 1-5)
Psychographics
16. Rate your agreement of the following questions on a scale of 1 -5.
1-Strongly
2-somewhat 3- Neither
4-Somewhat
Disagree
Disagree
agree nor
agree
disabree
Smartphone is my fourth
basic necessity after food,
clothing and shelter
Im addicted to my
smartphone because of
FB, Whats app etc
I can manage with a
Feature phone in the
I cant leave my
Smartphone even for a
second
Smartphone is important
to me but not an essential
requirement
To me Smartphone and
Feature phone are the
same
I dont need a
smartphone
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
5- Strongly
agree
17. Tick all the attributes that you recall when you think of the following media?
a. Smartphone
c.Tablet
Powerful
Exciting for me
Entertaining
Fun
Cutting edge
Innovative
Cool
Boring
Influential
Relaxing
Passive
Active
Credible
Trust worthy
Important
Informative
Old fashioned
23
18. Current
19. Vital
20. Relevant
8.2. In-depth interviews

Interviewee 1 :Rakesh Kumar
1. Name : Rakesh Kumar
Age : 24
Gender : M
Profession : Student
Income : Nil
Smartphone user/ Non-user? Yes
2. Which smartphone do you use? Galaxy Note II
3. Will you use internet in smartphone ? If so, wifi/mobile data? If mobile data, 2G/3G? Yes.
Both. Both.
4. For what purposes do you use your smartphone?
Games, Calls. SMS, Email, Camera, Calculator, Alarm, Radio, Maps, Music, Google search,
Internet surfing, Social Networks, watch movies(while travelling)
5. Do you think internet speed influence your usage? Yes.
Maps Some level of speed- Frustration- better to ask people.
Social Networks Depends on speed
No downloads
No surfing
Will do more whats app compared to FB due to low speed.
6. Do you think smartphone features influence your usage pattern( Screen size etc?)
7. Does battery performance affect your smartphone usage?
Never experienced such an instance so far.
8. What is the role of apps in your smartphone usage?
FB
LinkediN
Twitter
Skype
Hindu
Money control
TED
AVG antivirus
Blogger
Games
Stumble upon
Zomato Restaurant finder
Youtube
65% calls, 35% apps.
9. When do you use your smartphone the most In what context ? (Time/location/situation?)
In class When Im bored lyking playing games..
10. What parameters did you consider while buying your smartphone?
budget
Brand
24
Reviews
Features Screen Size, RAM, Internal Memory, Processor Speed
11. In one sentence, please tell us how important is smartphone in your life?
Not much! Can manage with feature phone
12. List top-5 places you frequently visit/present at apart from your home/room and what are
the apps that you use when present at these locations?
Class room All
Mess FB
Mars(work place) No wifi. Sometimes mobile data based on urgency.
Interviewee 2 :Venkatesh Nalli
1. Name : Venkatesh Nalli
Age : 26
Gender : M
Income : High
2. Which smartphone do you use? Samsung s3
3. Will you use internet in smartphone ? If so, wifi/mobile data? If mobile data, 2G/3G?
Wifi. Mobile data 2G. (3G is expensive, doesnt work properly)
Mails outlook, Gmail
Whats app
Apps like facebook
Twitter
Games
Camera - photos
Music
Video
Calls
Audio recording professional purpose
SMS
Youtube
Surfing
Alarm
5. Do you think internet speed influence your usage?
Yes.
6. Do you think smartphone features influence your usage pattern( Screen size, Battery etc?)
Screen Size video chat, utube
RAM for gaming apps
Battery will not use wifi/GPS
Apps 65%, Other uses 35%
8. From the moment your day starts, can you narrate your involvement with smart phone?
Alarm
Clock
Reminders
Tasks
Mail checking
25
9.
10.
11.
12.
Web browsing
News apps
Whats app
Music
Calls
When do you use your smartphone the most In what context ? (Time/location/situation?)
Continuous Usage
What parameters did you consider while buying your smartphone?
Battery Back up
RAM
Processor
OS
Phone colour
Screen Size
Touch intensity
Internal Memory
Camera Mega Pixel
Front cam
Sleek or not
Robust or not
Budget
Brand
In one sentence, please tell us how important is smartphone in your life?
I cant leave my smartphone even for a second because Im addicted to FB. Whats app &
Games.
List top-5 places you frequently visit/present at apart from your home/room and what are
Wash room news/games
Class room whats app/gaming/FB
EPGP Music
Mess Limited texting, Max no use
Shopping Browsing
Interviewee 3 :Venkatesh Parimella

1. Name : Venkatesh P
Age : 24
Gender : M
Income : High
Smartphone user/ Non-user? Yes
Which smartphone do you use? Smasung Galaxy
Yes. Wifi. Mobile data-2G. Basic stuff only necessities when on mobile data.
Whats app
Mail -outlook
Gmail
26
4.
5.
6.
7.
8.
9.
10.
11.
Cricket scores cricket launcher app

Sports tracker app distance, time, calories burnt
Flipkart app mobile app offers
Indian Railways PNR status
News
Calls
SMS
Games
Music
Alarm
Maps
Camera
Memo sticky notes
Books
Do you think internet speed influence your usage?
Yes.Gave up Youtube videos, Cric info, avoid tkt bookng, avoid transactions,
Do you think smartphone features influence your usage pattern( Screen size, battery etc?)
Screen size wont watch youtube.
Wont send mails. To avoid mistakes.
Cant c excel file
Very less internal memory wont download games and few apps. Vl hav to uninstall and
install apps because of this.
Cant download all apps.
Battery power easy battery saver.
Does battery performance affect your smartphone usage?- No issues
What is the role of apps in your smartphone usage? 80% on App, Rest for calls.
From the moment your day starts, can you narrate your involvement with smart phone?
Alarm.
Running purpose of calorie burn.
Travelling books, songs.
When there is a match irrespective of location will follow score.
Latest New release
Brand
Dual Sim/Single sim
Budget
Internal Memory
Camera MP
Sound
Screen Size
RAM
Phone size should not be too large
Operating System
Upgrade Software
Torch light availability
Touch screen life
I can imagine a life without smartphone. Feature phone will suffice.
Time pass in class.
27
12. I wish I can do--------------------------- with my smartphone? Play XX car game

1. Class room whats app
2. Ground Sports app
3. Journey Music/Maps/Games/Books(through Quick office app)
4. Wash room Music, News
5. Office Browsing
Interviewee 4: Rajashekar Mora
Name : Rajashekar Mora
Age : 25
Gender : M
Profession : IT Services
Income : 30Kpm
Smartphone user/ Non-user?: User
1. Which smartphone do you use?
HTC Desire X
Yes, I use 2G Vodafone internet along with WiFi at home.
Social networking apps, Photo editing apps, Games, Task managers, etc
Yes, it will influence a lot.
Yes. Especially when I am travelling and if there are any powercuts ;) . Especially when I
realize there is no battery charging facility nearby.
Yes, Battery, RAM influence alot. If battery backup is not ok, I will try to use phone in
limited mode especially when there is no battery charging source nearby and if RAM is
small, I wont install bigger games.
90-95% of my usage with smartphone is on apps.
Complete narration is difficult ;)
First checking time and whatsapp, then any tasks in my task manager
Calls, camera, music depends on situations.
Games and photo editing apps when bored.
When bored
Budget!! (Most imp)
Brand
Performance, Screensize, Resolution, RAM, Battery, OS,
Reviews
I will look at my phone screen atleast 4-5 hrs a day. Next bigger time after sleeping will be
allocated to the mobile usage.
28
12. I wish I can do--------------------------- with my smartphone?

Decrease usage ;)
Faster Internet
WorkPlace , Friends/Relatives place, Movie theatres, Shopping malls.
GMaps For Navigation
Camera To capture memories
Music Player/Video Player if it is boring over there ;)
Social Networking apps (Whatsapp, FB, twitter)
14. Mention few cool apps that a smartphone should possess.
Whatsapp, Facebook, Twitter, MXPlayer, FileManager, Gmaps, Chrome, Pixlr Express,
Any.do, Evernote, Crickbuzz, Super Backup, Youtube. Games: Quizup, 2048
Interviewee 5 :Sai
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Name : Sai
Age : 23
Gender : M
Profession : Software Engineer
Income :
Smartphone user/ Non-user? User
Which smartphone do you use? Samsung Y Duos
Will you use internet in smartphone ? If so, wifi/mobile data? If mobile data, 2G/3G?
Yes,
2G Mobile data
For what purposes do you use your smartphone?
Mails, games, music
Do you think internet speed influence your usage?
Yes
Does battery performance affect your smartphone usage? Yes
Do you think smartphone features influence your usage pattern( Screen size etc?)
Yes,
Battery backup and Ram speed
What is the role of apps in your smartphone usage?
Mostly games and social n/w
From the moment your day starts, can you narrate your involvement with smart phone?
Songs, time, games, FB, Mails
When bored
Cost, features and
battery backup
Pocket
guide. What else I can say ... LOL
I wish I can do--------------------------- with my smartphone?
List top-5 places you frequently visit/present at apart from your home/room and what are
the apps that you use when present at these locations? Travel Music and Navigation
Interviewee 6 :Karthik Gupta

Name : Karthik Gupta
Age : 25
Gender : Male
Income :
Smartphone user/ Non-user?
29
Nexus-4
Both, wifi-hostel or 3g
Calling, internet, maps during travelling, whatsapp, fb, nike+, google play, ruzzle, quiz-up,
evernote, reminders, music, book my show, zomato, paytm for mobile recharge, emails
Yes. Wifi and high speed to browse for you-tube for videos and music, 2G-whatsapp, maps,
emails
Big issue, after year of use-fully charged for 3-4 hrs, for calls, maps, initially 12-14 hrs
RAM, processor is suitable for use, checking space, screen size not imp
Whatsapp40%
Emails-40%
Other-10%
News, fb, qoura-10%
Calling-70%
Apps-30%
Smartphone next to me on bed, emails checking, pending whatsapp msgs checking, during
breakfast time for replying whatsapp, replying emails when left with time, during evening
listening music
Travelling
Evening to night
When laptop is not nearby
Specs-RAM, processor speed, screen size, black colour, price, brand, reviews through blogs,
experts, friends feedback
Essential but not necessary
12. I wish I can do voice command--------------------------- with my smartphone?
Home-emails
Hostel-quora, whatsapp
Pubs/bars-maps, fb, camera
friends place-emails
gym-music, nike+
Point of sale transactions, detection of things left behind
Interviewee 7 :Bhaskar
Name : Bhaskar
Age : 28
Gender : Male
Income :
Blackberry
30
Yes. Wifi. No mobile data
Calling, whatsapp, you-tube
Yes. You-tube videos
Yes. Turn off wifi when battery is low.
No
Only whatsapp
Morning-alarm, sleeping-songs, whatsapp
Evening(6-11 pm), room, weekends
Weekends for calling
OS, screen size, battery, RAM, storage, processor, camera, brand, price
First thing I wake up with and the last thing I sleep with
Home-whatsapp
MallsClass
Mess
Friends place
Epgp
Restaurant
Work-place: voip
AI kind of app-Capture daily routine and remind me
TV remote
App which gives company as distance between people has increased
Interviewee 8 :Chaitanya Deepak
Name : Chaitanya Deepak
Age : 27
Gender : Male
Income :
Samsung-Galaxy Note, Nokia Lumia-925
Yes. Wifi, Mobile data-3G
Calling, whatsapp, telegram, maps, music, camera, reminders
Yes. High speed-stream online videos, download files
Slow speed-whatsapp
31

Battery, low-calls: for immediate response use whatsapp
Screen size is imp-for movies, pics
Processor, memory-apps
Day starts and day ends with smartphone, reminders, morning-whatsapp, evening-whatsapp,
Weekdays, evening(6-10 pm), room
RAM, processor, memory, screen size, brand, price,
Integral part of my life
Class-whatsapp, fb
Malls-google search
Restaurants-zomato
Home-whatsapp, fb, ruzzle, linkedIn
Friends place-videos, gallery, camera
To know the location of the person
Interviewee 9 :Siddharth
Name : Siddharth
Age : 21
Gender : Male
Income :
Samsung Note-2
Yes.
Wifi-campus
Mobile data-3G
Fb, whatsapp, telegram,skype, twitter, games (zombie-tsunami, temple run), maps, surfing
internet, camera, emails
Yes. High speed-streaming, fantasy league (high definition sites), skype
Low speed-fb
Yes. Fully charged-games, social networking
Low battery-emails, urgent calls
Yes. Screen size, processor speed-games, videos
90% usage
Wakeup-social networking, calls to someone special
CR to do list
Evening-calls, skype
32
Throughout the day fb and whatsapp are common

Night, room, everyday
Screen size, RAM, asthetics, camera, quality, OS, brand, price
A basic need
12. I wish I can do watch 3D movies with my smartphone?
Home-fb, whatsapp, games
College-google search, Wikipedia,
Theatres-calling, whatsapp, games
Restaurants- whatsapp, fb, camera
Malls- whatsapp, fb, camera
Friends place-camera, voice recorder. Fb, whatsapp
Integrated solution for social networking, home-security, smart doctor for non-severe diseases,
apps which help in fitness
Interviewee 10 :Sirish
Name : Sirish
Age : 29
Gender : Male
Income :
Samsung S3
Yes.
Wifi-campus
Mobile data-3G
Calling, messaging (whatsapp), mails, maps,
Yes. High speed-videos, multi-player games
Low speed-mails, news, whatsapp
Yes. Full charge-games music, news
Low battery-calling
6. Do you think smartphone features influence your usage pattern ( Screen size etc?)
Yes. RAM is imp Run-keeper app
60% apps
Day starts with alarm, live updates on various news, markets, sports, you-tube, emails
9:30am-12:30 pm, room, idle and cannot do anything else
OS, RAM, primary camera, battery, price
It is very important
33
11. I wish I could do my health check-up with my smartphone?

Home-whatsapp, TOI
Work-place- mail, pocket (webpage archive)
Mess-whatsapp, mail
Theatres-imdb, chrome
Restaurants-whatsapp, mail
All-in-one remote control (TV, AC), identification of frequently used objects
Yes. High speed-videos, multi-player games
Low speed-mails, news, whatsapp
Yes. High speed-stream online videos, download files
Slow speed-whatsapp
Yes. Wifi and high speed to browse for you-tube for videos and music, 2G-whatsapp, maps,
emails
Select the apps that you use based on the internet speed
High speed:
HD videos, HD games, skype, download files
Slow speed:
Emails, whatsapp, news, online booking,
34

CCS - Final Report - Updated PDF

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Submitted

Exploratory Research .............................................................................................................. 5

Secondary study .............................................................................................................. 5

Depth Interviews and Completion Techniques ............................................................... 8

Descriptive Research ............................................................................................................... 9

Questionnaire Design ...................................................................................................... 9

6. DATA ANALYSIS AND RESULTS .......................................................................................................... 10

Secondary Data Analysis

Projective Techniques ( Completion Technique)

4.1.1. Secondary study

According to Nielsen survey, the smartphone ownership is highest in the age-group of

. Youth is playing an important role in augmenting smartphone usage in

possible for m- commerce to grow bigger than e-commerce because of affordability of

. According to experts, mobile advertising is

4.1.2. Depth Interviews and Completion Techniques

The questionnaire sought to collect the following information:

6. DATA ANALYSIS AND RESULTS

Mean Rating( On a scale of 5)

Aesthetics(Sleekness/look and feel)

Aesthetics(Sleekness/look and feel)

5.2. Features Influencing Smartphone usage

Mean Rating( On a scale of 5)

5.3. Apps Usage

Mean Rating( On a scale of 5)

Social Networking Apps

Others ( Reviews etc)

5.4. Shopping intention

5.5. Influence of Mobile Advertisements

5.6. Smartphone Vs Feature phone

I cant leave my Smartphone even for a second 2.24

Smartphone is important to me but not an

Smartphone is my fourth basic necessity after

Bartlett's Test of Sphericity

Rotation Sums of Squared Loadings

I cant leave my Smartphone even for a second

Smartphone is important to me but not an

Smartphone is my fourth basic necessity after

5.7. Smartphone Vs Laptop

1. The common features between Smartphone and Laptop according to the

7. CONCLUSION & RECOMMENDATIONS

Age: <15 , 15-30, 30-45, >45

Smartphone Mobile Ads

8.2. In-depth interviews

Interviewee 3 :Venkatesh Parimella

Cricket scores cricket launcher app

12. I wish I can do--------------------------- with my smartphone? Play XX car game

12. I wish I can do--------------------------- with my smartphone?

Interviewee 6 :Karthik Gupta

5. Does battery performance affect your smartphone usage?

Throughout the day fb and whatsapp are common

11. I wish I could do my health check-up with my smartphone?

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