Bharti Airtel has generated a mobile phone usage survey from data captured from its subscribers in the past year. Called Mobitude 2009, the survey has 7 categories and showcases the most popular ringtones, wallpapers, photos of Bollywood celebrities, music and games download on its nation-wide network and even which occasions witnessed the maximum number of SMSs sent. Nothing especially surprising or out of the ordinary in the survey, reflecting the country’s interest in cricket, music and Bollywood within the mobile Indian community. Airtel plans to bring out similar surveys on an annual basis. Quarterly would be better, though.
Music Wins All
Over the course of 2009, the most popular download by Airtel mobile subscribers was music content – 200 million bits of old and new compositions in the form of ring tones, radio, ring back tones, mp3s and other formats were downloaded to mobile phones. Airtel claims ‘Music Bharti’ is India’s largest music company and music is the largest contributor to its VAS revenues. Users in Karnataka, Andhra Pradesh, Gujarat, Tamil Nadu, Maharashtra and Punjab circles downloaded the most music.
Cricket, Hollywood & Bollywood, Games
Downloads of cricket and tennis players, games and pictures of Hollywood and Bollywood stars were also high on the popularity list. Including music, 220 million downloads were recorded on Airtel network. In gaming, Indian Premier League (IPL) 20 was the most popular game, followed by X-Men Wolverine, a game based on the movie and Need For Speed – Pro Street and Formula 1 in the car racing genre. There is no mention of top applications downloaded.
Days in 2009 that witnessed the maximum SMS frenzy were: New Year, Diwali, Dusshera and Friendship Day. This can be explained by the fact that there were proportionally more users at the tail end of the year – Airtel began 2009 with 88.3 million users and grew to 116 million by December, hence the New year’s and Diwali saw more SMSs than other occasions.
A snapshot of the survey is given here:
|Top 5 music (Old)||Top 5 music (New)|
|Ab Tere Bin Jee Lenge Hum (Aashiqui)||Jab Dekho Phone Kar Dete Ho (Prank Tune- April Fool)|
|Kya Batlayein Saajna (Laal Dupatta
Mal Mal Ka)
|Tujhmein Rab Dikhta Hai (Rab Ne Bana Di Jodi)|
|Aur Is Dil Mein Kya Rakha Hai (Imaandaar)||Jai Ho (Slumdog Millionaire)|
|Sheesha Ho Ya Dil Ho (Aasha)||Pehli Nazar Mein (Race)|
|Tumse Milkar Naa Jaane Kyun (Pyaar Jhukta Nahin)||Tu Jaane Na (Ajab Prem Ki Ghazab Kahani)|
|Top 5 Bollywood (female)||Top 5 Bollywood (male)||Top 5 Sportstars (male)|
|Katrina Kaif||Aamir Khan||Sachin Tendulakar|
|Kareena Kapoor||Salman Khan||MS Dhoni|
|Deepika Padukone||Shahrukh Khan||Virendra Sehwag|
|Priyanka Chopra||Akshay Kumar||Yuvraj Singh|
|Bipasha Basu||Ranbir kapoor||Rafael Nadal|
|Most celebrated||Top 5 Sportstars (female)||Top 5 downloaded games|
|New years||Maria Sharapova||IPL T20|
|Diwali||Sania Mirza||X-Men Wolverine|
|Dushhera||Anna Chakvetadze||Need for Speed-ProStreet|
|Hindu New year||Anna Kournikova||Formula 1 Racing|
|Friendship Day||Ana Ivanovic||Indian Cricket League|
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