India is one of the fastest growing markets in the world with the second largest population of 1339M people and average age of 28 years. India’s GDP growth rate has consistently been above 5% for the last ten years, aiming for a 7,36% growth rate in 2018. It is a country where most people are young, two thirds of the population still live in rural areas and more people have access to 3G and 4G network than they do to electricity.
With over 460 million internet users, India is the second largest online market in the world. It’s also the second highest number of mobile subscribers and second largest smartphone market. Access to internet is on a fast rise, mainly due to the spread of data-enabled phones. The average mobile connections penetration is 86% and in 2018, mobile devices will account for 73% of time spent using the internet — up from 70% in 2017.
Smartphone ownership in India has rapidly become more affordable to users due to government promoted competition and consumer benefits. Mobile data usage has has increased 15 times in 3 years, from 0.26 GB per person per month in the end of 2014 to over 4 GB per person per month at the end of 2017, as per the TRAI data. Much of which is driven not only by falling 4G data prices, but availability of rich media content. Average data price in India is roughly INR 15-20 per GB (USD 0.20 – 0.30).
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