Understanding Mobile Usage in Rural India – ‘09

Over 65% of the Indian population lives in her villages and mobile penetration is around 40%, presenting the possibility of a vast potential market. This paper describes a qualitative research study conducted to understand needs and expectations of users vis-à-vis mobile phones. The study was conducted across 4 semi-urban towns and 8 villages across four Indian states of Andhra Pradesh, Maharashtra, Uttar Pradesh and West Bengal. Some unique user characteristics, lifestyles and usage patterns were observed during the study. This paper presents aspirations of the people and impact of mobile phones on their lives. A few design ideas aimed at enhancing mobile phone experience for people in rural India have also been presented in this paper.