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Infographic: Third of Indians would buy from the phone brand they love, regardless of price

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By Ishbel Macleod, PR and social media consultant

May 9, 2013 | 3 min read

Research into the emerging markets and trends for consumers has found that 33 per cent in India said that they would buy a phone from the brand they love, regardless of price, compared to 32 per cent who would look for a cheaper phone with similar functions.

The Upstream research found that the numbers were similar in Brazil, with 31 per cent saying they would buy the brand they love compared to 34 per cent who said they would buy a cheaper version.

Marco Veremis, CEO at Upstream, said: “This report goes a long way to predicting which areas of the mobile industry will emerge as triumphant in these new rapidly emerging markets. With consumers in emerging markets increasingly adopting over-the-top (OTT) services, accessing content and apps, we can expect MNOs to invest both time and resource to grow in these regions.

“In the emerging markets, MNOs have both the ability to create data plans that are suitable and affordable, and also provide services that do not require credit/debit cards - something that many consumers have limited access to. As a result, there is a massive opportunity for mobile operators to lead the market by developing their own Rich Communication Services and data services, which are easily adopted and paid for by consumers in emerging markets. Couple this with the fact that MNOs are the most trusted senders of marketing messages and promotions, their pedestal position means that brands and mobile service providers need to reassess their relationship with MNOs and work closely with them when devising an emerging market strategy.”

It was also discovered that across India, Brazil, KSA and Nigeria, roughly a third said they would be happy to receive ads through their smartphones once a week, with 38 per cent of Nigerians agreeing; while 19 per cent of Brazilians would be happy to receive advertising on a daily basis.

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