Measuring the pre-purchase and purchase behaviour of both online and offline mobile phone buyers
Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia
Google, a technology company, and Nielsen, an information, data and market management firm, partnered to develop a means of better understanding how consumers in India research and buy mobile phones.
Background
A mobile first market
36% – or 451 million – of Indians access the internet every month and over two thirds of these access the internet every day. India is a mobile internet market, with 95% accessing the internet via mobile and 85% accessing the internet via mobile only
