Secondo uno studio condotto da Nielsen, l'intensa pubblicità degli operatori di telecomunicazioni sui media indiani è riuscita ad aumentare la consapevolezza dei consumatori sui servizi mobili 3G nel Paese. Lo studio mostra che i livelli di consapevolezza del servizio 3G sono passati dal 64% del novembre 2010 all'80% del luglio 2011.
Tra i vari servizi 3G che sono stati pubblicizzati, lo studio Nielsen mostra che i servizi di videochiamata sono percepiti come i più vantaggiosi, seguiti da una connettività più veloce. Il 67% degli intervistati ha dichiarato che le videochiamate sono il principale vantaggio percepito dei servizi 3G, mentre il 38% ha citato la connettività più veloce.
“Telecom operators who won 3G spectrum have spent considerable sums and bombarded all available media platforms to increase awareness about the new service. Most advertising has focused on video calling and faster connectivity and as we can see, this push seems to have worked, at least in terms of building awareness about these services’, said Farshad Family, Managing Director – Media, Nielsen.
Appello dell'edificio
While awareness of 3G services might have risen, the Nielsen study shows that telecom advertising has not been as successful in building appeal or improving perception for the 3G service For the time period that the study was conducted, appeal of the 3G service between November 2010 and July 2011 went up marginally from 41 percent to 43 percent, while perceived relevance of the service went up to 45 percent in July 2011 from 38 percent in November 2010.
“Despite significant spends on advertising, consumer perception on two key aspects of the newly introduced 3G service – appeal and relevance –has not improved. And this lack of positive perception is reflected in the likelihood of adoption. The study clearly shows that likelihood of adoption has remained flat since operators rolled out their advertising campaign. While the proportion is still at nearly 20 percent, consumers need marketers to more persuasively demonstrate relevance”, says Family.
Opportunità di aggiornamento
An opportunity for telecom operators is the mobile handset upgrade cycle. The Nielsen study shows that Indian consumers who hope to buy a phone in the next three months plan on spending 50 percent more on their next mobile handset, willing to spend Rs 7200 for their next phone compared to Rs 4600 they spent on their last one, suggesting that smartphones will be within reach for wider segment of Indian consumers.
The upgrade in mobile handset for Indian consumers is largely driven by them seeking more advanced features on their phones. A camera is still the most sought after feature for 49 percent of respondents. An FM radio and the Internet rank second and third respectively, and 15 percent of the respondents also seek 3G services on their next phone.
"La ricerca di un nuovo telefono da parte del consumatore indiano è quasi interamente orientata alle funzionalità e, sebbene la fotocamera e la radio FM rimangano le preferite, il consumatore indiano cerca sempre più spesso la connettività a Internet attraverso il proprio telefono cellulare, nella speranza di potersi finalmente collegare alla crescente comunità e ai servizi online. Ciò indica che il mercato delle telecomunicazioni manterrà una domanda robusta anche in futuro e l'aspirazione dei consumatori indiani ad aggiornarsi continuerà ad essere un forte motore", osserva Family.
Informazioni su Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
