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Reliance Jio free data offer spurred consumption of video content: Study

MUMBAI: Mukesh Ambani’s telecom project Reliance Jio’s free data offer has spurred users to consume data-heavy content like video & music that were traditionally considered too expensive to stream on the go, reveals a Smartapp study.

The study reveals that Jio has become the primary data connection on mobile devices. Jio has captured the SIM 1 slot of smartphones as these are generally 4G compatible.

Approximately 42% users have activated Jio in their 4G-enabled slot, followed by Airtel at 17.54%, Vodafone at 12.26%, and Idea at 11.50%, the study noted.

Incumbent leaders such as Airtel and Vodafone have also joined the fray and are offering incredible packages that seemed unbelievable since its launch.

Smartapp’s study further reveals that Jio is leading not just in data connections but in data consumption as well.

With data usage by a Jio user logging a whopping 6.54 GB on average, compared to 1.28 GB on Airtel, 1.29 GB on Vodafone and 1.32 GB on Idea. This is due to their ‘welcome offer’ that offered unlimited data to its subscribers until 31 March.

Social apps and video usage driving mobile internet adoption

The use of social networking platforms such as Facebook and video streaming apps like YouTube are the primary drivers of usage and large-scale adoption of mobile internet across India, reveals the study.

Social apps have witnessed the highest increase in usage with a massive 467% boost, while video streaming apps are second at 336% increase. However, the actual data required for video apps is higher. Thus, the free data offer from Jio has benefited apps in this category.

Content consumption across News (+212%), Music (+207%) and Sports (+176%) has also seen manifold increase since its launch.

The dawn of Digital India

Speaking on these findings, Smartapp COO Gaurav Sarin said, “Digital India has become a reality. This recent trend of mobile internet adoption and consumption, revealed by Smartapp, is probably the harbinger of how ‘Mobile First’ will drive Digital India and bring about true digital inclusivity and access across India.”

“We, at Smartapp, are really excited about this trend and want to keep innovating towards enriching Indian users’ experience around smartphone usage,” adds Sarin.

With limited Wi-Fi and terrestrial broadband infrastructure, mobile broadband is the first, and probably the only way that most Indians will be able to access the internet. Lowered costs being the driving factor, mobile data consumption in metros has increased by almost 6 GB and non-metros by almost 5 GB over the last few months.

Founded in November 2015, Smartapp optimizes the cellular requirements of its customers by studying the patterns of cellular usage on smartphones and suggests the best plan that helps users save money. Currently, it has applications for Android and Apple iOS.