Mobile Phone Use by Young Adults in India: A Case Study

Posted by MohiniBhavsar on Sep 28, 2010
Mobile Phone Use by Young Adults in India: A Case Study data sheet 2972 Views
Priyanka Matanhelia
Publication Type: 
Publication Date: 
Jan 2010

This study explored the use of mobile phones among young adults in India. The study used the theoretical frameworks of uses and gratifications approach from media studies, socialcognitive domain theory from human development literature and social construction of technology (SCOT) from Science and Technology studies. The main objective of the study was to examine the use of mobile phones to fulfill communication, media and age-related needs by young people in India and to investigate regional and gender differences.

The study was conducted in two phases using a mixed-methods approach. In the first phase, in-depth interviews were conducted with 30 college-going young adults (18 – 24 years) in Mumbai and Kanpur in December 2007 and January 2008. In the second phase, a survey was conducted with 400 college-going young adults (18 – 24 years) in Mumbai and Kanpur.

The qualitative analysis of the data showed that young people in both the cities used cell phones for a variety of communication, news and entertainment needs. Additionally, they considered cell phones as personal items and used them to store private content, maintain privacy and have private conversations. Further, the analysis showed that they used cell phones to negotiate independence from parents and to maintain friendships and create friendships with members of opposite sex.

The quantitative analysis of the data revealed that young people in the two cities used cell phones differently due to the differences in their lifestyles and socio-cultural factors. Additionally, the study found there were only a few gender differences in the use of cell phones by young people, mainly in the use of cell phones for entertainment purposes, negotiation of independence from parents and in forming friendships with members of opposite sex. Finally, the study concluded that young people in India mainly use cell phones for private communication and needs.

Nokia Life Tools

Posted by AnneryanHeatwole on Feb 10, 2010
Nokia Life Tools data sheet 11700 Views

Nokia Life Tools aims to give users direct access to information that can change how they do business.  Launched in 2008 in India, Nokia Life Tools deliver agricultural information, educational resources and entertainment to users over SMS.  At the end of 2009, Nokia Life Tools expanded to Indonesia.

The service allows subscribers to receive updates on chosen topics – market prices, news tips, weather forecasts, English lessons, exam preparation, or entertainment. The SMS-based service sends basic text messages on an icon-driven interface; the delivery system ensures that the service works wherever mobile phones work. The information that is sent out to the consumer’s mobile phone is targeted to the person based on his or her location.

The tools’ primary services are agricultural and educational; entertainment is supplementary, providing users with ringtones and sports updates among other services.

Organization involved in the project?: 
Project goals: 

Nokia Life Tools aims to:

  • Provide emerging markets with hyper-local information via SMS in three sectors: agriculture, education, and entertainment.
  • Give users an easy and reliable way to access information 
  • After launching in India and Indonesia, Nokia plans to expand Liife Tools in more global markets in early 2010


Brief description of the project: 

Nokia Life Tools is an SMS-based service that provides hyper-localized information to its subscribers in three sectors: agriculture, education, and entertainment.

Target audience: 

The target audience of Nokia Life Tools are users in emerging markets who want access to reliable agricultural information (including market prices, weather forecasts and crop recommendations) and educational opportunities (such as English language instruction).

Picture 1.png
Length of Project (in months) : 
What worked well? : 

According to Dinesh Subramaniam, senior manager of communications for Nokia, collaborations with local partners such as agricultural boards, meteorological departments and educational boards have helped create the hyper-local information needed for the service to run.

What did not work? What were the challenges?: 

One of the biggest challenges facing the program is the initial collection of data; creating specifically targeted information for different regions takes time and manpower, which limits the speed with which the program can be rolled out to new countries. 

Last Name: 
First Name: