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Airtel survey reflects mobile lifestyle in India

Mirroring  the ‘mobile attitude’ of over 190 million customers

New Delhi, December 27, 2013: Leading global telecommunications company Bharti Airtel, has released the results of  Airtel Mobitude 2013 - the 5th edition of its annual survey that captures the mobile attitude of customers highlighting their preferences.

According  to the survey, mobile TV, Bollywood, Hello Tunes,the Airtel  Re 1 entertainment store and gaming ruled customer preferences.

Mobile TV witnessed the highest traction this year with a whopping 400% plus jump in viewership over last year. Viewers were glued to entertainment channels most to catch up on all their favorite TV shows and this witnessed an unbeatable traction of over 800% over sports and about 200% over news.

This year witnessed a shift in Indian preferences in Bollywood content. In the imagery downloads category, heartthrob Sunny Leone won hearts to top the charts beating Bollywood divas including Katrina Kaif, Deepika Padukone & Priyanka Chopra. Breaking the records of the past five years, the young newbies in the industry dethroned the most popular ‘Khans’. Bold spirited actors - Sunny Leone, Sherlyn Chopra and Poonam Pandey emerged as the most downloaded, surpassing the total downloads of their male counterparts. While beau Ranbir Kapoor tops charts in the male category in the imagery download, Bollywood’s hottest celebrity Katrina Kaif who topped charts for 4 consecutive years is out of the Top 5 league. On the other hand, Aamir Khan continued to be out of top 5 for the fourth consecutive year.

In Hollywood,  Megan Fox and Drew Barrymore made it to the top downloaded in the female category and unlike their Bollywood counterparts, Hollywood hunks Brad Pitt and Tom Cruise are defying age to top the download charts.

While Indian’s love the good looking female leads who are popular for their item numbers, they preferred romantic songs over the filmy item numbers. Customers are now humming the romantic number Tum Hi Ho of the movie Aashiqui2 making it the most popular download in the Bollywood Hello Tune category. Indians are now upping their ante on song preferences, it is no more celebrity driven, Tum Hi Ho from Aashiqui2 and Jeene Laga Hoon from Ramaiya Vastavaiya with newbies in lead roles trend more over songs with popular celebrities. Hit international track ‘Exotic’ by Priyanka Chopra was among the most downloaded English songs.

In the sports category,  Sachin Tendulkar ruled charts with a whopping124% jump in download compared to last year followed by Roger Federer. Our other men in blue – Dhoni & Yuvraj however were bowled out from the Top 5 league to give way for women power with Serena Williams, Sania Mirza and Saina Nehwal who joined the wagon this year.

Driven by the popularity of the Airtel Re 1 entertainments store, data usage continues to grow at a fast pace. The number of data users jump 124% from last year and data consumption jumped 220%. Music, image and gaming trended most on the store. The store was a hit particularly amongst customers in the rural parts of the country with devotional content also witnessing popularity along with celebrities like Brinda Parikh, Sherlyn Chopra & Sunny Leone. Interestingly, while Android devices are sold most, it is the iOS and Windows customers who are driving data traffic.

In the talkies category, Dabangg2 topped charts as the most viewed movie on Airtel Video Talkies, while Bol Bacchan led on Airtel Audio Talkies. Bollywood epic hit Sholay and Amar Akhbar Anthony still continues to be an all-time favorite with customers, who till date continue to tune into the once much loved audio edition of movies.