Usage of Mobile Value Added Services and Its Association to Demographics

India mobile value-added services (MVAS) market has been witnessing phenomenal growth since 2005 and has by far, outpaced other markets around the world. The sector has emerged as the most vibrant and transforming division of the overall Indian telecom industry. It had witnessed a series of developments on the back of various factors, such as rising internet and broadband penetration, double-digit growth in terms of number of mobile phone users, innovation in product development, and commercialization. Penetration of mobile value added services depends on many aspects. The present work attempts to study the relevance of demographic variables to mobile value added services and adoption thereof. Inferences from the study may be useful to fine tune the mobile value added services to suit to the variety of needs of subscribers in order to exploit the growth potential