India is on the path of digitalization and it is one of the large markets by mobile connections. The rural India has significant role in mobile revolution. Mobiles have brought up big impact in various aspects in India from communication to business. The present study aims to investigate how rural consumers use mobile and which are the factors affecting on usage. For the study structured questionnaire was used and total 65 rural consumers using mobile were surveyed. The majority of respondents surveyed were male and single; their monthly income was between Rs. 15001 to 30000 per month. Majority of respondents were spending below 200 Rs monthly on mobile and majority of respondents spends less than 2 hours per day. The factors affecting on mobile usage are Need and social status, Perceived usefulness, Social influence, Perceived risk control (Fitness to use) and Product attributes. The problem faced by the rural mobile user are problem of charging, Hanging of phone, Battery life of phone, Language of phone, Network issue, Slow internet, High call rates, Call Drop, Complex Technology, Improper support from call centre.
Gautam R Parmar, Ajay Kumar Ukas, Aditya Jagdish. Factors affecting on mobile usage in rural area. International Journal of Multidisciplinary Research and Development, Volume 2, Issue 10, 2015, Pages 479-484