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Vuclip, California-based mobile video company introduced India's first mobile portal, 'Mira' exclusively for women. It features video content relating to health, beauty, fashion and style tips, parenting, cooking recipes, career, entertainment, celeb-speak, astrology and more. Currently 14% of women of the total 11 million users access Vuclip in India. the company anticipates Mira to enhance women users.
Prof. Kiran Walia, Women Development Minister for India's national capital territory of Delhi, said, “Studies show that the mobile phone has helped women feel safer, more independent and connected, and has opened new professional avenues and income sources for women. As India's first mobile video channel for women, I hope that this initiative will help boost mobile adoption among women, and will encourage the creation of more women-oriented mobile content.”
A report by the Cherie Blair Foundation and GSMA Development Fund on the mobile phone gender gap in low and middle-income countries had found that mobile penetration among women in India is only about 28% as compared to 40% among men. Vuclip also unveiled the findings of its global survey in which almost 40,000 women users participated from 176 countries, including nearly 13,000 women from India.
Nearly 60% of Indian women use mobile phone as a primary source of entertainment. And 80% of the respondents reported steady increase in their time spent on mobile-viewing. Women aged 18-35 years comprised 65% of the Indian respondents, while 24% were under 18 years and another 11% were over 36 years, said a press statement.
Meera Chopra, Vuclip's vice president Advertising in India, said, “Even as the adoption of mobile among women grows in India, it is encouraging to note that mobile is already becoming a woman's preferred source for content. While 37% women from India reported that they spend more than one hour daily on TV, print or radio media, a close 32% women reported that they spend over an hour to access mobile content every day.”