An Exploratory Study to Understand the Usage of WhatsApp in India Mehta Rooshabh Kumar*, Dr. Bhavsar C. D.** *Ph. D. Research Scholar, Department of Statistics, School of Sciences, Gujarat University, India. roos.397@gmail.com **Professor, Department of Statistics, School of Sciences, Gujarat University, India. chetna_bhavsar@yahoo.co.in Online published on 12 May, 2017. Abstract The current study is conducted to explore what the factors that are led people towards the consumption of mobile communication applications like WhatsApp. The focus of the study is also to understand and analyze the usage of such app. For this purpose, a survey was conducted in the city of Ahmedabad (Gujarat, India). With the responses of 203 respondents the analysis carried out under the suitable theoretical framework (Domestication theory). The analysis suggests that people utilize this platform called WhtsApp generally to maintain their social (includes family & friends) and professional relationships. They are consuming (use) app to send/share text message, multimedia stuff, locations etc. for the various reasons. The analysis of usage of the app has also been captured along with the factors that make users to consume services of WhstApp. These findings might be useful to marketers, researcher, App developers and others who want to understand the consumption patterns and various purposes for which such apps are consumed. Top Keywords Mobile Applications, WhatsApp, ICTs, EFA, Domestication theory. Top |