Data stickiness likely to see users absorb mobile tariff hike: Analysts

Industry ARPU may rise 15% to Rs 220 in FY25

Consumers are unlikely to disconnect their mobile connections and will most likely absorb the up to 22 per cent tariff hike imposed last week by Jio, Airtel, and Vodafone Idea (Vi), according to analysts.

The last major tariff hike in 2021 was followed by a 4-5 per cent SIM consolidation, with people leaving mobile operators with more expensive plans for their peers offering comparatively affordable options. But, the churn will be lower this time as most of the market is already consolidated, investment banking firm JP Morgan said in a note.

"Airtel's lower tariff hikes at entry