"In India almost 54 per cent of the respondents prefer unlimited mobile data for a fixed price per month," the survey, conducted across 12 countries including the US, the UK, China, Australia and Russia, to highlight short- and medium-term issues faced by operators, said.
The survey said confusion over data tariffs and lack of guidance from operators on the value of new services are limiting the adoption of mobile data services.
"One in three respondents say they cannot understand mobile data tariffs effectively while only one in five customers claim that they can make an accurate judgement as to what the best tariff option is," the survey said.
In India, 31 per cent of the respondents said they clearly understand mobile data tariffs offered by operators, which is the highest among others.
In the US, only 16 per cent respondents said they can understand the data plans, as many as 24 per cent understand data plans in the UK and Russia.
"It is imperative for mobile operators to spread more awareness about the improved security and privacy features enabling the end consumer to effectively access mobile Internet services, especially in case of mobile money transfer or payment through mobile services," Ernst & Young Global Partner Prashant Singhal said.
The survey said rising smartphone take-up means that more than 1 in 3 mobile customers are using services such as web browsing, instant messaging and social media on their devices.
The survey finds that 3G customers are a high-value segment and in India, the average monthly spend of post-paid and pre-paid 3G users stand at USD 43 and USD 27 respectively, while in US, the figures stand at USD 115 and USD 78.