A recent analysis conducted by BCG in collaboration with VTION revealed interesting insights into the mobile usage patterns of smartphone users. The study categorized user behavior into three types: pre-determined, exploratory, and spontaneous. It found that half of smartphone users pick up their phones without a specific purpose, highlighting the changing nature of smartphone usage.
The study also highlighted the differences in smartphone usage patterns across different age groups. It found that individuals aged 18-24 spend 1.5 times more time engaging with short-form videos such as reels and shorts compared to those aged 35 and above. This trend was consistent across various cities and genders, indicating a clear shift in preferences among young adults.
Furthermore, the research emphasized the expansion of smartphone functionalities from mere socializing to a diverse array of over nine use cases including streaming, shopping, searching, gaming, and more. It noted that long-form streaming dominates the landscape, accounting for a substantial 25-29% of the total time spent on smartphones by Indian users.
Despite the proliferation of smartphone usage, the study also highlighted some friction points such as inconvenience, irrelevant information, and lack of discovery, necessitating innovative solutions to enhance the user experience. The research collected actual clicks and swaps data of over 1000 users along with extensive consumer interviews across India, shedding light on the evolving landscape of smartphone usage and the pivotal role of ‘surfaces’ in enhancing user experience.
‘Surfaces’, the next-gen human-device interaction, were identified as having the potential to delight consumers by providing a seamless and smart experience while addressing challenges about broken experiences. The report suggested that these surfaces are likely to become AI-powered interfaces, driving interactions between users and apps.
Kanika Sanghi, Lead of the Centre for Customer Insights India, emphasized the evolution of smartphones and the potential for surfaces to serve as a conduit to deliver a new, evolved experience that is smart, seamless and often enables serendipity.
Opinion:
The insights from the study are quite fascinating as they offer a glimpse into the changing dynamics of smartphone usage among Indian users. The increasing preference for short-form videos among young adults and the dominance of long-form streaming highlight the evolving nature of content consumption on smartphones. It’s evident that smartphones are no longer just devices for socializing, but have become integral to various aspects of our daily lives, from entertainment to shopping.
The emergence of ‘surfaces’ as the next-gen human-device interaction also holds great potential for transforming the user experience on smartphones. As smartphones continue to evolve, it’s crucial for app developers and technology companies to prioritize seamless and smart experiences that address the challenges identified in the study. The future of smartphone usage is likely to be shaped by AI-powered interfaces, and it’s exciting to see the potential for surfaces to drive interactions between users and apps in innovative ways.