In today’s digital age, smartphones have become an integral part of our daily lives. From socializing to online shopping, streaming videos, gaming, and more, these devices offer a myriad of functionalities that cater to our diverse needs and interests. A recent analysis conducted by BCG in collaboration with VTION sheds light on the evolving patterns of mobile usage among smartphone users in India.
The study categorizes user behavior into three types: pre-determined, exploratory, and spontaneous. It reveals that half of smartphone users pick up their phones without a specific purpose, highlighting the pervasive nature of mobile usage in our daily routines. The report also delves into the age-based differences in smartphone usage, pointing out 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.
Furthermore, the research underlines the diverse array of over nine use cases for smartphone usage, including streaming, shopping, searching, gaming, and more. While gaming constitutes approximately 5 per cent of the total average time spent on smartphones, long-form streaming dominates the landscape, accounting for a substantial 25-29 per cent of the total time spent by Indian users. However, despite the proliferation of smartphone functionalities, users encounter friction points such as inconvenience, irrelevant information, and lack of discovery, necessitating innovative solutions.
One of the key highlights of the report is the concept of ‘Surfaces’, which are identified as the next-gen human-device interaction that has the potential to delight consumers by providing a seamless and smart experience. ‘Surfaces’ are seen as Al-powered interfaces that could drive interactions between users and apps, addressing challenges about broken experiences. The report suggests that ‘surface innovators’ have already clocked over 220+ million monthly active users in India, indicating strong engagement with these evolving interfaces.
Kanika Sanghi, Lead of the Centre for Customer Insights India, emphasized the evolving nature of smartphones, highlighting the recent discussions in media and industry events on themes like ‘AI on device’ and ‘app-less experience through Gen AI’. Sanghi stated that ‘Surfaces’ could serve as the conduit to deliver a new, evolved experience that’s smart, seamless, and often enables serendipity.
In conclusion, the report provides valuable insights into the changing landscape of smartphone usage in India, highlighting the diverse patterns of mobile behavior and the pivotal role of ‘Surfaces’ in enhancing user experience. As smartphone technology continues to evolve, the focus on seamless and smart interactions will be crucial in meeting the evolving needs and preferences of consumers.
Opinion:
The evolving patterns of smartphone usage and the emergence of ‘Surfaces’ as the next-gen human-device interaction signal an exciting shift in the way we interact with technology. As smartphones become more integral to our daily routines, it’s crucial for technology companies to focus on delivering seamless and smart experiences that cater to the diverse needs and preferences of users. The concept of ‘Surfaces’ holds immense potential in enhancing user experience and addressing friction points, showcasing the continuous evolution of smartphone technology. It will be interesting to see how this technology continues to evolve and shape the future of human-device interactions.