Report: Indian Users Pick Up Phones Out of Habit 50% of the Time

Report: Indian Users Pick Up Phones Out of Habit 50% of the Time

According to a new survey released on Monday, 50% of Indian smartphone users pick up their phones without knowing why they fired them up.

A typical smartphone user answers their phone between 70 and 80 times a day, according to Boston Consulting Group (BCG), a multinational management consulting organization.

According to Kanika Sanghi, Lead – Centre for Customer Insights India, “our research shows that about 50% of the time consumers do not have clarity on why they pick up the phone — they do so out of habit.”

Based on over 1,000 consumers’ real click/swap data and in-depth customer interviews performed throughout India, the report’s conclusions are supported.

Furthermore, 45–50% of consumers are highly clear about the work at hand, and 5–10% are just partially clear. These findings are reported in the study.

Nimisha Jain, Senior Partner and Managing Director at BCG, stated, “Smartphones are evolving—the recent flurry of discussions in media and at industry events on themes like ‘AI on device’ or ‘app-less experience through Gen AI’ is a testament to that evolution.”

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The survey also noted that 50–55 percent of Indian smartphone users’ time is spent on streaming apps, along with gaming, socializing via texts and calls, shopping, and browsing for information on jobs, travel, and hobbies. Indian smartphone users particularly enjoy streaming short- and long-form video material.