PRABHU RAM Head- Industry Intelligence Group
CMR
Pra��� Ram
The explosive surge in smartphones in India has completelytransformed the way Indians live, opening-up myriad new avenues for them to reshape their destiny. Whether it be communicating with loved ones, or accessingeducational tools, whether it be in consuming entertainment, orexpressing ourselves, whether it be in commuting or inemergency situations, smartphones have enabled Indians, andIndia, like never before. However, our dependency over smartphones has increased tosuch a level that we cannot imagine a day without it. Bybecoming an extension of our lives, smartphones have causedan adverse impact on our life. When does spending time on the smartphone take priority overface-to-face interactions with loved ones, leading to loss ofpersonal touch. It is in this background that CMR, a leadingindependent research company, conducted a nationwide studyon behalf of vivo India to assess smartphone usage habits, andbehaviors across age groups and demographics. The intent of the study was to understand the relationship thathumans have with their smartphone. By extension, we sought tounderstand its impact on human relationships – with the self,with near and dear ones, with peers and friends, and theenvironment at large. I hope you would find these study insightsinvaluable, and this, in turn, will potentially kickstart a much-needed, larger debate around these issues. As always, do share your perspectives, feedback, andcomments with us,
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KEY SURVEY FINDINGS 5
CHAPTER ONE: SMARTPHONE USAGE 10
CHAPTER TWO: SOCIAL MEDIA USAGE 24
CHAPTER THREE: SMARTPHONE ADDICTION 35
CHAPTER FOUR: WITHDRAWAL 41
CHAPTER FIVE: SURVEY DEMOGRAPHICS 51
CHAPTER SIX: ABOUT THE SURVEY 54
TABLEOFCONTENTS
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KEY SURVEY FINDINGS
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Key Findings
For four in every five users, phone is the last thing they see before bed and the first thing they look at when they wake up. 74% users check their phone within the first 30 minutes of their waking up.
Average Indian spends 1/3rd of their waking hours on their phone, which translates to 1800 hours a year. Majority (56%) of Indians are so dependent on mobile phone that they feel they can’t live without it and they consider phone as their fifth limb (79%).
73% users feel that if their smartphone continues at the current rate or grows, it is likely to impact their mental or physical health. One in every four users has experienced some health issues from too much of phone usage. The mostly stated health issues are weakening eyesight, eye watering, headache, and irregular sleep.
01
02
03
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Key Findings
Three in every five users feel that periodic switching-off their smartphone can actuallyhelp, and they would feel happier. However one-fourth of them feel compelled toconstantly check their smartphone. 35% users check their phone if they wake up inmiddle of the night for washroom or have water.
Two in every three users feel guilty for the amount of time they spend on mobile phone.On the contrary, 33% users feel moody and irritated when they don’t use mobile phone.30% fewer people meet family and loved ones, multiple times a month (now vs 10 Years ago).
96% of people prefer virtual messaging apps to get in touch with friends and family. 1 in 3 people feel that they cannot even have a 5 minute conversation with friends and family without checking their phones.
04
05
06
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Key Findings
42% users felt positively during switching-off their phone. The words mentioned by them are relaxed (16%), good (12%), calm (9%), freedom (7%).
One in every three users has switched off from social media at least once in their life. 34% among them felt positively after switching off. The words used by them are peace of mind (18%), excellent (14%), relaxed (12%), happy (10%), freedom (6%)
Major reasons for not switching off from social media include need to be updated (21%), fear of missing the work-related communication (12%), to be active in social media (10%), and to be connected with friends (9%).
07
08
09
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SMARTPHONE USAGEC H A P T E R O N E
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Smartphone Ownership: By AgeIn a mobile-first nation, smartphone ownership patterns are changing, with majority of the respondents owning their first smartphones in their mid- to late- teenage years.
75%< 1 8 Y E A R S
1 1 %1 8 - 2 0
Y E A R S
9 %2 1 - 2 5
Y E A R S
5 %2 6 - 3 0
Y E A R S
2 %> 3 0
Y E A R S
[n= 2000]
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Benefits of Smartphone Usage
Helps search information that ones need urgently92%enhances knowledge about the world and others92%improves work efficiency in your job84%is fun81%improves personal independence80%improves quality of life78%
Smartphones have enabled Indians like never before, enabling them to not just communicate, but to accessinformation, improve work efficiency, consume entertainment, express themselves. Most importantly,smartphones have contributed to overall independence [82% of women], and improvement in quality of life [77%of men].
[n= 2000]
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0-2 Hour8%
3-4 Hours32%
5-6 Hours29%
> 6 Hours31%
Indians are spending more time on their smartphones, than ever before. Three in every five users spend 5 hours or more on their phone every day.
Time spent on Smartphone
[n= 2000]
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> 6 Hours
5-6 Hours
3-4 Hours
0-2 Hour
Age
Hours Spend on Mobile Device
18 to 25
8%
31%
35%
26%
26 to 33
7%
34%
22%
38%
34 to 45
10%
32%
30%
28%
[n= 2000]
Across age groups, smartphone usage is unusually high (>5 hours). Amongst women, 30% of those surveyed,and close to 60% of those in the age group of 18-25 years spent more time on their smartphone.
Time spent on Smartphone: By Age Group
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Indians use their phone broadly for social connect, entertainment and for seeking information. 83% of women, and 85% in the age group of 18-25 accord priority to social media usage.
81%Social Networking
80%Instant Messaging
69%Email and work-related
44%Gaming
52%Audio & Music
54%News (reading and video)
55%Watch Videos
Smartphone Use Cases
[n= 2000]
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Usage of Social networking, gaming, and music is higher among the age group of 18 to 25.
Gaming
Audio & Music
Video
News (reading and video)
IMs (WhatsApp etc)
Email and work-related
Social Networking
Age
Activities done on phone
18 to 25
88
56
83
49
57
58
51
26 to 33
78
68
80
55
55
50
41
34 to 45
72
82
77
58
54
47
37
Smartphone Use Cases: By Age Group
[n= 2000]
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Most Used Smartphone Apps
73%
71%
54%
52%
50%
39%[n= 2000]
Facebook, WhatsApp and YouTube are the most often used smartphone apps. Across age groups and gender, Facebook and WhatsApp have a high acceptance.
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For 78% of those surveyed, their smartphone is the last thing they see before going to bed and the first thing they look at when they wake up. Across cities, smartphone users in Mumbai tend to be most addicted to their phones [92%], and those in the age group of 18 to 25 [82%].
Smartphone Dependency
15 minutes
30 minutes
1 hour
5 minutes 20%32%
22%12%
2 hours 7%3 hours 9%
[n= 2000]
Needless to say, within 30 minutes of waking up, 74% of users reach for their smartphone. 21% of users in the age group of 18-25 use their smartphone within 5 minutes of waking up.
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Majority of Indians are so dependent on mobile phone that they can’t live without it and they consider their smartphone as their ‘fifth limb’ [79%]. Amongst women, this feeling is more accentuated [86%], compared to men.
Smartphone Dependency Trends
[n= 2000]
86% 80%18 to 25 26 to 33Age
80%34 to 45
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Key Instances of Smartphone Dependencies
Check their smartphone if they wake up in middle of
the night35%
Take aid of mobile videos while feeding their child, or to soothe a cranky kid at home.24%
Take aid of apps like Calm to sleep well, to meditate or calm down.16%
Are addicted to apps for measuring calories, counting steps walked, or watch their weight12%
[n= 2000]
For compulsive smartphone users, the smartphone is the go-to device for any occasion, whether it be waking late at night, or to soothe a cranky child. 44% of those in the age group of 34 to 45, across the eight cities, indicated such tendencies the maximum.
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The extent of smartphone dependency is such that, in a scenario where their smartphone gets misplaced, lost or stolen, Indians experience various emotions, and most importantly, sadness and anger. The feeling of sadness (32%) and anger (21%) is experienced the most by smartphone users in New Delhi. Men experience more anger and irritation (11%) than women (7%).
21%
10%
Smartphone Dependency Trends
[n= 2000]
S A D N E S S
A N G E R
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One in every four users has experienced some health problem arising from excessive usage of smartphone.Though this is a small cohort of smartphone users, it indicates a worrisome trend, especially amongst those inthe age group of 18 to 25 years. 22% of women experienced a weak eyesight.
Smartphones and Human Health
33%W E A K E Y E S I G H T
25%S L I G H T H E A D A C H E
10%
W AT E R Y E Y E S
6%I R R E G U L A R S L E E P P A T T E R N S
[n= 2000]
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Use of Social Networking
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C H A P T E R T W O
SOCIAL MEDIA USAGE
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The Triggers for Using Social Networks
72%
67%
76%
To find old friends
To make new friends
Seeing photos / videos
66%Seeing entertaining funny post
68%Keeping up with news and current events
Indians use social networking for sharing photos / videos, chatting with friends, keeping themselves updated and for entertainment purpose. In New Delhi, smartphone users use social networks the most to find old friends (94%), while those in Chennai and Bengaluru use it for viewing entertaining posts (75%).
[n= 2000]
Amongst women, social networks are preferred for keeping up with news (69%) and receiving updates or comments (67%).
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Preferred Social Media Networks
24%
12%
23%
16%
13%
7%
5%
While WhatsApp and Facebook are the most preferred social networks regularly used by Indians, TikTok usage is highest amongst smartphone users in the age group of 26 to 33 years.
[n= 2000]Linkedin is more preferred by women (22%), and especially, those living in Hyderabad (35%).
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Frequency of Posting on Social Networks
1 – 2 times a day 9%3 – 5 times a day 6%
6 - 10 times a day 5%More than 10 times a day 6%
In the span of a day, one in every four users post on social media. Among Smartphone users in Chennai, the tendency to post frequently is high (13%). Those in the age group of 18 to 25 years post atleast once or twice during a day (11%), while those in the age group of 26 to 33 years post more than ten times onto their social network (8%). Men tend to post more than women.
[n= 2000]
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Motivators for Clicking Photos with Smartphone
67%For sharing with friends on WhatsApp
For posting on Instagram or any other social media
Just an interesting observation, that may or may not find its way to social media.
58%
49%
Make memories
72%
[n= 2000]
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One in every three Indians get anxiouswhen they do not get enough social mediaattention on their social posts / stories.
44% of women feel anxious about theirsocial media posting, compared to 25%amongst men.
Angst over Social Media posting
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41
25
18
9
7
Few times a week
Once a week
Few times a month
Once a month
Rarely
32
1611
14
29
10 years ago
Today
Frequency of meeting with family and friends has decreased significantly in last 10 years. Amongst men, thefrequency of meeting near and dear ones, a few times in a week, dropped by 13% over the past decade.
Meeting Family and Friends
[n= 2000]
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Indians mostly use messaging platforms for getting in touch with family and friends. The propensity touse WhatsApp for communication is highest amongst men (97%), as compared to among women.Amongst women, smartphone conversations rule over social messaging (78%).
In New Delhi, Facebook and phone conversations are the most common mediums for communicating with near and dear ones (98%).
Social Media as a Conduit for Relationships
96% 78%
76% 47%
[n= 2000]
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There seems to be an addiction of mobile among Indian users who check it constantly even while in the midstof a face-to-face meeting with family and friends. One in three users check mobile phone at least once in every
five minutes.
Every 2 minutes
10%
Every 5 minutes
22%
Every 15 minutes
25%
Every 30 minutes
18%
Smartphone Usage while with near and dear ones
[n= 2000]
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During a one-hour meeting at work, one in fiveusers check their smartphone at least once in everyfive minutes. 39% of men tend to check theirsmartphone every 3-5 minutes. Amongstsmartphone users in Kolkata, 28% of those polledfrequently check smartphones during meetings.
Smartphone Usage while in work meetings
37%3 t o 5 t i m e s
18%E v e r y 5 m i n u t e s
44%E v e r y 1 - 2 m i n u t e s
[n= 2000]
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Dependency on Mobile Phone
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C H A P T E R T H R E E
SMARTPHONE ADDICTION
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Smartphone Addiction Trends
73%“feel concerned that excessive smartphone use is
likely to impact your mental or physical health with people, especially near and dear ones.”
68%“Amount of time spent on smartphone makes one feel guilty.”
66%“realize that smartphone usage is adversely
impacting relationships.”
[n= 2000]
Two in every five users feel compelled to use their smartphone all the time.
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Smartphone Addiction Trends
42%“feel compelled to constantly check smartphone.” This feeling is highest amongst those in the age group of 34-45 (65%), and amongst men (62%).
39%“feel isolated without phone.” This feeling is highest amongst those in New Delhi (86%), and those in the age group of 34-45 (66%).
34%“feel nervous when phone runs out of battery or misplaced at home.” This feeling is highest amongst those in the age group of 34-45 (72%).
33%“get moody and irritable without smartphone.” This feeling is highest amongst those in New Delhi (71%).
[n= 2000]
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Growing realization to switch-off Smartphone
Indians feel the importance of spending less time on their smartphone.
“realize the importance and need to have a life separate from the smartphone.” This feeling ishighest amongst those in Pune (76%).
61%
“believe that periodically switching off smartphone usage can actually help.” This feeling is highest amongst those in Pune (80%), and amongst men (61%).
60%
“would be happier if one spends less time on your mobile phone.” This realization is thehighest amongst women (61%).
57%
[n= 2000]
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Societal Impact arising from Smartphones
Two in every three Indians believe that digital technologies are making them a regressive society. This feeling is more pronounced in women (70%), and 72% of those in the age group of 18-25 years.
[n= 2000]
81%
M U M B A I
75%
C H E N N A I
70%
A H M E D A B A D
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C H A P T E R F O U R
WITHDRAWAL
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Survive without the phone for the duration Impossible
16%
1 hour
18%
2 to 4 hours
25%
5 to 6 hours
11%
7 to 8 hours
9%
9 to 16 hours
5%
17 to 24 hours
3%
> 24 hours
14%One in every six users cannot survive for a minute without their smartphone.
[n= 2000]
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Switching off Smartphone
52% Yes No 48%
Have you ever switched off your mobile phone?
1-2 Hours
35%
3-5 Hours
38%
6-10 Hours
15%
11-24 Hours
8%
> 24 Hours
4%
How long did the switch off last?
Around half of the users have switched off their phone for a reasonable length of time. Average duration of switching off from phone is 5 hrs.
Figure in %
[n= 2000]
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Felt during period of Switching off Phone
Positive Feeling (42%) Negative Feeling (56%)
Relaxed 16%
Good 12%
Calm 9%
Freedom 7%
Bored 16%
Sad 9%
Disconnected 6%
Irritated 3%
Isolated 5%
Nervous 3%
Helplessness 2%
Disappointed 2%
Angry 2%
[n= 2000]
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Felt on getting back to Smartphone Usage
Happy33%
Connected10%
[n= 2000]
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Switching off Social Media Handles
Yes34%
No66%
Ever Switched off Social Media Handles
Want always to be updated 21%
Fear of missing work-related message 12%
Remain active on social media 10%
Lose connect with friends 9%
Reasons for Never Switching off
31%
16%
10%
19%
24%
1-2 Hours 3-5 Hours 6-10 Hours 11-24 Hours > 24 Hours
Duration of Switch Off
Only one in every three users has switched off from social media handle at some point of time.
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Impact of Switching off Social Media Handles
Missed Following Elements Did not miss Following Elements
Updates 19%
Chatting 14%
Important news 12%
Friends 10%
Messages 6%
Pictures / photos 5%
Funny post 4%
Updates 13%
Post 7%
News 5%
Chat 3%
[n= 2000]
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Feeling experienced when switched off from Social Media
Sad 30%
Bored 19%
Disconnected 7%
Peace of Mind 18%
[n= 2000]
58%
34%
Excellent 14%
Relaxed 12%
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Feelings experienced on getting back online
‘Felt Excited’ 30%
‘Felt Good’ 19%
‘Sense of Relief’ 7%
‘Was enjoyable’ 2%
[n= 2000]
78% of those in New Delhi, and those in the age group of 34-45 years (40%) shared this sentiment.
24% of women, and 39% of those in Ahmedabad expressed this sentiment the most.
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C H A P T E R F I V E
SURVEY DEMOGRAPHICS
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64%36%
18 to 25 Years 36%
26 to 33 Years 34%
34 to 45 Years 30%
Demographics
By Occupation
Student 22%Housewife 10%Self Employed 10%Working Professionals 55%
By Gender By Age Group
Under-Graduate 20%Graduate 61%Post-Graduate 15% Above Post-Graduate 4%
By Level of Education
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C H A P T E R S I X
ABOUT THE SURVEY
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The CMR-vivo ‘Smartphones and their impact on Human Relationships’ report isbased on an online survey covering 2000 respondents, across top eight cities ofIndia, namely: New Delhi, Bengaluru, Hyderabad, Chennai, Mumbai, Pune,Ahmedabad and Kolkata, covering the age groups of 18 to 45, and with specificquota on age, gender, region and socio-economic status.
For results based on a randomly chosen sample of this size, there is 95%confidence that the results have a statistical precision of plus or minus 2.2% ofwhat they would be if the entire population had been surveyed.
About the Survey
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CMR offers industry intelligence, consulting andmarketing services, including but not limited to markettracking, market sizing, stakeholder satisfaction,analytics and opportunity assessment studies. Itsbouquet of consulting services includes incubationadvisory, go-to-market services, market mapping andscenario assessment services. The services offered by CMR encompass industryverticals of Information Technology,Telecommunications, Electronics, Semiconductors,Life Sciences, and other emerging and overlappingtechnologies shaping our lives. CMR’s core value proposition encompasses a richportfolio of syndicated reports and custom researchcapabilities across multiple industries, markets andgeographies.
Prabhu [email protected] Satya Sundar [email protected]