Indian womens before getting use to smartphones use to watch daily soap serials but digitalisation has put them one step forward than men in use of smartphones.Now a days time spent on smartphones has gone up considerably in the country, surpassing the time spent on any other media including TV as indian women are now more engaged on smartphones than men, watching YouTube and playing games.We can say somewhat that Indian womens addiction of smartphones has increased than any other media.
According to the report by the Mobile Marketing Association (MMA), in association with market research firm Kantar IMRB, an average consumer spent three hours per day on their smartphones — an increase of 55 per cent from 2015 — in 2016.
“Social media and messaging apps were the clear leaders, accounting for almost 50 per cent of all time spent on smartphones,” the report said.
The study showed that Indian womens addiction of smartphones has increased to that range that they spent twice the time on their smartphones (on YouTube and games and chatting) as compared to men. They also spent 80 per cent more time on Facebook than their male counterparts.
“A thorough understanding of the differential usage and consumer segments that are using smartphones and feature phones will only help marketers use their monies more efficiently,” said D Shivakumar, Chairman of the the Mobile Marketing Association.
“Almost 85 per cent feature phone users do not intend to switch to smartphones on their next purchase, indicating that the functional benefits of feature phones combined with their durability, battery life and ease of repair were highly coveted by these users”, he added.