PRABHU RAM - CyberMedia Research | CMR

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,

© 2019 Cyber Media Research and Services Ltd. Reproduction is forbidden unless authorized. All rights reserved. India | Asia-Pacific | North America


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


KEY SURVEY FINDINGS

© 2019 Cyber Media Research and Services Ltd. Reproduction is forbidden unless authorized. All rights reserved. India | Asia-Pacific | North America© 2019 Cyber Media Research and Services Ltd. Reproduction is forbidden unless authorized. All rights reserved. India | Asia-Pacific | North America

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


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


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



SMARTPHONE USAGEC H A P T E R O N E


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]


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]


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]


> 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


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]


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]


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.


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.


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


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.


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


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]


Use of Social Networking


C H A P T E R T W O

SOCIAL MEDIA USAGE


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%).


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%).


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]


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]


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


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]


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]


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]


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]


Dependency on Mobile Phone


C H A P T E R T H R E E

SMARTPHONE ADDICTION


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.


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]


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]


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



C H A P T E R F O U R

WITHDRAWAL


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]


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]


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]


Felt on getting back to Smartphone Usage

Happy33%

Connected10%

[n= 2000]


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.


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]


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%


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.



C H A P T E R F I V E

SURVEY DEMOGRAPHICS


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



C H A P T E R S I X

ABOUT THE SURVEY


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


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]

Documents

PRABHU RAM - CyberMedia Research | CMR