A survey carried out in 18 Indian cities has revealed that 12 out of every 100 housewives use smartphones as portable video players when someone else is watching television, 11% professionals shop online at work with this device and 16% of all users watch videos on them in bed rather than switching on the TV.
The survey carried out in April-June 2014 among 4,000 smartphone users shows that an average Indian spends over three hours daily on their smartphone and that 25% check their phones over 100 times a day.
Over the last two years, average time spent on apps-WhatsApp, Facebook, Candy Crush-has increased 63%, showing a 20% rise in time spent by users on the device nationwide. A third of the time spent on smartphones goes into apps and this trend is expected to continue, the study conducted by Ericsson's ConsumerLab stated.
"Social and chat apps are the reason why most new users buy a smartphone. However, 40% mature smartphone users say its usage is no longer limited to social purposes. (At least) 24% smartphone owners use mobile apps such as WhatsApp and WeChat for business purposes to sell products and services, expanding their reach to new customers," said Ajay Gupta, vice-president, strategy and marketing, Ericsson India.
Mobile video usage is evolving, with mobile broadband users spending 61% more time on video apps compared to non-users. For one-third of consumers, smartphones are the only screen used to view online mobile videos.
According to Gupta, network speed variations also have an impact in shaping smartphone behaviour. "Consumers receiving higher speeds spend twice as much time streaming videos and browsing internet compared to those who experience slower speeds. Users with slower network speeds are seen spending more time on social websites such as Facebook, playing games offline and browsing chat apps which require less data and are not as reliant on a fast network," he said.
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