Over 50% smartphone users pick them up without thought, average user spends 31% of waking time on phones

A groundbreaking report conducted by the Boston Consulting Group, India sheds light on the remarkable transformation in human behaviour driven by the unprecedented surge in smartphone usage over the past 13 years. According to the report, individuals now pick up their smartphones without a clear purpose nearly half the time, indicating a significant shift in daily habits. Titled ‘Reimagining Smartphone Experience: How ‘Surfaces’ can play a key role in making the phone smarter,’ the report unveils startling statistics: 31 per cent of waking time is spent on smartphones, with a staggering 84 per cent of users checking their devices within 15 minutes of waking up. On average, users interact with their smartphones a remarkable 80 times per day. The report attributes this surge in smartphone usage to the accessibility and affordability of mobile devices, particularly in regions like India where the population skipped the traditional desktop phase and embraced mobile internet directly. This leapfrogging phenomenon, fueled by affordable smartphones and cheap data plans, has propelled smartphone volume and usage to unprecedented heights, with a five-fold increase in sales observed from 2010 to 2023. As smartphone usage evolves, so does the landscape of mobile applications, which have multiplied by 35 times, catering to a diverse range of needs and preferences. The report underscores the significant role of streaming content, which now occupies 50 per cent of the total time spent on smartphones, contributing to a steep increase in overall screen time from 2 hours to 4.9 hours. Despite the proliferation of apps and varied use cases, the report reveals a striking finding: almost half the time, users are unsure of why they are engaging with their smartphones. This lack of clarity underscores the need for enhanced user experiences and more intuitive interfaces. Furthermore, the report introduces the concept of ‘Surfaces’ – AI-powered engines facilitating interactions between users and apps. Although still in its early stages, the Surface ecosystem boasts an impressive user base of 220 million Monthly Active Users (MAUs) in India, with an average user spending 16 minutes on the platform. The BCG report identifies four key stakeholders in the Surface ecosystem – app developers, Original Equipment Manufacturers (OEMs) & telecommunications companies, brands & advertisers, and content creators – and explores how Surfaces present an opportunity for each stakeholder to deliver a more seamless and engaging experience to consumers on their smartphones.