50% of Indians pick up smartphones without any intent: Report |


Smartphones have become an important part of our daily lives, resulting in users’ developing a habit of checking their phones frequently during the day. A report has claimed that a typical Indian user picks up his/ her phone 70-80 times in a day, highlighting that about 50% of the times they pick up their smartphones are out of habit, without any explicit intent.
According to a report by the Boston Consulting Group (BCG), one out of two times users pick up the phone they do so without knowing why they fired up their smartphone. While about 50-55% times the consumer has no clarity of intent, nearly 45-50% of the time consumers are very clear on the task to be accomplished and 5-10% of the time consumers have partial clarity.
The report – titled “Reimagining Smartphone Experience – how surfaces can play a key role in making the phone smarter” – sheds light on how the smartphone is being used by today’s users. The findings are based on actual clicks/swaps data of over 1,000 users and in-depth consumer interviews conducted across India.
“In our research, we have seen ~50% of the times consumers do not have clarity on why they pick up the phone – they do it out of habit. Such occasions provide a great opportunity to guide consumers into relevant directions based on their interests by using Surface in a smart manner,” said Kanika Sanghi, Lead – Centre for Customer Insights India.
Other key findings of the report
Over the last decade or so, use-cases enabled through smartphones have proliferated. From just socialising, the spectrum of smartphone use is now expanded to 9+ areas: streaming, shopping, searching, scoring/gaming, saving & payment, seeking (news), studying and storing/tracking.
BCG’s research also revealed varying clarity of intent in three such unique journey types: Pre-Determined, Exploratory and Spontaneous. As per the research, there are multiple friction points in terms of inconvenience, irrelevant information (in form of ads / suggestions) and lack of discovery in each journey type.
“Even in [the] case of a predetermined journey, where the consumer is clear about the app and intent, they find toggling across apps / visiting multiple screens to check for key updates – as challenges worth solving for,” the report noted.
The report also found that leading innovators are seeing increasing adoption for their ‘Surface’ offering – for instance Uber leveraging ’Activity kit framework’ in iOS 16 to offer users select functionalities (ride-tracking, cab/drive info/OTP) right onto the lock-screen.
“Smartphones are evolving – the recent spate of discussions in media and at industry events on themes like ‘AI on device’ or ‘app-less experience through Gen AI’ is a testament to that evolution,” said Nimisha Jain, senior partner and managing director at BCG.
The report said that smartphones are poised to become the Al powered engine that will drive interactions between users and apps, “manifesting as a rich, dynamic screen right from the start of a user’s phone journey.”


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