Smartphone users in India less on calling and texting, more on apps and entertainment [Research]

The newly formed strategic alliance between Nielsen and Informate Mobile Intelligence has revealed that Indian smartphone users spend more time on entertainment and internet based content than on voice calling and text messages.

Nielsen Informate Mobile Insights says that in its most recent study of the emerging Indian smartphone market, the average smartphone user spends 2.5 hours a day using their phones with 72% of their time spent on activities such as gaming, entertainment, apps and internet related content. Only 28% of their time is now used for voice calls and text messaging.

Key Findings by Nielsen Informate Mobile Insights

  • Smartphone users in India are using their phones for more than 2.5 hrs per day, of which communication (calls, SMS, emails) accounts for only 28% of usage
  • Younger Smartphone users (15-25 yr olds) spend more than 3 hrs per day on their phones and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and multimedia
  • 68% of 15-24 year olds used a chat app last month as compared to 42% for the 31+ year olds; and
  • Data usage for 3G users was close to 44% more than 2G users
  • An Android user installs an average of 19 apps in a month compared to 10 apps for a Symbian user
  • 84% of Android users played a game in the last month compared to 59% for Symbian users

                              Time spent and activities on Smartphones

15-24 yrs

31 + yrs

Total Time spent on the Smartphone

3 hrs

2 hrs

Total Time spent on Browsing & Entertainment

2 hrs

1 hr

Total Time spent on Chat & SMS

31 mins

15 mins

                        Apps and gaming behavior by Operating System


Android™ Users

Symbian™ Users

No. of App downloads in a month



Gaming Usage



Primary Download Location

Android Market App

Ovi Store Site

Image Credit