Mobile phones were initially launched as simple communication devices, enabling people to stay connected with one another, while on the move. However, with the mobile now performing a host of services, it has become a significant element in one’s everyday life.

Recent reports suggest that an average Indian smartphone user spends more time on the internet and entertainment activities than on voice and text services. As much as 72 per cent of the time spent on the smartphone is on gaming activities, apps and other sources of entertainment, while only 28 per cent of the time is accounted for by voice calls and text messages.

With India being considered as one of the fastest growing mobile markets globally, an understanding of the user’s preferred services will help businesses target their audience in a better manner. The youth, a significant target group for mobile technology, spends more time on text messages and chat than on voice calls.

A recent study showed that consumers under the age of 25 years spent approximately three hours on their smartphones of which two hours were spent on surfing the internet and entertainment activities. Chat and text messages accounted for half an hour, while the remaining thirty minutes were spent on regular activities such as contacts and alarms. On the other hand, consumers over the age of 31 years spent about two hours on their smartphones with an hour dedicated to entertainment activities, about fifteen minutes spent on chat and text services and almost forty-five minutes spent on regular activities.