Indian women spend more time on smartphones than men: report

Women in India spend twice more time than men on their smartphones watching YouTube or playing games, according to a new report released today which also found that an average person uses their cellphone for three hours daily.
Women also spend 80 per cent more time on Facebook than their male counterparts, the report said.
The report, released by the Mobile Marketing Association (MMA) and research agency Kantar IMRB, looks at the evolving nature of the Indian mobile consumers and provides insights and behaviours individually on smartphones and feature phones.
An average individual spends three hours per day on their smartphones (an increase of 55 per cent from 2015), which surpasses time spent on TV or any other media, according to the report.

Social media and messaging apps were the clear leaders accounting for almost 50 per cent of all time spent on smartphones.
The study also shows that women spend double the time on their smartphones compared to men - on YouTube and games.

Another finding showed the rise of online shopping category, which now has 15 per cent higher reach than the entertainment - making it the second most popular category in terms of reach.
"With over 85 per cent mobile penetration, we are today one of the largest mobile markets globally and insights on mobile usage in India are of critical importance to the modern day marketer," said D Shivakumar, Chairman of the Mobile Marketing Association.

"Today, the mobile is undeniably the closest we can get to our consumers, and it is this that will help marketers seek to understand - and leverage - a consumer's path to purchase," he said.
"With the advent of 4G, reduced data costs and free voice and SMS, we expect to see even more rapid changes in the mobile landscape," said Hemant Mehta, Senior Vice President of media and retail at Kantar IMRB.