Pre-paid smartphone users spend 72% of their time on online content: Study

In a first of its kind, a study of pre-paid smartphone users by IAMAI & Times Internet Limited has revealed that pre-paid smartphone users spend nearly 72 per cent of their time to access online content, while merely 15 per cent of their time is spent on making voice calls. 

According to the report, of the 72 per cent of time spent on their smartphones, only 22 per cent of users time is spent on Apps, while a majority 50 per cent of their time is spent on consuming online content, which includes reading articles, listening to music and watching videos. Interestingly more time is spent consuming content through browsers (WAP) compared to Apps. 

Revealing the apps usage behaviour, the report states that on an average, users have 29 apps installed on their smartphones. Significantly, the rate of installed apps is higher than uninstalled apps, per month. Data reveals that users on an average install 8 new apps, while they uninstall seven apps every month. 

The study also revealed that many of the English news readers on the news apps, watch vernacular content regularly. The study was conducted among 750,000 app users in India. 

The number of mobile internet users in India has reached 371 million by June 2016. There were 306 million mobile internet users in India in December 2015. Of the 306 million internet users, 219 million users are from Urban India, which registered a Y-o-Y growth of 71 per cent, while the user-base in Rural India has gone up by 93 per cent from December 2014, to reach 87 million in December 2015.