50% Indian users unintentionally reach out for their smartphones: BCG study

Almost half of Indian consumers pick up their smartphones out of habit, often without any specific intention, said a recent study by Boston Consulting Group (BCG).

“In our research, we have seen around 50 per cent of the times consumers do not have clarity on why they pick up the phone – they do it out of habit,” said Kanika Sanghi, Lead, Centre for Customer Insights India, BCG.

The research titled “Reimagining Smartphone Experience – how surfaces can play a key role in making the phone smarter” segments clarity of intent while reaching out for smartphones into three parts – pre-determined, exploratory, and spontaneous.