Abstract
Today a Smartphone is one’s best friend and especially among the youth, Smartphones have taken a special place in their lives, where they are not merely the communication devices, rather have an endearing bond with the users. The purpose of this study is to determine the factors leading to increasing engagement of the users with the Smartphone for media consumption, despite the availability of other media like television, laptop, and tablet etc. Smartphones are being intensely used in a personalized manner by the youngsters and this has many implications on the social and the personal lives of the users. Hence, it is important to analyze the change in the viewing patterns of the users. The researcher has been able to conclude that various factors such as technological convergence, time convenience, interactivity and user generated content etc. have made Smartphone as the first choice, over other media among the users. KEYWORD - Smartphone, Apps, Media, Video, Content, Engagement
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