Moving Beyond Market Research

Abstract

Large-scale mobile data studies can reveal valuable insights into user behavior, which in turn can assist system designers to create better user experiences. After a careful review of existing mobile data literature, we found that there have been no large-scale studies to understand smartphone usage behavior in India -- the second-largest and fastest growing smartphone market in the world. With the goal of understanding various facets of smartphone usage in India, we conducted a mixed-method longitudinal data collection study through an Android app released on Google Play. Our app was installed by 215 users, and logged 11.9 million data points from them over a period of 8 months. We analyzed this rich dataset along the lines of four broad facets of smartphone behavior -- how users use different apps, interact with notihcations, react to different contexts, and charge their smartphones -- to paint a holistic picture of smartphone usage behavior of Indian users. This quantitative analysis was complemented by a survey with 55 users and semi-structured interviews with 26 users to deeply understand their smartphone usage behavior. While our first-of-its-kind study uncovered many interesting facts about Indian smartphone users, we also found striking differences in usage behavior compared to past studies in other geographical contexts. We observed that Indian users spend significant time with their smartphones after midnight, continuously check notifications without attending to them and are extremely conscious about their smartphones’ battery. Perhaps the most dramatic finding is the nature of mobile consumerism of Indian users as shown by our results. Taken together, these and the rest of our findings demonstrate the unique characteristics that are shaping the smartphone usage behavior of Indian users.