Three out of four adult shoppers in India consistently use more than one device simultaneously and spend nearly 90 percent of their workday interacting with the devices, an Adobe study said Friday.
Interestingly, screen switching is common in India, with 50 percent of shoppers initiating an activity on mobile devices and then switching to a computer, according to the study titled “2019 Mobile Marketing Research – India Market”.
The change is more common among the men of the millennium, according to the research.
When faced with the proposal to have their smartphone taken away for two weeks, 39 percent said it would be a major nuisance, while a third said they could not live without their smartphones.
This reaction was most pronounced among millennial consumers, said the study which showed that consumers in India have developed a greater affinity for smartphones when it comes to all online activities compared to computers.
Video calls (88 percent), social networks (85 percent) and text messages (89 percent) are some of the key activities in which Indian consumers prefer to use their mobile devices compared to computers .
Smartphones have also become the preferred medium for all purchasing activities, since 89 percent of shoppers who are currently able to do all the retail activities they want on their mobile phones, showed the findings based on a survey of 1,000 adult shoppers in India.
A large majority of shoppers (83 percent) have a strong preference for the use of mobile applications in mobile browsers while interacting with a company.
The study revealed that more than half of the adults surveyed regularly use voice commands.
“The rapid proliferation of advanced technologies and their greater use in mobile devices points to new potential areas for marketers to engage with shoppers,” said Sunder Madakshira, Marketing Director, Adobe India.
“Given the rapid adoption by shoppers of voice technology, we hope to start seeing more brands experimenting with enveloping forms of customer engagement in the coming years,” Sunder added.