What Indian smartphone users want: an insight into their digital behaviour

Digital choices are primarily governed by the need for convenience, gratification, and affordability.

Entertainment as the most comforting offering

The positive gratifications from the digital immersion

The more the merrier, the cheaper the better

Choice of language and method to communicate are defined based on the context.

Affordability beats quality among the basic users while quality beats affordability for premium users.

In the digital payments and m-commerce sector, trust, ease of use, and fast services are critical factors when choosing a product or service.

To sum it up

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Shipra is the Founder & User Research Director at User Connect Consultancy.

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Shipra Bhutada

Shipra Bhutada

Shipra is the Founder & User Research Director at User Connect Consultancy.

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