Pune: A recent study by GfK (a leading market research company) shows that one in 10 of India’s Internet population is a hyperconnected consumer. The hyperconnected consumer is defined as someone who owns a smartphone, at least one other connected device, accesses the Internet daily with and spends more than four hours daily on the smartphone.
There are around 41 million hyperconnected consumers in India, with major cities like Delhi and Mumbai reporting the highest concentration of consumers belonging to this segment. According to the Hyperconnected Consumer study in India, they spend almost six hours daily online - double the amount of time compared to the average consumer.
Prime time for them is 9 pm to midnight, the hyperconnected consumers have the most intense usage on their smartphone during the traditional media opportunity window.
“This study has uncovered an emerging category of connected consumer who is embracing and actively opting for digital modes of lifestyle,” said Nikhil Mathur, Managing Director for South Asia at GfK. “This evolution of the ‘hyper’ segment takes consumers’ connectivity level up by a notch, proving that digitisation is indeed taking place at a rapid pace, with smartphones being instrumental in the process,” he added.
“With the number of Internet users in India expected to cross 450 million by June, the usage of smartphone for high social activity goes beyond simple networking and has evolved into a perpetually connected, digital-led lifestyle,” said Karthik Venkatakrishnan, Regional Director for Digital Market Intelligence, GfK.