An average user unlocks his phone at least 70 times a day, mostly to consume lock screen content

Mobile ‘lock screen’ has emerged as the most preferred medium for content consumption as smartphone users in India have shifted from conventional platforms to digital ones for their content need, said the first India Lock Screen Report 2021 by Glance, an InMobi group company. According to the report titled “What India Consumes on Lock Screen”, there has been a 200% increase in the time spent on mobile lock screens in the past one year while an average user spends at least 25 minutes to consume content on Glance, every day.

Glance is the world’s first ‘screen zero’ platform that uses lock screens of devices, especially smartphones, to deliver personalised, locally relevant, and live content to users. The report which is based on the users’ behaviour on the Glance platform between January 2020 to January 2021 also found many interesting consumer insights. For example, it found, average smartphone users in India unlock their smartphones at least 70 times a day out of which 50 times they do it just to consume contents pushed on the lock screens. Post-dinner and Before Bed are the most preferred times for users for accessing lock screen content. Similarly, based on the login times, the report found that typically users from states such as Telangana, Odisha, and Manipur are early risers while those from Maharashtra, West Bengal, and Gujarat go to bed quite late in the night.

Entertainment, News, and Nature/Wildlife emerged as the top three content categories on the lock screen platform while users’ preference for digital content for few other sectors such as health & fitness, polls & quizzes, trivia, and politics also increased significantly.

“The Covid-19 pandemic has changed every aspect of our lives, including the way we consume content,” said Bikash Chowdhury, Vice President – Marketing at Glance. “The India Lock Screen Report 2021 gives us powerful insights on mobile-first content consumption that’s sweeping across metros and tier 2 and tier 3 cities in India. We see strong momentum in these trends in 2021 as well and are confident that this year will be another solid year of growth for lock screen-based content platforms and short-video apps,” Chowdhury added.

The report found that there was a huge preference among the users for video content, which logged an impressive 182% increase in consumption. Short video apps also drew huge engagement during this period with the average time spent by users on Roposo going up by 30% where at least one in every two years shared a video. Comedy and Music were the two most-watched genres in the short video category while regional languages were preferred by users from non-metros and smaller cities.

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