An average Indian smartphone user spends about two-and-half hours a day on the handset,

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dedicating more time to entertainment and internet activities than to voice calls and text messages, says a survey.

According to a Nielsen-Informate Mobile Intelligence survey, Indian smartphone user spends 72 per cent of the time on activities such as gaming, entertainment, applications (apps) and internet related content.

The remaining 28 per cent of the time is used for voice calls and text messaging, it added.

"Today, younger Indians for instance, prefer texting and chat over voice communications and understanding this behaviour better can define data consumption and customer acquisition strategies for operators and handset providers," Nielsen India Managing Director (Media) Farshad Family said.

India's rapidly growing mobile user base presents marketers and businesses with an opportunity to improve the precision with which they reach out to the new Indian consumer, he added.

According to the study, while those in the age group of 15-24 years were spending about three hours a day on their smartphones, those in the over 31 year category spent about two hours.

Also, the younger smartphone users (15-25 years) spend two hours on browsing and entertainment compared to one hour in the other category (over 31 years).

Time spent on chat and SMS stood at about 31 minutes for the younger users against 15 minutes by the other category.