Back in 2023, Vivo launched its "Switch Off" campaign to raise awareness of and the importance of human connections over digital ones in India. Now, the brand is back with its seventh edition of its annual Switch Off Report, highlighting 'The Impact of Excessive Smartphone Usage on Parent-Child Relationships'.
Vivo 2025 Switch Off Report reveals growing awareness in India
Vivo, in collaboration with CyberMedia Research (CMR), conducted an extensive data collection process from 1,517 smartphone owners across cities like New Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Pune and more. The study included a large batch of children and parents (1,017 parents and 500 children) and a small batch of 18 participants (12 parents and 6 children) to gather its findings.
Based on the data, the brand was able to reach the conclusion that India is slowly prioritising phone-free family moments. As per the report, dinner time is the most reliable daily connection moment across the country. Almost 72% children spend time with parents rather than being on smartphones. 91% children report an increase in meaningful and easier conversations with the smartphone out of the picture.
Moreover, the study has also revealed the usage patterns of smartphones in India. For instance, the average daily smartphone usage for parents and children is 4.4 hours and 3.5 hours, respectively. Daily routine usage includes morning notifications, afternoon OTT and late-night scrolling. Also, during shared family times, it is parents who are more inclined to check their smartphones (almost 70% during movies, 64% in family events and 53% during dinner).
Talking about children, 54% of kids in the 10 and to 16-year age group use AI tools daily for homework, personal development, and sometimes companionship. 33% children are more inclined towards interacting with AI rather than actual humans. Moreover, in terms of gender demographics, 83% of boys (13 to 14 years) use AI compared to 38% girls (10 to 12 years).
As per Geetaj Channana, Head of Vivo India Corporate Strategy, the goal of the brand is to foster technology-driven togetherness and bring balance for healthier family interactions. With the Vivo 2025 Switch Off Report the brand aims to raise awareness, provide actual data and suggest measures to achieve it.
At vivo, we believe technology should strengthen real relationships, not distance people from them. While smartphones bring learning, convenience and connection, using them mindfully is essential for nurturing healthier family interactions. The findings of this year’s Switch Off Study remind us that families are actively seeking balance, choosing to disconnect during key moments and rebuild presence in their everyday lives.
— Geetaj Channana, Head of Vivo India Corporate Strategy
The report has also mentioned that reduced smartphone usage has enabled Indian families to establish meaningful interactions, a stronger emotional connection and establish healthy digital boundaries. As part of the initiative, Vivo suggests limiting screen time, ensuring digital detox hours and blocking social media usage during certain hours.
