• Almost 94% of children opted for camera, calling and messaging as the three main features. Would not include social media, entertainment and gaming in their parents’ phone
• 69% of children identify excessive smartphone usage as a source of conflict between them and their parents
• 75% of parents worry that their children may struggle to form meaningful relationships but overlook how their own phone usage  affects their bond with their kids
• 76% of children and 84% of parents wish for deeper connections with each other by encouraging more meaningful family time

New Delhi, December 4^th, 2024: As smartphones become an indispensable part of our lives, concerns about excessive smartphone usage are growing across all age groups, particularly among children.  To study the impact of excessive smartphone usage on human relationships, especially among parents and children, vivo, a trusted global smartphone brand, in collaboration with CyberMedia Research (CMR), unveiled the findings of the sixth edition of its Switch Off research study. Titled ‘Impact of Smartphones on Parent-Child Relationships,’ the study underscores how excessive and unregulated smartphone usage is adversely affecting the bonds between children and their parents.

Launched six years ago, vivo’s Switch Off campaign advocates for responsible smartphone usage, encouraging families to prioritise real-life relationships. This initiative reflects vivo’s commitment to fostering deeper human connections as it celebrates a decade of success in India.

The 6^th edition of the vivo Switch Off study has uncovered concerning insights that highlight the urgent need for parents and children to reflect on their unmindful smartphone usage. As per the study, both parents and children yearn for closer relationship with each other but neither group is willing to curb their excessive and purposeless smartphone habits. On average, parents spend over five hours daily on their smartphones, while children spend over four. Notably 73% of parents and 69% of children explicitly identify smartphone usage as a source of conflict between them.

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What’s striking is that 66% of children stated they would leave social media if all their friends did as well, underscoring the powerful influence of a collective action problem on their social media behaviour. The study also reveals that around two-thirds of both parents and children use their smartphones even during meaningful social moments, such as outings, vacations, or celebrations.

While both groups acknowledge the negative impact of excessive smartphone usage, children seem more aware of its adverse effects than their parents. Alarmingly, 1 in 3 children wish that some of the most popular social media apps had never been invented. Furthermore, when asked to design a phone for their parents, almost 94% of children emphasized features like  calling, camera, and messaging. They designed the phone to not include games, entertainment or some social media apps on which parents reportedly spend a majority of their smartphone time.

Geetaj Channana, Head of Corporate Strategy, vivo India, said, “We believe that technology should foster meaningful connections and enrich lives, not hinder them. While smartphones have seamlessly integrated in our daily routines, unmindful relationships with smartphones can create barriers in the real-life relationships that people care about the most. This year’s findings raise essential questions about how families can create meaningful connections in a world dominated by screens.

Through our Switch Off campaign, we’ve been advocating mindful smartphone use for six years, raising awareness about its impact on personal connections. This year, we extend this conversation to the bond between parents and children, urging parents to give their children the gift of ‘Switching Off’. It is a strong reminder to pause, disconnect and prioritize moments of genuine togetherness”

To provide actionable solutions, vivo has partnered with Catherine Price, a renowned Health and Science Writer, author of How to Break Up with Your Phone – The 30-Day Plan to Take Back Your Life, and founder of Screen/life Balance, a platform designed to help individuals build a healthier relationship with their smartphones. Catherine will provide expert guidance on managing smartphone use and promoting healthier tech habits as part of the ongoing Switch Off movement.

The brand has also collaborated with Riddhi Doshi Patel, a Child Psychologist and Parenting Counsellor, to validate the findings of the report and offer her expert insights into the psychological and emotional impact of excessive smartphone usage on children.

Riddhi Doshi Patel, Child Psychologist and Parenting Counselor said, “As a child psychologist, I witness the silent drift that excessive smartphone use creates between parents and children. The data underscores a reality many families already sense—phones have become indispensable yet isolating. Campaigns that champion mindful tech use are not just helpful—they’re transformative. By embracing balance, we can nurture stronger emotional bonds, foster genuine connection, and create homes where relationships thrive beyond the screen.”

Further continuing on the initiative, vivo is once again observing 20th December as Switch Off Day, a day dedicated to raising awareness about the responsible use of technology. By encouraging Indian consumers to disconnect from their digital screens, vivo aims to inspire them to spend more quality time with their families and loved ones.

Findings of the survey 

Children and Smartphones

Smartphone Usage and Addiction: On average, parents spend more than 5 hours and children spend over 4 hours daily on their smartphones, with social media and entertainment accounting for the largest portion of usage for both groups. Both parents and children are highly dependent on smartphones, as it has become an indispensable part of their lives.

• 76% of parents and 71% of children agree that they cannot live without their smartphones.
• 64% of children going to the extent of stating that they feel addicted to their smartphones, spending a majority of their smartphone time on social media and entertainment activities.
• Two third of children say that they would not use social media if their friends were not on the apps.
• Over 90% of children wish that some or the other, of the most popular social media apps had never been invented.

Impact on Relationships: Excessive smartphone use has strained personal relationships, with both parents and children recognizing it as a source of conflict between them.

• 66% of parents and 56% of children notice negative changes in their personal relationships due to excessive smartphone usage.
• 73% of parents and 69% of children agree that excessive smartphone usage is a source of conflict between them.

Trials and Triumphs: Both parents and children yearn for closer relationships. The concern over excessive and unhealthy smartphone usage prompted both parents and children to explore solutions like limiting screen time and turning off notifications

• 75% of parents worry about their kids’ ability to develop meaningful relationships without curbing their own smartphone usage around them
• 55% of parents want to have fun and share activities without smartphone distraction At the same time, they want to be mindful of screen time and prioritize real-life connections
• 56% recognized the need to build healthier smartphone habits at home and 69% reported positive experience from agreeing to work together with their children to set and respect screen time boundaries, setting up designated phone free zones etc.

Future Focussed: Steps towards a healthier Digital

• 72% of children want to use their phones only to stay in touch with friends and family, and 77% of children want no phones when they are with them.
• 76% of children would want to have deeper connection and spend meaningful time with their parents by switching off their smartphones.
• Parents do recognize the need to focus on real-world relationships and want to have designated phone free zones at home like dining tables, living room.

About the study: 

The sixth edition of the study, titled ‘Impact of Smartphones on Parent-Child Relationships’ is based on a study commissioned by vivo, a leading global technology company committed to creating industry-leading smart mobile products and services. The study was executed by CyberMedia Research (CMR), India’s trusted market research and advisory firm, covering 1,543 smartphone owners across Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bangalore, Ahmedabad and Pune.

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About vivo

vivo is a technology brand that creates great products based on a design-driven value, with smart devices and intelligent services as its core. The brand aims to build a bridge between humans and the digital world. Through unique creativity, vivo provides users with an increasingly convenient mobile and digital life.

While bringing together and developing the best local talents to deliver excellence, vivo as a brand is supported by a network of R&D centers including Shenzhen, Dongguan, Nanjing, Beijing, Hangzhou, Shanghai and Xi’an, focusing on the development of state-of-the-art consumer technologies, including 5G, artificial intelligence, industrial design, photography and other up-and-coming technologies. Globally, vivo has also set up an intelligent manufacturing network (including those authorized by vivo), with an annual production capacity of nearly 200 million smartphones. As of now, vivo has branched out its sales network across more than 60 countries and regions, and is winning more than 500 million users worldwide with its superior products and services.

Following the brand’s core values, which include Benfen*, user-orientation, design-driven value, continuous learning and team spirit. vivo has implemented a sustainable development strategy, with the vision of developing into a healthier, more sustainable world-class corporation.

*“Benfen” is a term describing the attitude on doing the right things and doing things right – which is the ideal description of vivo’s mission to create value for society.

Stay informed of latest vivo news at https://vivonewsroom.in/