New Delhi, December 4th, 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 6th 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.
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.
