India, 2023: OPPO, a global smart-device brand, collaborated with analyst firm, Counterpoint, to release a consumer study on NoMoPhobia that stems from Low Battery Anxiety. This report highlighted that three out of four people in India have Nomophobia, the fear of being detached from their smartphone.
The report–titled NoMoPhobia: Low Battery Anxiety Consumer Study–delved into the consumer mindset to understand how dying batteries have become a major trigger for this phobia.
Commenting on the report, Damyant Singh Khanoria, CMO, OPPO India, said, “OPPO prides itself on its Technology Innovation, and we constantly rely on studies to understand consumer needs. Our mission is to create products and experiences that bring lasting value and kindness to the world. This study offers valuable insights into the nuances of NOMOPHOBIA, which will help OPPO deliver solutions that address these articulated needs and concerns.”
Other findings include:
65% of smartphone users experience emotional discomfort—worried/anxious, disconnected, helpless, fear of missing out, nervous, unsafe—when their battery drains.
42% of respondents use smartphones most for entertainment, where social media is at the top.
65% of users sacrifice phone usage to conserve battery while 82% limit their social media usage.
Commenting on low-battery anxiety, Research Director Tarun Pathak said, “Our smartphones have become our personal universes that enable us to stay connected, personally and professionally, and also for entertainment. Consequently, many of us have developed a phobia of being without our phones. As a result, people often feel anxious at the thought of running out of battery and being unable to use their phones. The feeling of low battery anxiety is higher among the working age group of 31 to 40 years followed by the age group of 25 to 30 years.”
