Abstract

The second decade of the current century has witnessed a sharp rise in the total number of mobile users across the globe. Mobile device ownership rather defines our daily lives and even identities. India has emerged to become one of the largest markets for smartphones. India is an emerging economy with a lot of uniqueness: particularly, it has one of the most tech literate young consumers in the world and that its cultural fabric is extremely collective. This study looks into some issues related to the proliferation of smartphones among the Indian youth.