Released by Truecaller in partnership with VTION, the report examines how India’s 400 million urban smartphone users navigate apps and finds a clear move toward more deliberate, identity-first digital behaviour.

Verified identity signals are emerging as a key filter helping users cut through noise and make confident decisions.

Panel data shows communication-identification apps being opened more than 20 times a day, creating high-intent moments where people are alert and ready to act rather than browsing passively.

The findings reflect usage patterns of urban Android smartphone users across metros, Tier 1, Tier 2 and Tier 3 markets.

VTION’s passive behavioural panel is weighted to represent the demographic and behavioural profile of India’s wider urban smartphone base.

The study uses continuous background tracking to capture real, unprompted activity, with all data anonymised and aggregated over multi-week windows at a 95% confidence level.

The analysis explores how verified identity shapes user behaviour, where trusted micro-moments emerge, how high-intent environments influence brand outcomes and which user segments show the strongest readiness to act.

Highlights of the report:

• Urban smartphone behaviour is shifting from passive browsing to identity-led, trust-driven decision moments.

• Verified, additive reach contributes 26–38% incremental audience over major digital platforms.

• Users consistently over-index on high-intent lifestyle behaviours across travel, food, fashion, banking and q-commerce.

• Case studies show notable uplifts: 72% higher financial confidence, 9X reliability association and 20% festive purchase intent among women.

• Identity-led attention moments offer higher salience due to low-noise, decision-focused contexts.

• Trust-rich environments strengthen awareness, consideration and overall reliability perception.

Archana Roche, global head of measurement, Truecaller, said, “Users come to Truecaller in a trust mindset. They open the app looking for clarity and confidence before taking action, and that behaviour creates naturally high-attention moments. This study shows how those trusted, high-intent interactions contribute to meaningful incremental reach and help brands engage audiences who are ready to act.”