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SmartPhone Users feel naked without their mobile

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MARKETING NEWS HEADLINES: April 2012

April 11, 2012

Smartphone users feel naked without their phones

According to Arbitron and Edison Research survey results, 91% of smartphone owners say their device is within arm's length either always (60%) or most of the time (31%). A Time magazine study also indicates that 65% of digital users take their devices from room to room with them. These consumers say that smartphones are the first thing they reach for when they wake up and when they leave home. Smartphones are also the first device they will think of having close at hand when home, and the first they will turn to if they wake up in the middle of the night.

These 'digital natives (termed as consumers who grew up with mobile technology as part of their everyday lives) were found to switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones, or channels within platforms) on average 27 times per hour, compared to only 17 for digital immigrants (those who adopted digital technology during their adult lives).

According to the Arbitron study, smartphone users are more likely than non-smartphone cell phone users to perform a range of activities on their devices at least several times per day, including making or receiving calls (86% vs. 59%), sending or receiving text messages (78% vs. 34%), taking pictures with the phone's camera (23% vs. 6%), and playing games (21% vs. 2%).

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