Global survey shows cell phone is 'remote control' for life: 42% of Americans 'can't live without it' and almost half sleep with it nearby
17 September 2009
CHICAGO — Global market research firm Synovate has released data from its new global mobile phones survey, revealing just how attached Americans are to their cell phones.
Synovate surveyed over 8,000 cell phone owners across 11 markets - including 504 in the US - to learn more about how people are using (and, in some cases, hiding behind) these devices, which features they use (and don't) and how they really feel about them.
Me, myself and my mobile
The Synovate survey showed how much people depend on their phones. Three quarters of the survey respondents - including 82% of Americans - never leave home without their phones, and 36% of people across the world (42% of Americans) go as far as to say they 'cannot live without' their cell phone.
Synovate's global head of media, Steve Garton, said these small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not1.
"This sheer volume, coupled with enormous marketing potential that is just starting to be realised, means that marketers need to understand as much as possible about how people use their phones, how they feel about them - and what they want more of.
"One very important point about the marketing potential of the phone is that people tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet. Most people do not think of phones as a media platform at all."
Overall, 23% of respondents across 11 markets own more than two mobile phones. Americans are among the most likely to own at least two at 33%, along with the French (34%). Brits and Americans were the most likely to own a smartphone at 21% and 20%, respectively.
'Alarming' stats on what people do
In an increasingly mobile-literate world, only around a third of US respondents agreed they did not know how to use most of the features on their phones. So what are people actually using them for?
Putting aside the almost ubiquitous calling and SMS functions, the three features most usedon a regular basis are:
- Alarm clock – 67% globally use this regularly / 56% of Americans
- Camera – 62% globally / 68% of Americans
- Games – 33% globally / 31% of Americans
"As the mobile becomes more of an all-in-one device, many other businesses are facing challenging times. However, the opportunities for mobile manufacturers and networks are enormous," said Garton.
The survey showed that the US and the UK lead the way in mobile functions that require 3G access:
- Overall, 17% of respondents use email on their mobile on a regular basis, led by 26% in the US and 25% in the UK.
- Similarly, an overall 17% use internet browsing, topped by the UK at 31% and the US at 26%.
- Eleven percent say they social network regularly via mobile, again led by the UK (17%) and the US (15%).
Cameras are clearly very important to mobile phone owners as well. An overall 62% use the camera regularly, led by 76% in the UK, 71% in France, and 68% in the US. This is also the feature that Americans most want to see improved in their phones (31%).
Phone flirt 'n' dirt
Text messaging has undoubtedly changed the way people manage their relationships. This survey showed that 31% of people across 11 markets have lied about their whereabouts via text, one in five has set up a first date and 12% have broken up with someone.
'Hiding' behind your phone allows different cultures to be bolder, or more timid, than they may have otherwise been. The survey showed how text is used for 'good' or fun reasons:
- One third of all respondents globally had flirted with their partners by text, including 36% of Americans.
- 15% have flirted with someone other than their partners, led by the Brits (26%) and Russians (24%), while 16% of Americans say they have done this.
- 20%, or one in five respondents across 11 markets, have set up a first date via text, including 9% of Americans.
The survey also showed how text is used for potentially bad news:
- 12% have broken up with someone via text, led by 23% of Filipinos. Just 4% of Americans have done this.
- Overall, 8% of respondents have been dumped via text, led by 20% of Malaysians, while only 5% of Americans have been dumped via text.
- 35% agreed that they have hidden behind text to say no or send a difficult message, led by 49% of Filipinos. Least likely to hide behind text are Canadians (79% say they haven't done this) and Americans (71%).
- 31% agreed they have lied about why they were running late or where they are, led by 57% of Filipinos. Least likely to lie via text (or so they say) are the Dutch (84% say they haven't) and the Americans (79%).
About the Synovate mobile phones survey
The Synovate In:fact survey on mobile phones was conducted in June 2009 across 11 markets and with over 8,000 urban mobile phone owners. The markets covered are Canada, Denmark, France, Malaysia, the Netherlands, the Philippines, Russia, Singapore, Taiwan, the United Kingdom (UK) and the United States of America (US).
The survey was conducted online in several markets, meaning the respondents are likely to be more tech-savvy than the general population. visit www.synovate.com/insights.
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1Statistic quoted in 'The Tipping Point: one in two humans now carries a mobile phone' by Mike Hanlon on http://www.gizmag.com/mobile-phone-penetration/8831/
Contact(s) for this press release
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Jennifer Chhatlani
Vice President, Marketing & Communications |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries.
For more information on Synovate visit www.synovate.com.