Mobile phones ‘have become our lovers’

2011-09-21 08:32

Los Angeles – People are having an increasingly intimate relationship with their smartphones, according to a new study by Ipsos/OTX on mobile consumers presented at TheWrap’s media leadership conference, TheGrill.

If computers are our sages and televisions are our jesters, Ipsos OTX President Bruce Friend said iPhones and Androids are our lovers.

“It’s almost always turned on. It never leaves you. You have an intimate relationship with it,” Friend said.

The intensity of the attraction has helped smartphones reach a critical mass. Currently, 47% of 4 000 people surveyed by the research marketing firm have a smartphone.

By the end of next year, that number should rise to 70%.

That’s critical for entertainment companies, because users are increasingly using their phones to play video games and watch shows.

Indeed, smartphone users spend 30% more on media and entertainment content than their peers. 87% of smartphone users spend 13 minutes a day connecting to social networking sites, 55% use their mobile devices to spend 2 minutes a day reading about entertainment and news, and 71% spend 12 minutes a day playing games.

Pity poor pornography. 3% of users spend only about a minute a day accessing adult entertainment.

It’s also a crucial platform for drumming up viewership and interest in movies and television.
88% of those surveyed said they would switch channels to watch a programme if they got a recommendation from a friend. 82% said they would look up more information about the programme.

But smartphones’ dominance may be waning.

Though tablets currently only have roughly 20% to 25% penetration, Friend expects that number to quickly increase.

“The tablet is rapidly becoming a companion or even a competitor to the smartphone,” Friend said.

“Tablets reduce smartphone as entertainment devices. The tablet will take the place of that,’’ he added.

Tablets, Friend said, are quickly replacing the laptop as the mobile device users favour to take with them, to access email on the run, and to stream content on the go.

Whether on the iPhone or iPad, the importance of apps cannot be overstated for content makers. For instance, 80% of users are accessing Facebook via its app versus 72% through its website and Youtube fans access 44% via the app versus 22% through the website.

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions. publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.