Study Reveals Growing Addiction to Smartphones

People simply cannot live without their Smartphones.

More than two-thirds of Smartphone owners admitted they are addicted to the device, a study by The Online Publishers Association (OPA) and Frank N. Magid Associates revealed.

Forty-four percent of the U.S. Internet population – 107 million consumers between the ages of eight and 64 – owns a Smartphone, a 31 percent hike over 2011. The figure is expected to jump to 57 percent by the second quarter of 2013.

Phone calls aside, 93 percent of Smartphone users consistently access content and information more than any other activity with 59 percent accessing the Internet and 58 percent checking e-mail.

Forty-seven percent of Smartphone consumers access weather information, 31 percent videos, 29 percent local news and 24 percent national news.

“Over the past few years, there has been an undeniable shift in the way consumers access content and information as well as stay informed and entertained,” said OPA president Pam Horan.

“Consumers now expect the world at their fingertips anytime, anywhere, and publishers have worked vigorously to optimize their mobile sites and create apps that cater to this demand and behavioral shift.”

The study also revealed 39 percent of all Smartphone content consumers act after viewing a Smartphone ad. Fifteen percent have clicked through an advertisement and 12 percent have both used a special offer or coupon and made a purchase either on a PC or at a store.

Smartphone users are also more likely to take action after seeing an ad (79 percent). Thirty-one percent have clicked through an ad, 30 percent have used a special offer or coupon, 27 percent have made a purchase on a PC and 24 percent have made a purchase at a store as a direct result of an ad.

Horan said it is obvious Smartphones are “a great monetization opportunity for publishers.”

“With over half of smartphone users accessing content on a daily basis, this growing smartphone population is showing a willingness to pay for content,” she said. “Twenty-four percent of users report that they have purchased any type of content for viewing on their smartphones.”

Other significant Smartphone findings include:

* 96 percent of content consumers downloaded apps in the past year averaging 36 apps, with 14 percent paid.

* 22 percent have purchased video, 21 percent entertainment content, 21 percent books and 19 percent weather content.

* 54 percent of multiple mobile device owners prefer using their Smartphone for at least one of a range of activities over PC/laptops and tablets.

* 68 percent who watch video on their Smartphones regularly watch short-form news and entertainment videos: TV shows and weather clips.

* 57 percent of those who watch videos watch user-generated content (e.g. YouTube).

* 84 percent of users are two-screen multi-taskers (TV + mobile phone/tablet); 64 percent are three-screen multi-taskers (TV + PC + mobile phone/tablet).

The study can be downloaded here.

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Study Reveals Growing Addiction to Smartphones

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