Smartphones are not only a great way to connect us to the
world; they are also a good way to stave off boredom, according to Manu Singh, Group
VP Commercial Insights and Digital, Discovery
Communications. Discovery recently released the results of a new study on
smartphones that demonstrates their ubiquity among society’s most influential
consumers.
As part of Discovery’s initiative to better understand trendsetters,
the company embarked on a series of research studies designed to better
understand attitudes and trigger points for a range of behaviors and purchases.
They identified consumers who set the pace in technology, purchasing and
viewership to comprise their panel, and extracted some compelling – if not
surprising data. As always, influencer
studies may not be reflective of mass population, they are invariably the
indicator of the next tipping point.
“Our ever- increasing reliance on Smartphones to navigate
and manage our lives makes it a deeply personal purchase for consumers”, said
Manu Singh, Group Vice President, Commercial Insights and Digital, Discovery
Communication. “Certainly, at a time when engaging on a more 1:1 basis is an
imperative, providers and brands should consider opportunities to align with
consumers’ relationship with their devices when looking to communicate plan
benefits and brand features.”
Here are the key takeaways:
1.
Smartphones
are a must-have. 78% of Discovery Influencers don’t go anywhere without
their smartphones and close to half (49%) spend more than 3 hours a day on
their phones. The majority of them (65%) agree that their smartphone makes them
feel more connected to the world.
2.
Highly
entertaining. But smartphones play an even greater role than that – they
have become a go-to entertainment source when boredom hits. Seventy-three
percent report that they turn to their phone when they are bored. The spend their time browsing the internet (82%),
on social media (75%) or watching TV/video content (41%).
3.
Good
Service. Consumers are happy with their providers. 76% of Discovery
Influencers are satisfied with their current smartphone provider. Younger
owners are even more satisfied with their current provider. Millennials are
more likely to say they are “Very Satisfied” with their current smartphone
provider than older viewers (35% vs 28%).
4.
Eager
early adopters. While very satisfied with their service providers, Discovery
Influencers are eager to adopt the latest and greatest innovations for
smartphones. . Nearly 1 in 4 Discovery Influencers are looking to upgrade or buy
a new phone and 90% of this group plans to do so in the next 6 months.
5.
Phone
calls? C u l8r. Unlimited texting is the way to go. Texting trumps all other forms of
communication, with 66% of respondents saying that text message/iMessage is the
preferred way to connect with friends and family. With such a high rate of
Discovery Influencers opting for messaging, having unlimited texting is an
absolute must-have. Being able to decode your family/friends’ text messages
requires a whole other plan!
6.
I Want an
Apple phone. Among all brands of smartphone, Apple ranks #1 as the best fit
for their lifestyle and is also considered the most reliable, most trusted, and
the highest quality. However, Samsung is
not far behind. Coming in at a close second for all the above qualities. Samsung
emerges as a winner when it comes to price, with Discovery Influencers giving
credit to the brand for having the best prices.
7.
Millennials
have a love/hate relationship with their phones. For Millennials,
smartphones are an integral part of their lives Millennials live off their
phones, using them for many more purposes than older (35-54) Influencers from shopping
online (71% vs 52%) to buying groceries or ordering takeout (45% vs 27%) and watching
TV or Video content (70% vs 37%). Yet, Millennials are twice as likely to describe their
smartphone as “stressful” and 29% say their smartphone makes them feel lazy.
And on an even sadder note, 20% of Millennials say they think their partner
loves their smartphone more than them.
Discovery’s
research has confirmed what most of us instinctually already knew – that
smartphones play an outsized role in our lives, bringing ease and convenience --
but also stress and feelings of inadequacy.
Maybe there is a psychiatrist app for that?
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