Quick – what’s the first thing you did this morning? If you answered “Got on my phone” or some other activity on your phone (checking email, Facebook, etc.), then you’re in good company. A full 60 percent of Americans said the same thing about their smartphones, according to Deloitte’s 2015 Global Mobile Consumer Survey.
Turns out, smartphones aren’t just becoming ubiquitous (64 percent of adults owned a smartphone in 2015 vs. 35 percent in 2011) – we’re becoming reliant on them. According to the survey, 43 percent of people check their smartphones within five minutes of waking up while another 17 percent said they check them immediately.
But just how reliant are we becoming on our smartphones? We are obsessed with them! Americans check their phones a collective eight billion times a day, the survey found. On average, a person checks their phone 46 times a day.
We use our phones for everything – finding a place to eat, catching a ride, watching TV, keeping up with friends, making online payments, learning about breaking news, finding a date for the weekend, etc.
In Canada, tests from psychologists found that many of us treat our smartphones as an “extended mind” and rely on them to do the thinking for us, as reported in The Telegraph. Smartphones give us greater access to information and resources than any generation before.
What does this mean for us as marketers, though? It means we need to be connecting with consumers where they are – and they’re on their phones. It means we need to be providing valuable information that is new, exciting or solves a problem.
Most importantly, it means that we have the chance to connect with people in new and unique ways that never were possible before – the opportunities are endless.