Skip to main content

Behavioral Traits of American Smartphone Owners


Using their new and powerful mobile smartphones, an expanding class of American consumers -- 100 million strong and growing -- is helping to redefine the cultural norms in the U.S. marketplace.

According to the latest market study by eMarketer, members of the "smartphone class" stand apart from other Americans in the way they shop, communicate, consume media -- even how they use their spare time.

This class of smartphone-enabled people can be defined by their connectedness and their sense of empowerment that's attained through unfettered access to real-time online information.

"What others do with a PC, they do with their smartphones," said Catherine Boyle, eMarketer senior analyst.

Their phone is their workplace, entertainment center and their marketplace. They watch videos in coffee shops, social network at concerts, play games in waiting rooms, scan barcodes in stores and shop with their smartphone from anywhere at any time.

Moreover, their mobile online behaviors are rerouting the traditional path to purchase and they are proving to the rest of America that spare moments can be productive ones, too.

eMarketer estimates nearly 116 million Americans will use a smartphone at least monthly by the end of 2012, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone.

The U.S. smartphone class is not defined by age, gender, income or race. Instead, it's defined by shared behaviors. Understanding the common behavioral traits that unite the class makes members easy to recognize and underscores the influence this class of consumers is having on how Americans communicate, consume media and shop.

One of those behaviors is to always be snacking content. The smartphone class doesn’t tolerate dull moments; members turn to their phones for instant gratification. Depending on their mood in the moment, gratification might mean completing a quick task or finding a fun distraction.

For marketers, this rising content consumption means an increasing number of touch-points where they can reach consumers. eMarketer forecasts double-digit growth in mobile gaming as well as music and video consumption among the smartphone class through 2015.

"Snacking on mobile in small amounts throughout the day can be as lucrative to brands as it is gratifying to members of the smartphone class," said Boyle. "The five minutes grazing on news in the morning, the 15 minutes playing a game at lunch and the two minutes watching a video at the grocery store are all opportunities for marketers to get a message across or close a sale."

Popular posts from this blog

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Why a Distributed Workforce will Raise Productivity

While most senior executives at progressive organizations have already evolved their human resource policies to accommodate employee desire for flexible working models, others still resist change. Unfortunately, many of the laggards are now experiencing the "Great Resignation" phenomenon. The global pandemic required business leaders to rethink when, where, and how their knowledge workers and front-line employees perform their work. Yet even with the ongoing pandemic recovery slowly underway, some organizations are still trying to determine their workforce approach. According to the latest worldwide market study and recent survey data from International Data Corporation (IDC), stability and geography will likely define the balance of future work strategies. Distributed Workforce Market Development On a global basis, physical office sites are expected to be the dominant location for work as legacy organizations eventually find themselves in a more stable environment. However,