When we designed and conducted the “Goin’ Mobile” ethnographic study with Arbitron back in 2010, we saw some amazing “stupid human smartphone tricks” that were precursors to major behavioral changes that have become societal in scope.
While speaking with a friend the other day who has an iPad but is still using a flip phone, she told me that she has purposely shied away from purchasing an iPhone because she thinks it will ruin her life.
That’s an interesting way to think about the smartphone phenomenon. It is a game-changer, and while there are many positive aspects of owning an iPhone or one of the better Android handsets, the loss of attention-span and other cultural changes is undeniable.
We attempted to capture some of these usage patterns in Techsurvey8. Overall, smartphone ownership has now passed the halfway mark, up to 52% in this new nationwide study. And it’s interesting that both men and women are almost equally as likely to have one.
We also found that smartphone ownership tends to level the tech playing field by age. Even those who have an iPhone or Android device in the oldest demos are using it to perform a myriad of cool and varied tasks.
The “dual pyramid” (below) speaks to the growing differences between the “haves” and the “have-nots.” That is, those who have a smartphone, and those who are still using what is nicely called a “feature phone.”
(A friend of mine in his early ‘70s is a “have-not” and still jokes about the time I referred to his device as an AARP Phone.”)
So as you look at the pyramid, you can definitely see how smartphones aren’t just convenient, they have opened up a new world to users.
Now, the only thing that feature phone owners do more than their smartphone counterparts is talk. In all other usage areas, it’s no contest. When you take the dive into smartphones, a whole new world opens up to you.
Of course, that also sends a message to those of us who program and market radio stations. Look at the capabilities and activities that our listeners now have – and of course, they run even higher in progressively younger-targeted formats.
So here are some takeaways, followed by a logical question or two:
Eight of every ten respondents receive and send email on their phones.
So how do your database emails look when listeners open them up on their smartphones? Are you considering the UX – or user experience – in your email program?
Three in ten record videos and three-quarters take and share photos.
So how can you utilize the audience as “citizen reporters” at concerts and events? If everyone has a camera (and a video camera), how can you use this network to create content and a real-time experience?
One-fifth use their smartphones for Twitter, while two-thirds do the same for Facebook
So are you acknowledging your audience in a timely way on these platforms and taking advantage of their real-time nature?
Nearly six in ten check out news, weather, and/or traffic info on these handheld wizards.
So how does your on-air information provide entertainment value, a local touch, and a greater degree of accuracy? And if you’re running a news operations, how does your station’s mobile experience match up with audience usage patterns?
More than one-third check sports scores on their smartphones.
Does your app do more than stream – are you providing sports scores for the teams your audience cares most about in a mobile environment?
And six in ten regularly download and use apps.
And how does your station’s mobile app program reconcile with those big numbers? Do you have apps, and if so, on which platforms and devices? Do your apps provide more than just a stream – a unique, mobile experience that is reflecting of your brand’s essence?
That’s what I love about research. It asks questions, and then generates more questions. But these are good ones to be asking in a mobile environment that is moving at Mach 5, right before our very eyes.
What questions do you see on this pyramid, and how can you and your team answer them?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Re: “So how can you utilize the audience as “citizen reporters” at concerts and events?”
There are legal issues with posting shots of concerts – and some events. Best to check on this with the promoter and band, or organizer, prior to accepting pictures from attendies.
Lawyers, lawyers Ken, no doubt about it, although I believe bands increasingly “get” it. One workaorund is to involve the band in the contest as KNRK/Portland has often done with listener-generated content. But as I always advise since my days at ABC, when in doubt, “Call legal.” Thanks, Ken.
Choices … a $200 phone, $1,000 cell service, $1,000 pc, $1,800 cable service, $2,500 big-screen, Blu-ray player, YouTube, Redbox, Netflix, Angry Birds, Twitter, Facebook, Words With Friends, Draw Something, Pinterest, and texting. Email … maybe. TV only with the DVR. NAV is RAD. Where’s all my attention gone? Don’t know there’s so much to do. So busy multi-tasking. Haven’t heard any radio on in weeks. I know it’s in the car but I’m too busy driving and texting. Have a smartphone app that’s a morning alarm connected to Pandora and sit’s in an overnight charger. Dead battery no longer means the car won’t start. Disconnected is worse then stranded. Spending $4,000 year to stay tuned in … what about you? Got something I should know? I’m here on Facebook. Important? Text or Tweet.
Our “First Occasions” finding in Techsurvye8 spelled out the problem very well. Nearly 60% of core radio listeners don’t start their day with the radio. Yes, there are distractions, but radio needs to be visible and relevant in these other places, and it has to create content and programming that is essential to people’s lives. Thanks for the true-to-life examples.
“While speaking with a friend the other day who has an iPad but is still using a flip phone, she told me that she has purposely shied away from purchasing an iPhone because she thinks it will ruin her life….”
We have a client who had an iPhone, and the last time I saw him, he was sporting a minimalist version of an Android phone. Me: “Why?” Him: “Ultimatum from my wife. It (iPhone) goes, or I go.” He sheepishly acknowledged that it became an addiction, always in-hand, always competing for attention with his wife.
His wife got his old iPhone. #irony
We all know from experience – it truly changes your life – and not always for the better.
Fred –
Great data points. But the question is – Are you in a technology loop?
https://www.youtube.com/watch?v=7jT0JT3N47g
YES!!! YES!!! YES!!!