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SMARTPHNESMARTMARKETINGfirstdevicetoprovideinstantaccesstotheinternetandonlineinformationresourceswhereverconsumersgo.Time-starvedconsumerssaythatSmartphonesimprovetheirqualityoflifebyallowingthemtomultitaskon-the-move.Formarketers,thiscreatesanewopportunitytomaintaincontactwithconsumersthroughoutthedayandinfluencepurchasedecisionsinwaysneverbeforepossible.UniversalMcCannandAOLpartneredwithQuestus,aleadinginteractivemarketingandresearchfirm,toconductanextensivemulti-phaseresearchprojectexamininghowSmartphonesareinfluencingAmericanlifestylesandmediaconsumption.Thisresearchreportanalyzestheintersectionbetweenconsumermediausage,lifestyleandpurchasepreferences.SMARTPHONELIVING563MM19MMTHESTUDY:LIVING•MARKETING•FUTURES270MMUSmobilesubscribersaccessmobilewebaccessmobilewebonweeklybasisWHOMDIDWESPEAKWITH?Approximately1800participantswereselectedforthisstudybasedupontheirfrequentuseofSmartphonedevices,withnearlyallparticipantsindicatingtheyaccessthemobilewebatleastseveraltimesperweek.Thestudyalsoincludedasampleof“leadusers,”whowereaskedtokeepdailyusagediaries.isnot,126hype.1OFEVERY7MINUTESOFMEDIACONSUMPTIONTODAYISTHROUGHAMOBILEDEVICE14%‘MobileIt’sasocialtransformation.IT’SMORETHANMOBILETheSmartphoneisconsideredagreatconvenienceformanyAmericans,enablingthemtoaccessinternetcontent,applicationsandservicesanywhereandanytimeandtohaveaconstantlinkwiththeirsocialcircles.It’smorethanamediumoftransmission;it’sthepreeminenttoolforbothsocialcommunicationanddailylifemanagement.OFSMARTPHONEUSERSREPORTSATISFACTIONUSINGTHEINTERNETONTHEIRMOBILEDEVICES7TheSmartphoneisthebiggesttechnologyshiftsincebroadband,representingatrulylifestyle-changinginnovation.ConsumersenjoytheirSmartphonesandhowtheyimprovetheirqualityoflife.8MOBILEISPERCEIVEDASCUTTING-EDGEMEDIA&ASSOCIATEDWITHBEINGACTIVE,TIMELY&CURRENTCuttingEdgeInnovativeMobileBoringNewspaperOld-fashionedCoolActiveComputerBrowserTimelyTrustworthyCredibleCurrentImportantExcitingformeVitalFunPowerfulInformativeRelevantRadioInfluentialMagazinePassiveTVEntertainingRelaxingHOWTHEYFEELWhenstudyrespondentswereaskedtoassociatecertainattributeswithvariouschannels,mobilewashighlydistinctivewithavirtualmonopolyofleadingedgemediaconcepts.965%USERSARECONSTANTLYCHECKINGINWITHMOBILEMEDIA.WHENWILLTHEYINTERACTWITHYOURBRAND?95%Otherdowntime82%Atwork81%Whileshopping80%AthomeCommutingtoworkCONSTANTCONTACTSmartphoneshaveenabledAmericanstoconsumemediathroughouttheirdailyroutines,with82%usingmobiledevicesatworkand81%usingmobiledeviceswhileshopping.Themobilewebhasalsobecomearitualwithcommuters,whousethemobilewebaspartoftheirworkdaycommute.Thiscreatesanunprecedentedopportunityformarketerstotransitionwithconsumersastheymovefromactivitytoactivitythroughouttheday.onsecti&ingtwialc/tivieowalati5sw3sIConsumersrelyasatheirmobiledevicesgetfromoneplacetowiththeirwellasatofamilyandshoppingBRIEFHITSOFCONNECTION&UTILITYARECURRENTLYTHEMOSTPOPULARFORMSOFCONSUMPTIONMapsDir55%73%RestaurantsSo/MNNeLisonorkngsNeRes&vieInfo5%44%4%Buinessnfo33%TravelInfo%usemobiletoaccesscorrespondingmediaSmartphonesserveonconsumer’scompasstoshareexperiencesanother,asfriends,guiderestaurants,colleagues.purchases,newsandentertainment.Atthesametime,theyprovideanimportantsocialoutlet.OverthreeoutofeveryfourSmartphoneusersaresharingphotos,articlesandvideosacrosstheirsocialnetworks.10%send%send%MOBILEOFFERSANOTHEROUTLETTOCONNECT&SHARE74usemobilesocialnetworkingsitesandapps50%prefersendingtextmessagestocalling85photostakenontheirSmartphones(Average:16/mo.)71articlesandvideostoothers(Average:13/mo.)11Consumersrelyheavilyontheirmobiledevicestoshareexperienceswiththeirfriends,familyandcolleagues.ThemajorityofallsurveyedSmartphoneuserssharephotos,articlesandvideoswiththeirsocialcontactsusingtheirmobiledevices.Smartphonesalsoenableconsumerstostayoffthephone,withhalfofalluserspreferringtextmessagestotelephoneconversations.SHARINGCONTENTISKEYTOTHEATTRACTION...whenthekidscomeIsharedcontentwithmyfriendoverlunch,aswewerecheckingthemarket.home,myhusbandwilllaughatusbecausewe’llbehuddledtogetheronthecouch,eachwithhisorherrespectiveiPhone,sharingapps,YouTubes,music,etc.Itbridgesasocialgap.Iviewdruginformationonmymobileinthemorninganddiscussitwithmypartnerandclinicalprofessoratnursingschool.1212%beendrivenfollowbrandsfrommediameshMOBILEISNOTASTANDALONEMEDIASOURCE.77useTVandmobileconcurrently56%havebeendriventomobileviaothermedia“MEDIAMESHING”ISAPOWERFULCOMPONENTOFTHEEXPERIENCE55%acrossmultiplemedia42%havemobiletoothermedia37%complimentarywithcontent13BOUNDARYLESSMEDIASmartphonesworkpowerfullywithothermedia.Forexample,mobiledrivesconsumerstoothermedia,whichalsodriveconsumersbacktomobile–generatingacircuitofjuxtaposedmediation.Thiseffectisenhancedwhenuserssimultaneouslyconsumemultiplemediainordertooptimizeproductivityorenrichthecontentexperience.14MEDIAMESHINGFI