It’s plain to see that people are mesmerised by touchscreen technology. Look around any train carriage and you’ll see the faces of engrossed commuters captivated by their touchscreen devices. Why is it that people are so enamoured with their smartphones and tablets?
With a projection that the 100-millionth iPad will be sold globally by the end of the year, it is clear that the touchscreen truly is an object of modern desire. Is it simply a matter of keeping up with the Joneses, or is there more to it? Their ease of use, convenience and wide variety of apps have all led to users developing a close relationship with their device. However, has this love led to a serious overreliance?
A major consumer study entitled ‘TouchScreenLife’ was conducted recently by global research firm, Harris Interactive, to uncover who uses touchscreen technology and how frequently. Harris surveyed over 1,500 smartphone and tablet users, asking everything from how and where people use their devices, to the potential take up of new ideas such as the mobile wallet. It also looked into the potential fallouts, most notably the issues relating to privacy and loss of the device.
What is abundantly clear is that we love these devices. Only 2% of smartphone owners say they hardly ever use the device they own, whereas almost 3 in 5 (58%) say they are always checking it (with a further 28% saying they use it a lot). Furthermore, 3 in 5 tablet owners use their tablet more than they expected prior to purchase (60%).
The range of upgrades, services and apps available to smartphone and tablet users is another key reason for their deep connection in users’ lives. For example, 40% and 56% of smartphone and tablet owners respectively say they are concerned about keeping up-to-date with the latest technology. Younger male tablet owners are the most anxious to keep up to date and to be seen to have the latest updates (73% concerned). TouchscreenLife also measured usage across 25 services and apps, ranging from browsing to gaming to retail, and everything in between. It was revealed that 59% of smartphone owners use most of the features offered by their mobile. There were some obvious differences between smartphone and tablet usage, with tablets spiking for video and eBooks, for example, but the underlying theme is that people use them for a very wide range of things, all of which is eating up their time.
Their all-pervading nature is creating more significant and substantial social trends, which cannot be explained by the idea of ‘keeping up with the Joneses’. In the survey, substantial proportions of respondents claim to use their smartphone or tablet frequently when watching TV, spending time with the family and even when eating, so usage permeates all areas of life. Over 3 in 4 (76%) of tablet owners use their device for catch-up TV, 82% for free games, 76% for music and 67% for films, one in three tablet owners say they use their tablet often when eating, and a further 50% often use it when simply relaxing. So these devices are driving significant social changes not only in the way we connect, but also how we act in a range of social environments.
Such entrenched usage creates its own issues. We love these devices but are we overly reliant on them, addicted even? Are they exacerbating health issues relating to a sedentary lifestyle?
Harris Interactive’s survey highlights that many are concerned about being overly reliant on mobile devices, with 46% of smartphone owners and 55% of tablet owners saying they were concerned about their overreliance. Parents too appear anxious about the total amount of time their children spend in front of a screen, with 58% saying they are concerned about the issue.
Another real and valid cause for concern is our security and privacy, an issue that becomes increasingly important given how much personal data is stored on our mobile devices. The study illustrated that 32% of smartphone owners say they would be very alarmed if they lost their device because there is too much personal data contained within it that isn’t secure. The survey showed that the great majority of smartphone and tablet users are very concerned about a range of online and digital threats, such as identity theft, hacking and information loss, and yet the proportion of users who do not protect themselves against such threats is remarkably high. We are dependent on our devices and yet with so much at stake, many do not take the threats seriously.
So what conclusions can be drawn from this research? We love our touchscreen devices because they offer us connectivity, ease of use, apps and entertainment, and we conveniently overlook the issues relating to their pervasion into our personal lives and security risks. But perhaps some of us should turn them off once in a while to go outside and experience real life instead of a virtual one.
Some key statistics from the TouchscreenLife report:
- 86% of smartphone owners say they are “always checking it” or “use it a lot”
- 50% of tablet owners say they use if often when relaxing (48% when watching TV, 42% when listening to music, 35% when spending time with family, 32% when eating)
- 59% of smartphone owners claim to use most of the features offered by their mobile
- 60% of tablet owners say they use their device more than they expected prior to purchase (43% say a lot more than expected)
- 46% of smartphone owners and 55% of tablet owners say they are concerned about being overly reliant on mobile devices (this increases to 75% of younger male, 16-34-year-old tablet owners)
- 76% of tablet owners use their device for catch-up TV (82% for free games, 72% for paid games, 76% for music, 67% for films)
- 23% of smartphone owners say they are “very interested” in NFC-driven interactive advertising
- 49% of smartphone owners say they are interested in wave-and-pay for transport (45% for bar/restaurant payments, 44% for groceries)
- 32% of tablet owners find the concept of a paid subscription cloud video service to be “extremely appealing”
- 32% of smartphone owners would be “very alarmed” if they lost their device because it contains personal data that isn’t secure
