Buongiorno has released study into the behaviour of 18-34 yr old mobile browsers – revealing 2 major modes of behaviour, and 4 big reasons for browsing.
The study, which took place in the UK, used detailed assessment techniques on each person, the idea being to get a very clear picture of what role mobile browsing plays in their lives, and how they behave with it.
There were 2 main attitudes for those who were browsing:
- Embracers: see their phones as real beings – pets, friends, collaborators. They love to experiment with browsing and the battery is their only limit when it comes to being online. They browse with friends, alone, on the bus, out shopping. They browse to stay connected, to alleviate boredom, for efficiency, for entertainment or for information
- Pragmatists:see their phones as tools to make their lives easier. For them, browsing is about being informed. They usually spend short bursts of time online – just enough to get the job done. Browsing is a personal activity, not one to be shared with friends. It’s about keeping up, being productive, and staying on top of day-to-day issues and events
…. and the big 4 reasons why people browse:
- Socializing is the primary activity, eg MySpace, Facebook
- Searching for information and entertainment
- Continue actions started on the PC/ internet, (e.g. searches, comparisons, email)
- Download content (music, video, games, etc)
I have to say I am not shocked at the reasons for browsing – most of us would probably say the same if asked – however, interesting to see that there are some people who live to be ‘connected’, and apply a sort of ‘pseudo-personality’ to their handset – surely that’s gotta be close to addiction?!
[Via: MobiAd News]