It’s a Myth That All Mobile Users Are Distracted

Distracted mobile users

A lot of researchers and moderators we speak are concerned that consumers using mobile phones are typically on-the-go, that is to say they are moving or en route somewhere and using their mobile to fill in time. But research shows that this is stereotype is unjust. Consumers aren’t suffering Mobile User Attention Deficit Disorder!

Mobile users are distracted, sure they are. But no more than when we are sitting on front of our computers, driving our cars, or enjoying a TV dinner. Distraction is part and parcel of modern life, it’s not just a result of us using mobile phones.

Mobile phone users are not on the go. Google’s multi-screen study showed us that 60% of smartphone use takes place in home. In comparison, computers are used 69% and tablets 79% of the time at home. InsightsNow discovered that 68% of mobile usage (excluding calls, text and email) is in home. And again at Google, their Search Study found that 77% of mobile searches take place at home or at work (where you are likely to have a desktop or notebook available to you also).

What this says is that mobile users aren’t running to catch buses or dashing around with their phones in their hands. They are mostly at work or in home using their mobiles to do some serious work and get things done. Being the closest device, and knowing it’s with them at work and at home – where we spend most of our time – it makes sense to take it seriously as a channel to capture data, have conversations and share moments.

Distractions are everywhere, whether you are using a phone, a laptop or watching the TV. Consumers are using several screens at one time, and they are multi-tasking like crazy. But we know that consumers are using their mobiles more than their desktops. And the main activity is checking emails.

Stephen Cribbett (@scribbett) is the founder and CEO of Dub, which provides online qual and insight community software.


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