Both of them. I couldn’t check email en route to the office. I’ll miss calls and texts today. I won’t know where my friends are tonight. People may think I’m rude, or dead. Indeed, my phone has become such an extension of myself, it’s like losing a limb. At least I’m at a computer today–otherwise, this would be truly tragic.
I’m not the only one who can’t deal without a phone. Even with the faltering economy, new research from Harris shows that people will get rid of their landlines and dinners out before their cellphone.
…the 60 percent of consumers who will limit their discretionary spending will curtail going out to restaurants (74 percent) and limit their purchase of electronics (71 percent). 41 percent of consumers, however, have no plans to stop or cut-back on the purchase of cell phones…
For teens, it’s even more essential. OTX not only found that the cell phone was their most important device, but that over half “absolutely could not live without” it.
And this isn’t just in the Unites States. People in developing countries often invest in phones before healthcare, education–even housing.
“People making a dollar a day can’t afford a cellphone, but if they start making more profit in their farming, you can bet they’ll buy a phone as a next step,” Polak says.
In today’s world, connection is currency, and cell phones are the ultimate connectors. With mobile as such an integral part of people’s lives–especially young peoples’–it becomes a natural and incredibly powerful touchpoint for marketers. Add to this the targeting that can be done–by time, location, and demographics–and you have a win-win situation. Brands hit just the right person with relevant information they might actually use. That’s a far cry from a 30-second spot. Indeed, I wouldn’t care half as much if I left my TV at home.
