M-Generation treat mobiles as life-support devices
June 23, 2004
A new study launched by the Teleconomy Group has revealed that
UK society has given birth to the 'M-Ager' - individuals born into
a generation of mobile users that are so emotionally attached to
their phone they don't see how they could live without it.
The study - entitled Me, My Mobile and I - is an annual research
project looking at behavioural trends in mobile usage. Now in its
fourth year, the survey conducted over 1,400 qualitative and quantitative
interviews focusing on the UK public's attitudes towards their mobile.
'M-Agers', classified as children aged between 10 and 14, were
born into a time where mobile phone use was commonplace and have
subsequently developed a significant emotional attachment to their
phone using it for much more than just communication. The study
revealed that M-Ager's natural curiosity, impatience and inherent
trust of technology means they try all the functions on their phone
and as a result learn to use the technology far more quickly than
an adult might.
"The emergence of the 'M-Ager' is a significant development amongst
the mobile public in the UK," said Professor Michael K Hulme, chairman
of the Teleconomy Group. "These are a group of people who have never
known life without a mobile phone and therefore can't imagine functioning
without it. The 'M-Ager' phenomenon, and their dependence on this
technology, is only set to increase as children begin to grow up
with increasingly sophisticated mobile devices over the coming years."
The research went on to reveal:
-- Users ‘can ’t live ’ without their mobile: 26%of respondents
stated they couldn’t live without their mobile demonstrating the
huge part the mobile plays in our everyday life
-- Denial amongst UK mobile users: 18%of UK mobile users refuse
to admit the importance of the mobile in their life, but are incapable
of functioning without it
-- Mobiles ‘author ’ our lives: Mobile phones are becoming vitally
important in managing the huge volume of information we receive
on a daily basis and begin to replace address books, diaries, watches,
alarm clocks and even land-line telephones amongst the mobile public
-- Businesses missing opportunities: Businesses are missing great
opportunities to market products and services to users via their
mobile in ‘interspace’ – the time and space between events and arrangements
-- Mobiles used as ‘virtual ’ transport: Whilst children use mobiles
to play games and transport themselves to a ‘virtual playground
’, adults use the mobile as a ‘virtual friend ’ to interact with
whilst there ’s a gap in their life
Previous research studies revealed three basic adult typologies
that mobile users adhered to however the 2004 survey has identified
the emergence of a new breed of mobile user - the Denier.
The new 'Denier' group believe themselves to be unattached to their
mobile seeing it as useful with some respondents stating they only
switch it on when necessary. Despite their apparent lack of emotional
attachment towards their mobile, Deniers demonstrate a great fear
of losing it suggesting the device means more to them than they're
willing to concede. 18%of the sample claimed they were not attached
to their mobile but displayed characteristics of not being able
to live without it.
"The emergence of the Denier group is fascinating as this is a
set of people who are unwilling to admit how important their mobile
is to running their life," said Hulme. "This group underestimates
their usage opting for packages that are too small and drastically
exceed their free minutes and text allowance every month. Although
they'd be reluctant to own up to the fact, deniers would find it
difficult to function without their mobile."
Interspace is the New Real Estate
"Interspace has become critical in controlling other parts of our
life and our use of the mobile phone during this time means we can
be far more fluid in making arrangements," commented Hulme. "We
use this time to constructively send messages or make calls that
help organise ourselves both in and out of work. Our mobile controls
this interspace and subsequently plays an essential role in our
everyday being."
"Businesses are at present missing a very significant commercial
opportunity to market products or services to individuals on their
mobile during this time," concluded Hulme. "Mobile users are used
to making decisions on the move - if businesses can conquer this
transitional space then they could begin to see substantial financial
rewards. Interspace does appear to present us with real-estate waiting
for commercial population."
Other key findings included
-- Multi-media messaging: MMS has yet to explode with owners of
camera phones using them as portable photo albums instead of for
messaging purposes
-- Texting:
-SMS is the preferred method of communication and is perceived
as quicker and cheaper than voice calls
-Use of SMS is subjective with respondents feeling unable to text
for business purposes, and children feeling embarrassed if they're
texted by their parent"
-- Video calling: Present users of video calling see the value
but want coverage and quality to improve
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