Mobile phones take on new roles

One in six mobile users in the U.S. are attached to their mobile phone 'at all times', according to a new study from Knowledge Networks, and that includes when they're at home.

by Helen Leggatt

More and more people are finding that their mobile phones play a major role in their day-to-day lives. According to Knowledge Networks' latest study, 60% carry their mobile phones everywhere they go, up 50% since a Knowledge Network study carried out in 2002.

As well as traditional mobile phone usage such as voice conversation, texting and email, an increasing number of people are turning to their mobile phone for entertainment and GPS-type functions.

Shopping is another activity where mobile phones are being put to good use. While many call their friends and family to consult on purchases, some also connect to coupons and use search functions to find stores and even pay for parking.

"As standard phones get upgraded with web connections and location-based-features, their utility and necessity will only increase," said David Tice, VP and group account director, Knowledge Networks, via MarketingCharts. "Consumers are also clearly open to mobile advertising concepts that provide them real value in exchange for their attention to a marketing message."

Tags: coupons, entertainment, GPS, mobile advertising, mobile phone, shopping, usage