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BizReport : Mobile Marketing : July 04, 2012

Talking on a mobile phone? How quaint.

Mobile phones were once purely a way to stay in touch when out and about. Today they are a digital "Swiss Army Knife" used as much, if not more, for web browsing and social networking than for talking to others.

by Helen Leggatt

Making calls on a mobile phone is taking up far less time than other activities. According to research by mobile network O2, we spend more time browsing the web (24.81 minutes/day) or social networking (17.49 minutes/day) using our smartphones than making calls (12.13 minutes) or text messaging (10.2 minutes).

Mobile phones are also performing the function of other devices. Over half (54%) use their phone in place of an alarm clock, 46% no longer use a watch but instead rely on their smartphone, 39% use their phone instead of a separate camera and a quarter (28%) use their phone instead of a laptop.

"Smartphones are now being used like a digital 'Swiss Army Knife', replacing possessions like watches, cameras, books and even laptops," said David Johnson, General Manager Devices for O2 in the UK.

"While we're seeing no let-up in the number of calls customers make or the amount of time they spend speaking on their phones, their phone now plays a far greater role in all aspects of their lives."

Tags: consumer insight, mobile behavior, mobile marketing, mobile Web, research, smartphone

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