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BizReport : Mobile Marketing : February 23, 2015

'Appdiction' on the rise

Smartphones are changing lives. However, there are concerns that rising addiction to mobile phones is altering real-life relationships as 'appdiction' increases and more people find themselves unable to detach from their device.

by Helen Leggatt

According to a recently released report from Apigee, based on a survey of 1,000 people structured to reflect the U.S. and U.K. smartphone market, nearly all (92%) say that their mobile device has changed the way they connect with friends. In addition, more than half (58%), say smartphones have changed their health.

Apigee's '2014 Digital Impact Survey' found that 88% of all smartphone owners don't intend to spend less time with their mobile device this year and will spend at least as much time with it as they did last year. Thirty percent expect their mobile use to increase and 32% plan to increase the number of apps they download.

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"The survey shows that this is not a momentary wave, but a true paradigm shift," says Pablo Kenney, a research analyst at Apigee.

Smartphones are now deeply embedded in day to day lives and are changing the way people connect and consume. Half (49%) say smartphones have changed the way they date, how they shop (84%), how they bank (78%), how they watch television and movies (70%) and even how they do their job (65%).

The usefulness of mobile and apps in everyday life has led to high consumer expectations, found Apigee.

"People expect a broad range of the businesses and other organizations with which they interact to provide key products and services via apps within the next two years," says the report.

In particular, mobile users now expect key products and services via apps from their bank (94%), department stores (92%), restaurants (91%), grocery stores (90%), educational institutes (86%), local government (72%) and even their church (49%).

Image via Shutterstock

Tags: app trends, mobile useage, smartphone

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