Would You Give Up Your Mobile Phone for a Million Pounds?

The UK based mobile phone retailer, Carphone Warehouse has published the latest findings from Mobile Life, an on-going research into the impact of mobile phones on our daily lives in conjunction with the London School of Economics (LSE) and Lord Philip Gould.

Findings reveal the strength of people's attachment to their mobile phones as well as how they have become integral to the practicalities of modern day life. The results of a unique ethnographic experiment depriving 24 people of their mobile phones for a week to understand how they shape our behaviour are also revealed.

Headline Findings

• One in three people would not give up their mobile phone for a million pounds or more
• 76% of people believe it is now a social requirement to have a mobile phone
• 85% of people think having a mobile phone is vital to maintaining their quality of life
• Most young adults who took part in the ethnographic experiment felt mobile phones were not just a tool, but a critical social lifeline for feeling part of a friendship group
• Most of 16-24 year olds would rather give up alcohol, chocolate, sex, tea or coffee than live without their mobile phone for a month

In contrast

• One in five 16-24 year olds think having a mobile phone decreases their quality of life
• We're a nation of coffee and tea drinkers. The majority of the those aged over 45 would rather give up sex, chocolate, alcohol and their mobile phone than their favourite hot drink

The ethnographic experiment was filmed by participants in video diary format, revealing the effects of their experiences; feelings ranging from absolute freedom to lack of control. It became clear that living without a mobile phone affects people in different ways. Some felt lost, isolated and frustrated, whereas others felt free from life's pressures. For example, a busy lawyer who relied on his mobile phone was inspired by his new-found freedom. By contrast, a technophobe who took part in the study was surprised by how much he relied on his phone.

"The results of both the survey and ethnographic video diaries for Mobile Life highlight the complex relationships that people have with their mobile phones ? feelings of choice versus control. We are committed to understanding the needs of our customers and these findings provide a unique and valuable insight that previously we have not had access to; for example appreciating the simplest of things like how much people rely on the different functions of a phone in their everyday life." said Tristia Clarke, Group Marketing Director, The Carphone Warehouse Group."

Posted to the site on 21st June 2007