“Mobiles” are Mostly Used “Untethered”

About 68 percent of consumer mobile phone use occurs in the home, a study sponsored by AOL and BBDO has found. That, as much as anything, shows the growing importance of “untethered” access for mobile devices.

The study, conducted by research firm InsightsNow, shows that a focus on “mobile” devices actually requires understanding the role of untethered access, which in fact might already represent as much as half of all mobile operations on a smart phone.

The study segmented into seven distinct "mobile motivations" that encompass most mobile use:
a. Accomplish - managing activities and lifestyle to gain a sense of accomplishment
b. Socialize- active interaction with other people
c. Prepare - active planning in order to be prepared for upcoming activities
d.Me Time - seeking relaxation and entertainment in order to indulge oneself or pass the time
e. Discover - seeking news and information
f. Shop - focusing on finding a product or service
g.Express Myself  -participating in passions and interests

“Me Time” is by far the biggest pasttime, accounting for almost half (46 percent) of all smart phone app and website activities, averaging 864 minutes per month per user, About 70 percent of those activities are “lean-back” experiences.