Has Mobile Changed the Boundaries of What is Socially Acceptable?

Following a national study, leading media communications agency Havas Media and mobile marketing and commerce company Weve have identified how mobile has completely changed the boundaries of social acceptability.

A staggering 74% of respondents aged 16-24 said they need to have their mobile phones with them at all times, whilst almost two-thirds said they will check their phone when out with friends or colleagues if there is a lull in the conversation, according to the new independent research released today (18 August, 2014).

The study, which looks at the impact of digital disruption to both society and human psychology, shows that young people don’t behave or think in the same way as they did ten years ago.  They don’t just use their mobile phones to call friends and family, they rely on them obsessively, feeling anxious when they’re away from them.

The increased use of smartphones and social media means young people are planning less, (35% 16-24s) and two thirds agree that they are more confident exploring new places knowing they can navigate using maps.

Amy Kean, Head of Futures at Havas Media said: "Over the last ten years the impact of mobile phones has changed the human psyche dramatically. And because of this, marketing should be changing too. It's the brands who understand the complexities of this new narcissistic, spontaneous and mobile-dependent consumer that will stand out amongst the noise." 

The study also reveals:

·79% of 16-24s agree that it is acceptable to use their mobile phones on the toilet.

· 81% of 16-24s agree it is acceptable to use their mobile in quiet zones, e.g. on a train or in a library.

· 29% of 16-24s (38% of 25-34s) agree that is it completely or sometimes acceptable to use their mobile phone in a work meeting.

· 77% of 16-24s think it is either completely or sometimes acceptable to use their mobile phones during a conversation with friends or family

· 69% of 16-24s use their smartphones to take photos of themselves compared to only 11% of 55+.  

· 22% of 16-24 (25% of 25-34s) agree that they judge people by the type of mobile phone that they own.

Nigel Clarkson, Commercial Director at Weve said: ““The fact that mobile phones are so hugely important to people isn’t a new finding. What is interesting though is a shift to almost total dependence on the mobile for so many different utilities and services.  Given the contextual capabilities of mobile like location data, immediacy, and presence in apps and content sites, we believe there is still so much more the marketing community can do to fully take advantage of this huge cultural shift in behaviour. This study with Havas recognises the importance of mobiles in people’s lives.  Our job is to translate that into real marketing insight.”

We know the audience is there and we know for certain demographics they are always on, always connected and engaged.  Mobile has some unique characteristics and with the right verified audience, brands and marketers can have an impact and relevance that can really matter to a consumer.”

The survey conducted by Weve is led by Havas Media Labs, the innovation and thought-leadership hub of the Havas Village in the UK. It is a unique initiative which offers clients new ways to connect with consumers that draws on cutting edge developments in the use of data and content to create intelligent campaigns.  It also brokers partnerships between brands and start-ups.