The mobile phone has changed the way we live our lives. It keeps us constantly connected to people and the flow of information. Here's a quick exploration into this new mobile way of living

1. The Mobile Way Of Life

2. The Mobile Way Of Life
Always
with
you,
always
connected,
from
the
start
of
the
day
5ll
the
end
Most
people
use
their
mobile
phone
as
an
alarm
clock
so
it’s
probably
the
last
thing
you
see
before
you
sleep
and
the
first
thing
you
use
when
you
get
up

3. Always Connected and Omnipresent
We’re
present
here
but
also
there
and
everywhere
(Physical
vs.
Mental
Presence)

4. We Spend More Time Documenting
Our Life Than Living It

5. There’s a Constant Fear Of Missing Out
Fear
Of
Missing
Out
(FOMO)
is
the
uneasy
and
some5mes
all-­‐consuming
feeling
that
you’re
missing
out—
that
your
peers
are
doing,
in
the
know
about
or
in
possession
of
more
or
something
beGer
than
you.
FOMO
may
be
a
social
angst
that’s
always
existed,
but
it’s
going
into
overdrive
thanks
to
real-­‐5me
digital
updates
and
to
our
constant
companion,
the
smartphone.

6. Changing Our Social Behaviors
Led
to
rude
behaviors
and
higher
tolerance
for
such
behaviors
It’s
now
fashionable
to
be
late
when
you
can
easily
text
someone
to
let
them
know
We’ve
also
developed
bad
table
manners
where
everyone
siKng
across
each
other
are
busy
on
their
own
devices

7. Changing Our Social Behaviors
The
Phone
Stack
Game
was
born
out
of
necessity
to
be
civilized
at
dinner
tables
again
hGp://www.huffingtonpost.com/2012/01/10/how-­‐new-­‐game-­‐the-­‐phone-­‐stack_n_1197717.html

8. Shift towards a push button, on demand
culture
I
want
it
now.
Any5me
and
anywhere
And
this
impa5ence
is
further
driven
by
the
Fear
Of
Missing
Out
(FOMO)
8

9. The Paradox Of Choice:
There’s an App for Everything
Our
Op5ons
have
mul5plied
with
the
App
Culture
However,
there’s
a
paradox
of
choice:
There
are
apps
for
everything
but
no
one
app
for
everything
Your
Home
Screen
is
a
good
reference
on
what
you
use
most
frequently
based
on
how
easy
you
make
it
for
yourself
to
find
it
9

10. However, only 26% are loyal and repeat App
users
10

11. With App Discovery mainly through the App
Store
11

12. Meet The Screens
Joint Global Study by Microsoft and BBDO/Proximity on the relationships
people have with their devices
ü Archetype: The Lover
ü Embodies characteristics both in terms
of intimacy and demands imposed by
a close relationship
ü High expectations of their mobile
• Know me perfectly (Intelligent but no
intrusive)
• Help me make the best of myself (self
actualization)
• Help me fit in and belong (Always
connected)
• Keep me at the top of my game
(Efficiency & task based actions)
• Surprise me (through discovery)
More
on
the
report
here:
hGp://adver5sing.microso].com/meet-­‐the-­‐screens-­‐research

13. Culturally, this has led to…
Attention Economy
Decline in trust
More Time Out of home
The Distracted Commuter
Captive Environments
More
details
in
my
Clickz
ar5cle

14. Full Commentary:
More
details
here:
hGp://www.clickz.asia/6789/the_mobile_way_of_life

15. THANKS FOR WATCHING
Vincent Teo
Digitalmarketer.asia
@intersphere
www.linkedin.com/in/vincentteo
15

16. The Mobile Way Of Life