The study reveals that a primary driver of smartphone use is a desire for connectedness. Constructing a “relative sentiment index,” IDC shows that when using social and communication activities on their devices, the top sentiment experienced by respondents is connectedness, followed distantly by excitement, curiosity and productivity.
That focus on connectedness is on display when considering the most popular activities on smartphones, which the survey finds to be email (78%), with Facebook use (70%) not far behind. The top activities, meanwhile, that generate the highest levels of connectedness for respondents, are text messaging (49%), talking on the phone (43%), and messaging on Facebook (40%), with other social networking activities such as checking Facebook (39%) and Twitter (37%) feeds, and posting to Facebook (37%) and Twitter (35%) also in the mix.
Besides fueling feelings of connectedness, use of social networks on smartphones also makes respondents feel more excited and curious than other forms of communication. For example, posting a photo on Instagram, posting an update on LinkedIn, and direct messaging via Twitter rank as the top drivers of excitement, while checking Facebook, Twitter, and Instagram feeds are the top drivers of curiosity.
About the Data: IDC conducted an online survey of 1,000+ 18-44 year old iOS and Android smartphone owners in the US each day for 1 week (Friday-Thursday) in March 2013, for a total number of respondents of 7,446.