Smartphones & the Dramatic Reshaping of American Families

From conversations on the go to checking in on social media to navigating to destinations near and far, the accessibility of Smartphones has transformed how we live, work, and play.

According to new research from Influence Central, Smartphones have become the linchpin in how today’s families incorporate technology into their daily lives – both at home and on the go.

This research updated a 2012 study on digital usage among women and families and enabled the identification and tracking of longitudinal trends.

SMARTPHONES TAKE OFF AS CONSUMER DEMAND GROWS

  •     Telephone landlines have become a dying breed: 54% of homes surveyed don’t have them today, compared to 35% in 2012.
  •     The average family owns 2.6 Smartphones.
  •     85% of women feel comfortable purchasing a Smartphone on their own – either the device itself or the plan.

PHOTOGRAPHY MORPHS AS SMARTPHONES INCREASINGLY CAPTURE STILL & VIDEO IMAGES

Phones have taken over in the camera category. Here’s the most compelling stat:

  •         From 2012 to 2016, our survey revealed a direct reversal in the answers women give when asked which device they use most often to take photos – a phone or a digital camera. In 2012, 63% said their camera and 37% said their phone. Now, 70% of women say they use their phone most for photos, and 30% say they use a camera.

Why? Smartphone cameras have improved dramatically, for both still photography and video.
        

  • While 26% of women reported owning zero phones capable of photography four years ago, that number dropped to just 5% this year, and households with two, three, four or more Smartphones with camera capabilities has gone up, up, up: the number of homes reporting two camera phones jumped to 45% from 39%, Three? Up to 19% from 8%, and the number of households with four or more camera phones rose to 19% from 4%.

Portrait of cheerful smiling young woman in straw summer hat waiting for flight, talking on mobile phone, making call in front of information board in modern airport terminal building

SMARTPHONES CONTINUE TO FIGURE PROMINENTLY IN TODAY’S LIVES

Survey respondents have no trouble admitting that Smartphones have become increasingly important to their way of life. The phone proves the No.1 item Moms just can’t leave home without – more important to her than her purse, by a growing margin: 48% said the phone was their top item in 2016, while 26% said it was the purse, compared to 43% and 31% respectively in 2012. A diaper bag and snacks for the kids came in a distant third and fourth.

Why so important? The phone proves a multi-tasking friend. A whopping 51% of women say they always use their phone to connect to social media, up from 29% in 2012. Even more always use their phones to text – 57% vs. 44%. And new uses abound:

  •         38% say they always use their phone to search the Internet, vs. 24% in 2012, and 33% often use their phone as a GPS device to help navigate to their destinations.
  •         In addition, 53% always use their phone as the alarm that wakes them up in the morning, a new use that we didn’t even ask about in 2012.
  •         More evidence of Smartphone dominance? These devices now may even impact sleep, as 81% of those surveyed keep their phone near their bed at night, up from 62% in 2012.

Moreover, respondents increasingly admit they use their phones to talk and/or text when they drive, as 57% say they always, often, or sometimes talk on the phone while driving, up from 53% in 2012. Among those who talk and drive, nearly as many (48%) talk directly on the phone versus using the safer, Bluetooth/hands-free device (52%).

And while much has been said to warn about the dangers of texting while driving, the number of people who say they never text while they drive decreased over four years from 64% to 56%, and those who say they do so always, often or sometimes increased from 14% to 17%.

WOMEN SEE A SHIFT IN ELECTRONICS BEHIND THE WHEEL

Electronic auto devices such as GPS and OnStar systems and in-car DVD players have seen a slight drop since 2012, due to increased penetration of Smartphones and tablets with similar capabilities. In contrast, Bluetooth devices and remote starters have risen slightly in 2016 compared with 2012.

METHODOLOGY

In late January/early February 2016, Influence Central surveyed 500 women, via an online, in-depth questionnaire, which focused on the impact of digital technology and electronic devices on today’s families. Specifically, we wanted to know how women and their families use today’s digital technology, how many devices do they have, and has their tech usage increased over time? And what’s been the overall impact on the family?

The survey was conducted online, programmed, and analyzed by Influence Central’s Consumer Insights Group. This study updated and provided longitudinal insights to Influence Central’s 2012 Digital Trends Research Study, which was fielded in January 2012, surveying approximately 1,000 women.

 

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