According to a recent study, the SmartPhone has become “a lifestyle changing device.”  A partnership between AOL, Universal McCann, AOL and marketing and research firm Questus examined how the Smartphone was influencing Americans lifestyles, media use and purchasing preferences. Approximately 1,800 users participated in the study. Almost all said they accessed the mobile web at least several times per week. The findings of the study showed, as any avid mobile phone user would agree, that mobile phones are a tool for social communication and managing daily life.

Mobile phones are seen as cutting edge. Consumers use them at work, at home, while commuting, while shopping, everywhere. Their also heavily used to map out directions, to send pictures, videos and articles, to discover restaurants, and to get national news.

But there were some surprising finds:

• Consumers tend to use Smartphones as time-fillers, while waiting for slow-loading content to finish. So people tend to “ping” from device to device.
• Study participants liked being able to stay off the phone, as half of all users preferring texting to phone conversations.
• iPhone users tended to be heavier users than other mobile phone users, with younger consumers (13-24 years) using them most.

This information presents a unique opportunity for marketers. Smartphones allow you to follow consumers through their day and their activities, engaging them at high levels second only to computer users. With mobile phone technology and the proliferation of iPhone apps, marketers can reach consumers regardless of distractions: People never separate from these devices for long spurts; they’re always “on” (or will be again shortly)!

When it comes to mobile phone advertising, it’s become an opportunity to reach consumers and influence buying decisions.

The AOL study found more than 1 out of 5 participants had read a mobile ad, and more than 38% of consumers have taken action on one.

Also, a majority of users (81%) have used their Smartphone to research products they were considering purchasing, with many people doing their product research while actually out shopping. Participants said consumers see apps as providing value.

Smartphone users see a significant increase of mobile internet use over the next 2 years. With that comes increased concern for cyber security.

Other areas of concern they cited, where improvement is needed include:

• Quality
• Speed
• Compatibility

Having accepted them, consumers see Smartphones as improving their quality of life. So someday in the not too distant future, you might want to survey your customers. What you want to learn is how to keeping them coming back. Seems a good way to ask them is, “Do you need an app for that?”