Global market research firm Synovate released data from its new global mobile phones survey, revealing three quarters of mobile phone owners across 11 markets never leave home without their phone, over a third 'cannot live without it' and 67 per cent regularly use the alarm clock feature. The Synovate In:fact survey on mobile phones was conducted in June 2009 across 11 markets and with over 8,000 urban mobile phone owners. The markets covered are Canada, Denmark, France, Malaysia, the Netherlands, the Philippines, Russia, Singapore, Taiwan, the United Kingdom (UK) and the United States of America (US).
Synovate is the market research arm of Aegis Group plc, and generates consumer insights that drive competitive marketing solutions.
Synovate's global head of media, Steve Garton, said these small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not.
''This sheer volume, coupled with enormous marketing potential that is just starting to be realised, means that marketers need to understand as much as possible about how people use their phones, how they feel about them - and what they want more of.
"One very important point about the marketing potential of the phone is that people tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet. Most people do not think of phones as a media platform at all."
Synovate surveyed over 8,000 mobile phone owners across 11 markets to find out more.
Me, myself and my mobile
The Synovate survey showed how much people depend on their phones. Three quarters of the 8,000 plus respondents never leave home without their phones and more than a third go as far as to say they cannot live without their mobile.