A recent iome survey into the social impact of mobile phones has identified the UK’s deep rooted emotional bond with handheld devices that gives mobile phones a vital role in our social lives. Almost a third of respondents (31 per cent) confirmed they would feel “completely lost” and “isolated” if they mislaid their mobile phone, with a further 25 per cent stating that the loss of a mobile would cut them off from their friends and family and have a major impact on their social life. Just 12 per cent of people surveyed believed that they would benefit from losing their mobile, stating that it would make them “feel free”, “less distracted” and able to “lead a richer life”.
from this piece of research we have identified a new segment of young, mobile internet enabled socialisers: “Yummies”.
