The vast majority of smartphone appear tethered to their devices, finds a pair of separate studies released in April 2012. According to Arbitron and Edison Research survey results [download page], a whopping 91% of smartphone owners say their device is within arm’s length either always (60%) or most of the time (31%). And findings from a Time magazine study indicate that 65% of digital natives take their devices from room to room with them, with these consumers saying that smartphones are the first thing they reach for when they wake up and when they leave home. Smartphones are also the first device digital natives will think of having close at hand when home, and the first they will turn to if they wake up in the middle of the night.
The report defines digital natives as consumers who grew up with mobile technology as part of their everyday lives. Among digital immigrants (who first learned about mobile technology in their adult lives), TV is their primary medium of choice when they first wake up, as it is before bed and if they wake up in the middle of the night. Read the rest at Marketing Charts.