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Home screen research highlights user behavior

More than half of mobile users first check notifications when they pick up their phones, and among women, the percentage is even higher — 57%.

So says a recent survey from home screen messaging company Mobile Posse and Phoenix Marketing International, released as part of its first comprehensive guide to the mobile home screen.

The research, conducted via Phoenix Marketing International’s Consumer Convergence 360 online platform, involved surveying 1,000 smartphone users about how they use their phones and their home screens, and their future desires. The report is the first in a series of three from Mobile Posse on the home screen, and also includes home screen-specific information from sources including Nielsen, Arbitron Mobile, Lumi Mobile and others.

Among the report’s highlights:

  • 42% of mobile users pick up their phones to kill time. The rate is highest among those age 18-34, at 55%. 
  • 34% of users check their phones right after getting a notification.
  • Mobile users spend 26% of their time on the home screen, more than any other area of the device.
  • 65% of mobile users receive social network alerts.

“Various players in the mobile ecosystem are starting to recognize the value of home screen and capitalize on it,” said John Schiela, president at Phoenix Marketing International. “The mobile home screen will be a critical battle. Carriers, OTT players and OEMs should all look closely at this and upcoming research to make sure they don’t lose out on this huge opportunity.”

Read the full report here (pdf).

 

ABOUT AUTHOR

Kelly Hill
Kelly Hill
Kelly reports on network test and measurement, as well as the use of big data and analytics. She first covered the wireless industry for RCR Wireless News in 2005, focusing on carriers and mobile virtual network operators, then took a few years’ hiatus and returned to RCR Wireless News to write about heterogeneous networks and network infrastructure. Kelly is an Ohio native with a masters degree in journalism from the University of California, Berkeley, where she focused on science writing and multimedia. She has written for the San Francisco Chronicle, The Oregonian and The Canton Repository. Follow her on Twitter: @khillrcr

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