The expression “absence makes the heart grow fonder” is as true for our relationships with mobile phones as it is with each other. That was clearly evident based on recent research conducted by MediaVest and presented at the Association of National Advertisers’ (ANA) Mobile Marketing conference on Tuesday in New York. MediaVest’s Richard Hartell, EVP, and David Shiffman, SVP, discussed the findings.
A deprivation exercise was part of MediaVest’s research approach. They took participants’ cell phones away for a day and noted their reactions. It wasn’t pretty. They reported feeling “lost”, “bored”, “impatient,” and “disconnected.”