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HindustanTimes Fri,18 Apr 2014

Women are addicted to their smartphones: report

AFP   October 30, 2013
First Published: 11:38 IST(30/10/2013) | Last Updated: 11:44 IST(30/10/2013)

The rather bold claim is made in a US study titled "Women + Mobile: The Unbreakable Bond," commissioned by Time Inc and Nuance Digital Marketing, that set out to understand how men and women differ when it comes to smartphone use.

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As well as establishing that the smartphone is the most important device in a woman's life (60% versus 43% of men in the study) it also reveals that for 87 % of the 1200 women surveyed, life without a smartphone is unimaginable, with 98 % saying they take their handsets wherever they go.

For 78 % of women the smartphone is the first thing they look at each morning and the last thing they check at night (73%). But it is also the tool that wiles away the dead moments of a day, giving them something to do when standing in line, sitting in a waiting room before an appointment or sitting in the car waiting for the bell to sound and the kids to finish school.

And in those moments, 72 % of women catch up on social media (compared with 64% of men); text messaging (88% versus 80% of men); and, for 55 percent of female respondents, shopping.

And while the 500 male respondents are also keen on the smartphone's ability to simplify the retail experience, the way women -- at least those who took part in the survey -- have exploited their handsets' capabilities to make the most of shopping leaves men in the shade.

Women use their phones to augment and improve each stage of the retail experience, from discovery to purchase. Almost one third (32%) of respondents make and save product wish lists, 23 % use their devices to collect virtual coupons, and 46 % make shopping lists.

Women are also more likely to check in with apps like Foursquare (17% versus 14% of men) to get an extra discount at the point of purchase and almost half of women also said they'd rather turn to their smartphone for advice than to an in-store sales assistant.

Men on the other hand see their phones as a way of simply speeding up a task, with 58 % using their devices to locate a nearby store, 50 % to perform product searches, and 14 % to make a purchase.

Only 26 % of men admitted to making product wish lists and 14 % to collecting coupons. And post-purchase, men are less likely to share, with 35 % saying that they would send photos of new products, compared with 52 % of women.

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