Mobile Behavior: an Omnicom Group Company

Every week we see dozens of new applications released, with a few which manage to improve our lives in some shape or form. It's clear that developers are keen on creating the next big thing and user attention is obviously on the app store. Earlier this month USA Today even declared the existence of so-called app addiction, with possible health issues tied to excessive mobile app use. While the iPhone app store is still young, many marketers have noticed the number of eyeballs checking in during this shifting attention economy. Welcome to an age of "app-vertising."

Last week Volkswagen took a unique and cost-efficient approach to advertising its new GTI using just an iPhone app. Their reasoning included a comparison between a prime-time audience for a television show like NCIS (21 million), and reported iPhone and iPod touch customers worldwide (over 50 million). With a lower cost and an additional PR value, Volkswagen took the ladder, receiving both increased engagement and more for their money.

For musicians Alice in Chains, the app store was attractive in a slightly different fashion. To push their new album they are releasing an app, with videos, photos, news, and entire audio track-list included. If brands can advertise using apps, why not musicians? No matter what the product, marketers are being drawn to where the consumer user is, the app-store. This new destination is ripe with opportunity for those who are able to create a niche utility for enhancing our daily routine.

Is it realistic to describe excessive mobile device use using this clinical term? Recent articles and research has posed this question. And we've reported on the buzz about inappropriate cell phone usage. But rude or inconsiderate mobile phone behavior has been around since the dawn of the device. So when does mobile phone use progress from enhancing our lives to detracting or interfering with them enough to consider using the term ‘addiction’?

While not in the Diagnostic and Statistical Manual of Mental Disorders –4th Ed., TR (DSM-IV-TR), technology addiction seems a realistic consideration. Some clinicians are proposing that Internet Addiction be added as a diagnostic category for the upcoming 5th edition, expected to be released in 2012. Oftentimes, electronically-based addictions such as video games, Internet and computers may meet criteria to be diagnosed. These behaviors are sometimes treated in similar fashion to a 12-step approach. But we’ve also seen what we might call ‘pseudo-addictions,’ i.e. excessive watching of SportsCenter.

To differentiate, addiction is not dependence. Dependence is not reliance. To quickly sum up, an addiction must meet a standard of a compulsive need and loss of control over urges. Dependence is marked by tolerance and withdrawal. They both impact the ability to function well at home, school or work and they greatly impact the nature of relationships. And they often go hand in hand.

Given this basic framework, one could argue that excessive use of one’s mobile phone actually improves functioning because he or she can be more efficient at work. But this may actually cause the other areas to suffer. And this is where mobile phone use can interfere and cause problems in someone’s life. It’s the detriment to all for the sake of one.

Generally, there are many reasons why someone would begin to ‘overuse’ substances, the Internet or mobile phones. Certainly, genetics plays a roll. But most of these things are cool or fun and that’s why we begin using them. When they become problematic is not necessarily when they begin to blend fun with avoidance or quick relief of uncomfortable emotions (most people look at their phones or watches in elevators when that awkward social moment occurs), but when usage becomes a coping mechanism or produces negative physical and emotional symptoms. Not reliance, but dependence and a compulsive need to use.

What does mobile phone addiction have to do with marketing? Not much…unless that’s your target segment, I suppose. But the important thing to remember is that these devices should enhance and support our lives rather than detract from or complicate them in problematic ways. And similarly, so should any marketing approach. This is the genius of mobile. It inherently offers us all countless opportunities to enhance our lives at any moment and in so many ways.

- Dr. Eric Weinstein is a Practicing Clinical Psychologist specializing in youth and a Behavioral Insights Specialist with MobileBehavior