Wednesday, September 14, 2011

Is my mobile killing me? People increasingly worried about mobile health risks

New research from Roy Morgan shows that our obsession with smartphones might cool down, not because we are sick of them, but because we think they make us sick...  

"With mobile phone penetration (87%) now higher than fixed line penetration (82%), concerns are increasing about health risks associated with mobile phones, according to the latest Roy Morgan Research Mobile Phone Monitor.

In the year ending March 2011, 37% of mobile phone users agreed with the statement “I am worried about health risks of mobile phones”, this is the third year in a row there has been an increase in this attitude and is up from 29% 5 years ago.
Andrew Braun, Industry Director - Mobile, Internet and Technology, Roy Morgan Research, says:

“It is interesting to observe that more women are concerned than men about the health risks of mobile phones, with 40% of female mobile phone users agreeing with the statement “I am worried about the health risks of mobile phones, compared with only 33% of males.

“The Roy Morgan Research Mobile Phone Monitor also shows that those aged 35 to 49 years have the greatest concerns, with 42% of mobile phone users in this age group being concerned. Women in this age group are even more concerned with 46% of them agreeing with this statement.
“With this rising trend, and the World Health Organisation’s recent announcement that the electromagnetic fields produced by mobile phones are possibly carcinogenic to humans, it will be interesting to see how mobile phone manufactures react to this issue.”

The marketing world moves in such fast pace and react pretty quickly to changes we don´t really need to stop our latest augmented reality mobile game campaign... but when tareting for example mums, this information can be useful as an indicator of general fear and need of real tangible experiences and natural values. What does it mean for the brand you are working with at the moment?

No comments:

Post a Comment

Thank you for your insights :)

Note: Only a member of this blog may post a comment.