Exploring Addictive Consumption of Mobile Phone Technology

This paper examines addictive consumption of mobile phones within the domain of consumer behaviour. Specifically, it explores what characterises addictive users of mobile phone technology, factors that increase their usage, and adverse consequences from addiction. Data collection involved eight in-depth interviews with mobile phone users and one focus group containing six self-identified addictive users. Findings show a range of characteristics that comprise possible antecedents to addictive use, and factors common to any consumer engaged in addictive or compulsive consumption. Situational factors effecting excessive use include special events, alcohol use, and depressive circumstances. Finally, in addition to significant financial issues, results showed a wide range of adverse consequences for addictive mobile phone consumers such as damaged relationships, emotional stress and falling literacy. Introduction Mobile phone technology is pervasive in Australia. Current ownership is estimated at 18 million – more than 80 percent of the population. Amongst mobile phone owners, usage of services is also increasing; in particular, short message services (SMS) rose 44% from 2002 to 2003 (Allen Consulting Group, 2004). For young people, ownership and usage levels are even higher (Australian Psychological Society, 2004). The Spin Sweeny Report (2003) found that about 88 per cent of those aged between 16 and 28 now own mobile phones. Benefits accruing from this new communication technology are undeniable. Australian academic studies highlight advantages such as deaf people connecting through SMS (Power and Power, 2004); forming and supporting relationships (Power and Horstmanshof, 2004); security and safety (Chapman and Schofield, 1998); and social gratification of youths from mobility, access and convenience (Tjong, Weber and Sternberg, 2003). However, it appears some consumers are paying a heavy “price” for the freedoms afforded by mobile technology. For example, the press have been reporting on “mobile addiction”, “phone junkies”, and “text addicts” (BBC News, 2004; China Daily, 2004; Herald Sun, 2005; Korea Times, 2005; Sydney Morning Herald, 2004; The Mercury, 2003). In addition, the Australian Broadcasting Corporation reported experts issuing health warnings about youths so addicted to their phones they sleep with them (ABC News Radio, May 2005). Policy makers and community groups indicate that problems are arising, particularly when “a customer’s usage may be excessive or extreme” (Australian Communications Authority, 2004, p. 20). Problems include users incurring considerable debt (Communication Law Centre, 1999; La Trobe University, 2004; Office of Fair Trading, 2003), harassing others and privacy issues (Australian Psychological Society, 2004), and using the devices in banned settings, including hospitals, planes, petrol stations, and cars (Bianchi and Phillips, 2005). Research into these problematic areas “is currently hampered by a lack of good quality data” (Australian Government, 2005, p. 32). Consequently, there is a need for empirical data to ascertain the extent of these mobile phone related problems. This paper specifically explores addictive use of mobile phones, and reports on an exploratory study examining three research questions: 1. What characterises addictive mobile phones users? 2. What situational factors influence addictive use of mobiles? 3. What are the negative consequences of addictive mobile phone consumption? ANZMAC 2005 Conference: Electronic Marketing 87