the hub magazine - emerging addiction

Forty-four percent — a plurality of our readers — admitted that they are “maybe a little” addicted to digital devices. Is it even possible to be “maybe a little” addicted? Or are you either addicted or not?

This could be a matter for further analysis or discussion, but if those who answered “yes” are included, a clear majority of 77 percent has some sort of difficulty with stepping back from their computers. Just 20 percent said they were not addicted.

“I am not sure if I am addicted or if the work/life blur has just reached epic proportion,” one respondent wrote. “Either way, I need help!” Another asked: “Can you spend 12 hours a day on devices and not be somewhat addicted?”

Good question! On average, “somewhat addicted” means spending 6-12 hours a day using digital devices, and for 34 percent that was more than they’d like. An equal percentage said it was not more than they’d like, while 33 percent said it was “maybe a little” more than they’d like.

“I’m not addicted — I just have a lot of work,” is how one respondent put it.

Sure. We actually offered “zero” hours as an option, and for fun, we asked all those who answered zero to identify which planet they were living on. Nobody picked “zero” for obvious reasons but a few chose planets — and reassuringly 63 percent said they were from Planet Earth.

After Earth, nine percent of readers said they were from Jupiter or Venus, with the balance equally split at five percent each for Mercury, Saturn, Uranus and Neptune. A few bemoaned that Pluto was no longer considered to be a planet and we’re also sorry to report that we have no Martians among our readers. Not even one.

By the slimmest of majorities — 51 percent — respondents said the primary purpose of their usage was “mostly business” while 46 percent said it was equally business and pleasure. Just four percent said their habit was mostly for pleasure.

Said one respondent: “There are a lot better things to do with your time than play with a device. Uh, digitally speaking.”

Forty-six percent said they did not make a conscious effort to limit their digital time, while 26 percent said they did try to limit it, and 28 percent said they tried to limit it “maybe a little.”

Laptop computers are the digital device-of-choice among 49 percent of our readers, followed by desktop computers at 26 percent and mobile phones at 18 percent. Despite all the publicity for the iPad, just 1.5 percent picked “tablet computers.” This was slightly behind netbooks at two percent. MP3 players lagged at less than one percent.

A few respondents said they really couldn’t pick just one device.

Email was chosen as the most addictive digital activity by an overwhelming 89 percent of respondents, who were asked to pick as many as apply from a total of 17 kinds of digital activity. Email was followed by news feeds (46 percent); search (37 percent); Facebook (33 percent); and texting (31 percent).

Twitter, at just 10 percent, was well down the list, only slightly ahead of YouTube and online forums, both at nine percent. Just one person out of the 205 respondents picked video chat.

We also asked, on an open-ended basis, what readers find so addictive about Facebook and Twitter. The prevailing response in both cases is simply staying in touch with friends, family and current events. A few mentioned narcissism and a good number said they disliked both Facebook and Twitter, or words to that effect.

As for advice to the addicted, “get a life!” was the most popular refrain. Others mentioned taking a break from computers on weekends. And one person suggested, “Look at the sky as often as you can.”

Respondent Profile

A total of 205 survey respondents included brand marketers (28%), consulting firms (18%), and agencies (17%). A majority were senior-level executives with 84% reporting more than 10 years of experience in marketing.



	SEPTEMBER / OCTOBER 2010


	Emerging Addiction

	*Are we addicted to digital devices? Maybe just a little?*

	Forty-four percent — a plurality of our readers — admitted that they are “maybe a little” addicted to digital devices. Is it even possible to be “maybe a little” addicted? Or are you either addicted or not? This could be a matter for further analysis or discussion, but if those who answered “yes” are included, a clear majority of 77 percent has some sort of difficulty with stepping back from their computers. Just 20 percent said they were not addicted. “I am not sure if I am addicted or if the work/life blur has just reached epic proportion,” one respondent wrote. “Either way, I need help!” Another asked: “Can you spend 12 hours a day on devices and not be somewhat addicted?” Good question! On average, “somewhat addicted” means spending 6-12 hours a day using digital devices, and for 34 percent that was more than they’d like. An equal percentage said it was not more than they’d like, while 33 percent said it was “maybe a little” more than they’d like. “I’m not addicted — I just have a lot of work,” is how one respondent put it. Sure. We actually offered “zero” hours as an option, and for fun, we asked all those who answered zero to identify which planet they were living on. Nobody picked “zero” for obvious reasons but a few chose planets — and reassuringly 63 percent said they were from Planet Earth. After Earth, nine percent of readers said they were from Jupiter or Venus, with the balance equally split at five percent each for Mercury, Saturn, Uranus and Neptune. A few bemoaned that Pluto was no longer considered to be a planet and we’re also sorry to report that we have no Martians among our readers. Not even one. By the slimmest of majorities — 51 percent — respondents said the primary purpose of their usage was “mostly business” while 46 percent said it was equally business and pleasure. Just four percent said their habit was mostly for pleasure. Said one respondent: “There are a lot better things to do with your time than play with a device. Uh, digitally speaking.” Forty-six percent said they did not make a conscious effort to limit their digital time, while 26 percent said they did try to limit it, and 28 percent said they tried to limit it “maybe a little.” Laptop computers are the digital device-of-choice among 49 percent of our readers, followed by desktop computers at 26 percent and mobile phones at 18 percent. Despite all the publicity for the iPad, just 1.5 percent picked “tablet computers.” This was slightly behind netbooks at two percent. MP3 players lagged at less than one percent. A few respondents said they really couldn’t pick just one device. Email was chosen as the most addictive digital activity by an overwhelming 89 percent of respondents, who were asked to pick as many as apply from a total of 17 kinds of digital activity. Email was followed by news feeds (46 percent); search (37 percent); Facebook (33 percent); and texting (31 percent). Twitter, at just 10 percent, was well down the list, only slightly ahead of YouTube and online forums, both at nine percent. Just one person out of the 205 respondents picked video chat. We also asked, on an open-ended basis, what readers find so addictive about Facebook and Twitter. The prevailing response in both cases is simply staying in touch with friends, family and current events. A few mentioned narcissism and a good number said they disliked both Facebook and Twitter, or words to that effect. As for advice to the addicted, “get a life!” was the most popular refrain. Others mentioned taking a break from computers on weekends. And one person suggested, “Look at the sky as often as you can.” Respondent Profile A total of 205 survey respondents included brand marketers (28%), consulting firms (18%), and agencies (17%). A majority were senior-level executives with 84% reporting more than 10 years of experience in marketing.


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