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The Egyptian Mobile Addiction
Published Feb 27, 2012
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Are you an etiquette offender? We are not talking about selecting the right cutlery or addressing people with the appropriate title but about the use of mobile technology in social situations. We all do it – whether it’s talking too loudly on our mobile phone or giving more attention to our laptop than to the people around us. Yet, a recent research study commissioned by Intel in Europe, the Middle East and Africa (EMEA) reveals that what is to be considered acceptable behavior is changing. People’s tolerance levels are rising and the use of mobile technology is now so pervasive that it has created the need for a new code of conduct.
The Intel Mobile Etiquette Survey reached out to over 530 Egyptians over the age of 18, across the country. All survey respondents own or have access to mobile internet devices, and responded to this survey online.
High mobility, low etiquette
If all Egyptians decided to use their mobile phones at the same time there would be 71,460,000 simultaneous conversations taking place. The Cloud that we hear so much talk of is already off the internet and into the pockets and handbags of millions of Egyptian citizens; it has reached the point where 40% of Egyptians surveyed claim that they never leave home without at least two mobile devices.
Two thirds (78%) of respondents indicate they check their mobile device before going to work in the morning with almost a quarter (34%) doing that before they even get out of bed. It’s the new norm. Checking your Facebook status over coffee with friends or colleagues is not likely to raise an eyebrow in EMEA region (only 7% see it as an issue) however in Egypt 40% of those surveyed consider it as one of the top \'pet peeves\' of mobile Internet enabled devices, as is the use of mobile devices in the bedroom with 7% objecting to it in EMEA region and 24% objecting to it in Egypt.
Egyptians’ emotional connection to their mobile devices is so strong they might even call it an addiction with 37% of those surveyed willing to sacrifice chocolate or sweets for a week than be without their mobile phones, 24% willing to sacrifice tea/coffee, 15% willing to sacrifice vacation days/their partners and 9% willing to sacrifice showering!
Mobile technology has become an integral part of our public profile, with our devices often standing as a status symbol (54% of respondents identified with this).
Mind Your Mobile Manners
There are limits to our acceptance of mobile device usage, and there remain sacrosanct areas of etiquette which we are reluctant to breach; 69% of Egyptians surveyed agree that there should be etiquette rules for the use of technology in public places. Whilst Egyptian respondents listed “texting or typing while driving”, “talking loudly on a phone in a public place” and “losing awareness of surroundings or conversations while texting or typing” as top \'pet peeves\' of mobile Internet enabled devices 45% of the respondents when asked if they do those “pet peeves” said yes to “texting or typing while” and “talking loudly on a phone in a public place” and 35% said yes to “losing awareness of surroundings or conversations while texting or typing”
The social impact of mobile devices, according to Intel
Genevieve Bell, Intel Fellow and Director of Interaction and Experience Research, Intel Labs, comments: “The research shows whilst the use of mobile devices is now so pervasive in many countries, as societies and cultures we haven’t quite sorted out how the devices will find comfortable places in our lives. When we look at the survey data and begin to understand the frustrations – and in some cases confusion – around how mobile devices are used, it becomes obvious that we are still at an early stage in making sense of how these devices and uses will fit in our worlds. This sort of social regulation, the social rules, etiquette, typically is built up over many years – across generations”.
Anywhere, no matter what? No, thanks.
Egyptian survey respondents confirmed that the worst place to use a notebook is at a table set for lunch or dinner. According to 22% of Egyptians surveyed, the worst is during an evening with friends, and for 17%, in bed. Even in terms of timing, there are some questionable habits that have been around for quite some time now; technological devices are not only being turned on earlier and off later, but often times are simply left on around the clock.
The percentage of Egyptians surveyed (22%) who check their mobile devices once they’re already at work are in the minority these days; everyone else starts much earlier, with 34% checking their devices while still in bed in the morning, 22% over breakfast/coffee, and 11% while taking public transit to work.
Digital identities always at hand
Social media proved its power to Egyptians during the revolution. Egypt gained 632,120 new Facebook users from January-February 2011 an increase of 12.16%; on February 1st 2011 (the day the Internet was turned back on) Egypt gained 100,000 new Facebook users and Twitter adoption grew 10X at that time in Egypt.
Surprisingly 90% of Egyptian survey respondents check their social network pages and information at least once a day, if not multiple times. In this case as well, the men prove to be more “anxious” than the women, with 91% of men surveyed checking at least once daily, as opposed to their female counterparts at 86%.
People who use mobile devices to access their digital alter egos often use them more freely. However, there is increasingly less tolerance for improper behavior in this area, as well. Among the most detestable actions for Egyptian survey respondents are: using another person’s identity, even just for fun or as a joke, according to 50% of those interviewed; sharing too much information or posting private details online, according to 48%; being “tagged” in a photo without having agreed to it (47%).
Commenting on the survey findings Bell said: “In the research that we conduct at Intel, we observe how it is that people interact with mobile devices. We try to understand what part these interactions play in their daily lives and this feeds into the way we develop our technologies. Knowing what frustrates people is as important as finding out what excites them– because it leaves such a lasting impression. The Mobile Etiquette survey really shows that mobile devices are here to stay as part of our daily lives. We just need to remember to mind our mobile manners.”
For additional materials and results of Intel\'s Mobile Etiquette survey, visit www.intel.com/newsroom/mobileetiquette
Posted by
VMD - [Virtual Marketing Department]
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