Would you feel lost or uncomfortable without your smartphone? Then you may be suffering from nomophobia – fear of being without your mobile phone (no mobile phobia).
You can self-diagnose yourself for the psychological condition of nomohobia using the new NMP-Q nomophobia test below, developed by Caglar Yildirim at Iowa State University that is to be published this year in Computers in Human Behavior (full thesis).
A recent study suggests that nearly 2/3 of us (66%) suffer from nomophobia – dependency on our smartphone for our psychological wellbeing. Some call it addiction, others call it evolution. Digital marketers call it an opportunity.
For marketers, the NMP-Q scale items reveal an interesting insight – the root psychology of this situational phobia known as nomophobia appears to be FOMO – fear of missing out. Without our smartphones, we feel we may miss out on fun, love, life and fulfilment. The smartphone is not a gadget, it is a digital umbilical chord connecting us to a fulfilled life.
The marketing implication is clear. In a mobile-first world, mobile marketing will work best when it plays to this nomophopic fear of missing out – by deploying sites, campaigns and strategies built around ensuring people do not miss out on opportunities.
So whilst we’re all busy adapting our digital properties for Google’s new algorithm to be released next month (with its mobile dictate – be mobile-friendly or be invisible) think beyond responsive design. Marketing success in a mobile world means marketing to the nomophobic mobile-mindset.
Nomophobia (Smartphone Dependency) Diagnostic Test
Please indicate how much you agree or disagree with each statement in relation to your smartphone use. (1 = Strongly Disagree, 7 = Strongly Agree)[Score a majority of 5 and above is an indication of nomophobia (smartphone dependency) – see full report for additional weightings/caveats]
- I would feel uncomfortable without constant access to information through my smartphone.
- I would be annoyed if I could not look information up on my smartphone when I wanted to do so.
- Being unable to get the news (e.g., happenings, weather, etc.) on my smartphone would make me nervous.
- I would be annoyed if I could not use my smartphone and/or its capabilities when I wanted to do so.
- Running out of battery in my smartphone would scare me.
- If I were to run out of credits or hit my monthly data limit, I would panic.
- If I did not have a data signal or could not connect to Wi-Fi, then I would constantly check to see if I had a signal or could find a Wi-Fi network.
- If I could not use my smartphone, I would be afraid of getting stranded somewhere.
- If I could not check my smartphone for a while, I would feel a desire to check it.
If I did not have my smartphone with me,
- I would feel anxious because I could not instantly communicate with my family and/or friends.
- I would be worried because my family and/or friends could not reach me.
- I would feel nervous because I would not be able to receive text messages and calls.
- I would be anxious because I could not keep in touch with my family and/or friends.
- I would be nervous because I could not know if someone had tried to get a hold of me.
- I would feel anxious because my constant connection to my family and friends would be broken.
- I would be nervous because I would be disconnected from my online identity.
- I would be uncomfortable because I could not stay up-to-date with social media and online networks.
- I would feel awkward because I could not check my notifications for updates from my connections and online networks.
- I would feel anxious because I could not check my email messages.
- I would feel weird because I would not know what to do.
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