This document discusses how mobile device usage is rewiring consumer behavior. It identifies six sources of re-programming: 1) from situated to ubiquitous consumption, 2) information overload, 3) decisions made on the move, 4) multi-device usage, 5) distant parenting, and 6) sleep deprivation. The effects of these changes include reduced attention spans, impulsive behaviors, weaker interpersonal relationships, and decreased memory and brand recall. The document concludes with managerial implications for marketing strategies that address these shifts in consumer attention and decision-making.

1. H O W M O B I L E I S
R E W I R I N G C O N S U M E R
B E H A V I O R
S Y B A N E R J E E
A S S O C I A T E P R O F E S S O R O F M O B I L E A N D I N T E R A C T I V E M A R K E T I N G , U N I V E R S I T Y O F
M I C H I G A N - F L I N T
M O B I L E M E D I A S U M M I T , C H I C A G O , 2 0 1 5

2. ATTENTION SPANS OVER THE YEARS
Humans,
Goldfish
(Forever)
Humans,
2013

3. RISING COST OF ATTENTION

4. REDUCED AWARENESS AND EFFECTIVENESS
Guy Pearce in Memento

5. SIX SOURCES OF RE-PROGRAMMING

6. WHY?
• Short Term Effects
•Long Term Effects
Attention
Memory Behavior
• 1. From Situated to
Ubiquitous
Consumption
• 2. Information Overload
• 3. Decisions on-the-
move
• 4. Multi Device Usage
• 5. Distant Parenting
• 6. Sleep Deprivation
MOBILE USE

7. 1. FROM SITUATED TO UBIQUITOUS CONSUMPTION:

8. FROM PLANNED TO UNPLANNED,
FROM SEARCH TO DISCOVERY
Situated (Global),
Planned, Rational
Ubiquitous (local),
Unplanned, Impulsive

9. MOBILE DEVICE USE
Sciandra, 2014 Hui, Inman, Huang, Suher
2013
Sciandra, 2014
(+) RETAIL TRIP LENGTH
(-) PRODUCT RECALL
(+) UNPLANNED PURCHASES
2. INFORMATION OVERLOAD

10. 3. DECISIONS ON THE MOVE
Office Station Train Home

11. DECISIONS ON THE MOVE

12. 4. MULTI DEVICE USAGE
ON SUSTAINED ATTENTION
TASKS
Focusing on one task only over a
time period of 10 minutes or
more. Ex: Focusing while playing
Solitaire, Paying attention to a
short conversation or lecture.
ON ALTERNATING ATTENTION
TASKS
Alternating your focus back and
forth between two different tasks.
Ex: Alternating between cooking
and helping your child with their
homework.

13. 5. DISTANT PARENTING
Affects:
- ( ) Face to face interactions
- ( ) Ability to form bonds,
interpersonal relationships
- ( ) Formation of empathy
- ( ) Concentration
- ( ) Self Esteem
Radesky, J.S., Kistin, C.J., Zuckerman, B., Nitzberg, K., Gross, J., Kaplan-Sanoff, M., Augustyn,
M., (2014)
Brackett and Daniels, (2014)

14. 6. SLEEP DEPRIVATION
Distance between us
and our phones when
we sleep
Sleep Deprivation
Continuous Partial Attention
(Eternal Vigilance)
Less Accuracy and Higher Reaction Times
in retrieving memory
Lower Brand Recognition and
Recall

15. MANAGERIAL IMPLICATIONS
• Stretched Processing resources -> Reduced Self Regulation -> Impulsive Behavior -------
-- (Type of Advertising Appeals- rational/emotional)
• Fewer face to face interactions -> Less Empathy -> Ability to relate to others and form
relationships (Character design in Narratives, Endorsers)
• Reduced attention spans----- reduced memory, Brand Recall, Recognition (Focusing
on multi-screen promotions to reinforce campaign messages)
• Physical Movement  Impulsive buying, lower price sensitivity, faster –less elaborated
decisions ( New premium Product Launches while commuting, tracking customer
locations)