Study Conducted Among Smartphone Users in U.S., Brazil, France, and India Finds Respondents Have Deep Attachment with Their Phones

Most Admit They Love Their Phone and Over Two in Five Further Agree That It Would be Very Difficult, Emotionally, For Them to Give It Up

Study Conducted Among Smartphone Users in U.S., Brazil, France, and India Finds Respondents Have Deep Attachment with Their Phones

Washington, DC, February 21, 2018 — According to a recent online survey conducted in the United States, Brazil, France, and India by Ipsos on behalf of Motorola, a majority of smartphone users agree with the statement “I love my phone” (54%). For the younger generations, this affinity is higher – nearly two in every three Gen Zers (63%) and Millennials (63%) profess that they love their phones, compared to 49% of Gen Xers and 37% of Baby Boomers. When facing the prospect of separation from one’s device, four in ten agree that “it would be very difficult, emotionally, to give up my smartphone” (43%), with attachment once again particularly strong among younger generations - with over half of Millennials (51%) and Gen Z (51%) agreeing, compared to around a third of Gen X (37%) and Baby Boomers (31%). Nearly two in five (37%) further say that if their device were a person in their life, it would most resemble a ‘best friend’, though this figure jumps to 53% among Gen Zers and 41% among Millennials versus roughly three in ten Gen Xers (32%) and Baby Boomers (27%) who feel the same. To learn more about the results of this study, please see the downloadable PDF topline.

About the Study
These are the findings from an Ipsos poll conducted November 30, 2017 – December 26, 2017 on behalf of Motorola. For the survey, a sample of 4,418 smartphone users ages 16 to 65 and over from the United States, Brazil, France, and India was interviewed online, in English, Portuguese, and French.

The final data were weighted for each country to ensure accurate representation according to census data. Ipsos had target quotas for each country to ensure country representation. These included age, gender, and region for all countries, income and ethnicity for the U.S., and socioeconomic levels for France and Brazil. There was an oversample of teens (16-17) who were screened into the survey via parental permission. Post-field, Ipsos re-weighted age to align with age census data for each country.

The margin of sampling error at the 95% level of confidence is ±1.5 for total respondents (4,418), ±3.0 for the U.S. (sample of 1,107), ±3.0 for Brazil (sample of 1,106), ±3.0 for France (sample of 1,105), ±3.0 for India (sample of 1,100), and ±3.8 for Gen Z (defined as those 16-20), ±2.3 for Millennials (defined as those 21-37), ±2.8 for Gen X (defined as those 38-53), and ±3.8 for Baby Boomers (defined as those 54-65). This means that, in 95 times out of a hundred, when a sample of this size and composition is drawn, findings for total respondents will not differ by more than 1.5 percentage points in either direction for the total sample.


For more information on this news release, please contact:

Jose Canas
Vice President, U.S.
Ipsos Connect
+1 212 293-6548


Sunil Sharma
Vice President, U.S.
Ipsos Connect


Catherine Norkus
Senior Account Manager, U.S.
Ipsos Connect


About Ipsos
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.
With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; public affairs research; and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,782.7 million in 2016.