Are lonely consumers more dependent on smartphones?

Background

Smartphones are undeniably an integral part of modern life. One important function of smartphones is bringing people closer across geographical boundaries, helping people alleviate experiences of loneliness. But can lonely people rely on smartphones too much? We examine the consequences of smartphone over-reliance through the lens of nomophobia, a documented phenomenon of the fear of being without one's smartphone.

Methodology

Study designs: Archival data, lab experiments, surveys, experimental scenarios
Statistical analyses: Linear regressions, ANCOVAs (one-way, mixed), mediation analyses

Main Findings

Both trait and state loneliness are correlated with nomophobia, which explains lonely people's likelihood of paying more for services that ensure smartphone connectivity. Specifically, lonely consumers (who are more nomophobic) indicated they would pay more money for better network coverage than consumers who did not feel lonely. The two groups did not differ in their willingness to pay for a worse network. This shows that lonely consumers don't indiscriminately want to pay more, but they will shell out more if it increases their likelihood of having a stable smartphone connection. 

Next Steps

Lonely consumers are already a vulnerable group, as they have less social support by definition. Based on this research, they may be more susceptible to harmful business practices such as overcharging. What measures can be put in place, or programs be developed, to help vulnerable consumers navigate the marketplace without being taken advantage of?