The easy answer to the question of how mobile phone users use their home screen is: all the time. A September AdTruth study estimates that smartphone users pick up their phones 150 times a day. That’s about every six minutes, factoring in sleep. We pick up our phones to check the time, weather, sports scores and, of course, any alerts we have arranged to send to ourselves. We see if there are any new emails or texts, check in with our social apps and play a game or two. The handheld device is intimate, fits in the palm of our hand, and we treat it accordingly.

We break down home screen usage drivers into two main categories:

–       Fear of Missing Something – FOMS

–       Found Time Read the rest of this entry »