06-01-12 Nine in 10 of those who find lost smartphones (92%) look through the phone’s applications and files, according to Symantec. Although the study didn’t break out its findings based on age, they may prove relevant to youth marketers since nearly all teens own (and misplace) cell phones.
“Operation Honey Stick” left 50 smartphones containing fake data and information in restaurants, student unions, convenience stores, and elevators.
Each device included a Facebook app, Bank of America app, photos, email, and a calendar. Researchers also made the phones easy to return by listing only one contact labeled “Me” in each phone’s address book. Half of the phones (50%) were returned within a week. Even among the phones that were returned, the finders had accessed personal information.
• 81% of finders accessed contacts and address book;
• 72% looked at personal photographs;
• 64% used the Facebook app;
• 57% attempted to access the phone’s passcode;
• 43% used the bank app.
Source: Symantec, Cris Paden, Corporate Social Responsibility and Legal, 350 Ellis St., Mountain View, CA 94043; 650-527-5526; cpaden@symantec.com; www.symantec.com.
© Copyright 2012, EPM Communications, Inc. May not be reproduced without written consent of publisher.