1 summarises the purposes for which mobile phone users use their phones. It shows the mean response to 5-point Likert style questions regarding the frequency of access to specific items via a mobile phone, such as ‘I frequently access the Internet on my mobile phone’. The line graph shows the mean values across all users, whilst the bars differentiate between the frequency of a specific activity for feature phone and smart phone users, respectively.Overall, Fig. 1 shows that both feature phone users and smart phone users use their mobile phones for a range of activities, with Internet access, email access, and social networking being particularly frequent. However, smartphone users tend to score 4 or more o nall of the questions asked in this section, whereas scores for featurephone users are considerably lower in respect of all of the identified uses. This suggests that once consumers have access to smartphone technology they become more reliant on using their smartphone forall of the different functions.