Factors Predicting Observed Cellphone Use in a Midwestern USA University Campus Area

Cellphones are an integral part of life for many adults in technologically advanced societies. There is extensive research and literature on cellphones and social technology, with most studies conducted through self-report surveys, experience sampling, and system log data. Although selfreport survey methods are useful for examining how individuals perceive and feel about cellphone related issues, self-reported cellphone usage behavior is only moderately correlated with objective system log data. Naturalistic observations complement findings from self-report survey methods and may be the best method of objectively assessing both the patterns of and influences on cellphone use in real-world social contexts. Observers documented cellphone use among individuals (N = 4079) in seven public areas within or immediately surrounding a large public university campus in the Midwestern USA. Observers recorded whether or not individuals were using their cellphones, as well as individual’s sex, approximate age (undergraduate or older), group size, if the individual was engaged in live conversation with companions, and the prevailing weather conditions. Those engaged in live conversation were less likely to be using their cellphones than those who were not conversing with companions. Younger adults (those appearing to be in the typical undergraduate age range) were more likely to be using their cellphones than those who appeared older. Women were more likely to be using their cellphones than men. Phone use was higher in warmer weather than on colder days. Overall, this study demonstrates the value of observational studies for understanding technology use in social contexts.