New research published by Buongiorno shows the latest trends in mobile user behaviour and, the company says, reveals a divided mobile generation. The research seeks to understand the mobile browsing behaviour of 18-34
year olds in the UK: what role it plays in their lives; key themes
shaping their behaviour; and whats in store for the future.
The research shows that mobile phone users are  spending more and more time accessing the Internet from their mobile and dividing into two specific groups which Buongiorno has dubbed Embracers and Pragmatists.
According to Buongiorno, Embracers see their phones as real beings pets, friends, collaborators. They love to experiment with browsing and the only limit to how long they spend browsing online is the life of the battery. They browse with friends, alone, on the bus, and while out shopping. They browse to stay connected, to alleviate boredom, for efficiency, for entertainment or for information. Increasingly, they are spending their time socialising as they visit social networking sites such as Facebook or Myspace. In some cases, users may be on several chat rooms on their mobile simultaneously. The study also reveals  that embracers may connect to the mobile Internet as often as three times a day.
Pragmatists, on the other hand, see their phones as tools to make their lives easier. For them, browsing is about being informed. They usually spend short bursts of time online just enough to get the job done. For the Pragmatist, browsing is a personal activity, not one to be shared with friends. Its about keeping up, being productive, and staying on top of day-to-day issues and events. They therefore access the Internet on their mobile primarily to continue with work that has been started on their PC, or to download content. Pragmatists are also at a loss with regards to the latest developments in technology, so they dont know how to use their mobile phone for more advanced tasks associated with the mobile Internet. The research also reveals that Pragmatists may access the Internet from their mobile only 2-3 times a week.
Buongiorno says that the research shows the extent of the difference in mobile phone behaviour and how it will affect society in the future. It also shows that part of society will need to learn how to use phones, in order to catch up.