Intimacy in the Palms of Our Hands

Apps rank last in terms of intimacy within the smartphone ecosystem. The saturation of this industry makes them appear more utilitarian, informing how we connect with them. Some consumers may also see apps as part of their phone and not as individual brands that they bond with.

Ranking third most intimate, access brands are instrumental in powering our devices, yet consumers don’t necessarily perceive them as equally important. Despite their critical role in keeping us connected, access brands are often viewed as a means to an end, valued for the services they provide rather than any deep emotional connection.

The content/info category takes the second spot. Streaming platforms offer a vast array of entertainment and information tailored to individual preferences, fostering a sense of personalization and relevance that has undoubtedly contributed to the intimacy consumers feel for these brands.

Devices are the most intimate category in the smartphone ecosystem. This can largely be attributed to their tangible nature. As the physical medium and interface between us and technology, devices have seamlessly integrated into our daily routines, becoming extensions of our bodies and minds.