Researchers at the University of Connecticut have uncovered a significant “mobile giving gap” between smartphone users and those using traditional computers when it comes to responding to charity appeals. However, they have also identified a simple and cost-effective solution to bridge this gap.
Marketing professor Stefan Hock, along with associate professor Kelly Herd and recent alumna Kristen Ferguson ’23 Ph.D., now at Notre Dame, conducted the research, titled “The Mobile Giving Gap: The Negative Impact of Smartphones on Donation Behavior,” published in the Journal of Consumer Psychology.
The investigation into consumer behavior on smartphones has gained traction among marketers due to the increasing amount of time users spend on these devices—currently averaging three hours and 15 minutes per day. Additionally, around 15% of the population exclusively uses smartphones for various activities, foregoing traditional computers.
Understanding the Smartphone’s Egocentric Bias Charities, particularly in Connecticut, had reported lackluster responses to their appeals on smartphones, prompting the researchers to explore the underlying reasons. They hypothesized whether security concerns or the difficulty of processing donations on handheld devices were contributing factors.
Through their research, Herd, Hock, and Ferguson discovered that smartphone users exhibit a more self-focused behavior compared to traditional computer users when processing information and making decisions. This egocentric nature of smartphone use poses a challenge for charitable giving, which requires altruism and empathy.
Their studies revealed that smartphone users were significantly less likely to donate compared to computer users. Moreover, individuals on smartphones demonstrated reduced focus on others, highlighting the need for tailored approaches in charity appeals.
Closing the Gap with ‘Other-Focused’ Appeals To address the negative impact of smartphones on donation behavior, the researchers proposed highlighting other people in donation appeals as a potential solution. Partnering with a coalition of German humanitarian aid agencies during the Russian invasion of Ukraine, they tested this approach by creating an ad emphasizing the people in need.
The results showed higher click-through rates on smartphones for the ‘other-focused’ ad, indicating increased donation likelihood and effectively closing the mobile giving gap. Importantly, this strategy required minimal adjustments to existing campaigns, making it a cost-effective solution for charities.
Implications and Future Directions The researchers emphasize the importance of adapting charity appeals to suit smartphone users’ behavior, as demonstrated by the significant growth in online and mobile giving. Their findings not only benefit charitable organizations but also have broader implications for various altruistic endeavors, including volunteer recruitment and addressing societal concerns.
