In this day and age, it is nearly impossible to imagine a world without cell phones. In fact, with all of their functionality, it's almost an insult to call them merely "phones" any more. Those small, high-tech gadgets are most people’s lifeline to the outside world. From the archaic use of actually calling people to checking email, texting and surfing the web simultaneously, cell phones have made their mark on our society.

A new study conducted by the University of Michigan claims that people are more likely to pull out their cell phone when someone around them does the same. Researchers watched groups of students, documenting their cell phone use every 10 seconds. Overall, students were on their phones 24 percent of the time they spent with a friend, and were 39.5 percent more likely to use their phone when the person they were sitting with was also using it.

The researchers believe this is because we don't want to be excluded. If everyone else is whipping out their phone to update their Facebook status, then we don't want to be the only one who's standing around not looking at a screen. We’ve all been there. You’re sitting in a meeting or up at the bar and you notice someone on their phone, instantly – a striking feeling inside of you urges you to reach for that shiny beacon of light too. So does this mean we are addicted to them?

Cell phones might not actually be addicting, but is usage contagious? This study seems to think so. The next time you are around a group of people, try to notice those on their phones and see how many others gradually begin to crop up.

What does this mean? Certainly it presents a ripe opportunity for those marketing to women. Advertisers have been trying to figure out ways to bring ads to mobile. As much as we look at our phones, there are plenty chances to reach women on smartphones. If you can develop the ad, all you have to do is get someone to look at their phone and the rest will follow.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.