New Delhi: Men may be more technology-savvy, but it is women who will drive adoption of smartphones at the mass market level this year, says a study by telecom equipment-maker Ericsson.

"Our 2011 study of smartphone users showed that men still dominate usage of niche services on smartphones, while significantly, more women use regular services such as voice calling, SMSes and Facebook," Ericsson said in its '10 Hottest Consumer Trends for 2012' study released on Friday.

The study, based on interviews with 100,000 individuals in more than 10 mega-cities across more than 40 countries, including India, further said, "By actively integrating the use of all communications channels into one device, women are driving mass-market adoption of smartphones."

The survey found mobiles have gained so much importance in the day-to-day to life of people that for some, carrying a mobile has become more important than carrying money.

"When asked what they carry with them when leaving home, 90 per cent of all smartphone owners said they always take their phones and their keys, but only 80 per cent mentioned money," the study said.

The study found 58 per cent of smartphone users said they wanted to use their mobile phones as commuting passes, 70 per cent wanted to have their loyalty cards stored on their phones and 76 per cent wanted to use their phones as bar-code scanners for price comparisons.

"Research confirms that habits related to commuting, shopping and household chores make up a large part of daily lives. This may be the reason why consumers show greater interest in mobile services that are directly related to nearby places and things," Ericsson said.

The study showed that social media will redefine news reporting this year as social networks have become true media hubs, driving consumption of pictures, video clips and music based on the flow of conversations and posts.

"During a recent field study in New York, we had the same experience -- there was an earthquake and people found out about it via Facebook, not CNN," the study said.

According to this study, transparency will overtake privacy as people will share personal information on the internet as long as concrete benefits outweigh abstract drawbacks.

The study found a massive surge in data traffic and predicted that by 2016, users living in less than 1 per cent of the earth's total land area are set to generate around 60 per cent of mobile traffic globally.


(Agencies)