It’s official: we’re addicted to smartphones. When it comes to CrackBerries it seems we all need just need one more hit. Or so says Ofcom.

Apparently, according to a recent survey, a third of adults use a smartphone and 37 per cent of those describe themselves as addicts, while another survey claims that 83 per cent of us with a smartphone or tablet feel addicted to apps.

The prognosis is not good — within a few years more than a third of Brits will have a handheld affliction.

Gartner predicts that there will be 300 million tablets in 2015 and some hardware manufacturers are tipping tablets to overtake PC and notebook sales by 2016.

It seems that having one of these devices does make you look cool.

And while you may have ditched the fags back at university, the craving for nicotine has been replaced by an unquenchable thirst for data.

The first thing we’ll all be doing in the morning come 2016 is picking up our iPhones, BlackBerries or Android devices to light up the screen.

And what about the other great new addition, social media? It can seem that every CIO I talk to lately is crying out for a social media solution.

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Obviously, you cannot blame them for not wanting to miss out on the hottest trend out there.

After all, if news of Michael Jackson’s death broke on Twitter before it did on the BBC, chances are impressions about your brand are on social media sites long before they reach your CMO’s ears.

In conclusion, the experts tell us, we should all jump on the Social Media Bandwagon and refocus our marketing strategies on smartphone-based social media.

After all, Facebook has 500 million users – if it were a country it would be the third largest in the world.

As much as I’ve been known to like forward-looking statements, I beg to differ here. The thing about addictions is they function by blinding you to reality.

Customer loyalty does not grow on a single channel, however novel that channel may be.

So before we begin blindly data-mining Facebook statuses, we need to realise that as ‘hot’ as social media is at the moment, it is still just one of the many channels that customers use to voice their feedback.