What would you do if you had to give up your phone for a day or two? Bask in the freedom? Or worry about the calls, messages and emails that would go unanswered? This is something we at The Practice have been pondering since that video, “Look Up” made us consider the world of digital communication in a whole new light.

“Look up from your phone, shut down the display, take in your surroundings and make the most of today.” These are the words spoken by writer and director, Gary Turk, whose viral YouTube video urges us to stop being a slave to our smartphones. It is certainly true that our reliance on mobile technology has made us addicts to the world of easy information and stimulation which we once could only seek from those around us. No longer do we stop someone in the street for help with directions when Google Maps is at our fingertips, and how interesting can that fellow tube passenger really be when we’ve got Candy Crush on the screen? With this in mind, we thought it apt to create a timeline of important milestones, showing just how less prevalent face to face human communication has become since mobile offered a replacement.

1973

The first handheld mobile phone is demonstrated by Motorola, signalling the birth of on-the-go communication.

1991

2G is launched in Finland by RadioLinja, meaning increased competition for operators still using a 1G network.

2001

3G is launched in Japan by NTT DoCoMo. Now data can be transferred faster and mobiles have a greater storage capacity. This year was around the time when many of us can remember purchasing our first phones.

2008

Google Maps for Mobile is launched on Android, offering a location service that can work with or without GPS. A revolutionary app for finding your way around, but as “Look Up” demonstrates, might cause you to miss out on that once in a lifetime opportunity!

2009

WhatsApp is created, meaning we largely never have to pay for a text message again. It also brings a new dimension to image and video sharing, the group chat, and that sense of transparency in knowing when a contact has read your message!

2010

Instagram is born, giving rise to talented amateur photographers, and spawning “Generation Selfie”.

2011-2014

The term “Second Screen” is coined, describing the rise of people using two devices simultaneously, for instance using a tablet whilst talking on their phone.

2014

Google Glass goes on sale in beta, sparking the demand for wearable tech. Will this mean mobile will become obsolete sooner than we think?

We’re not disregarding the power of mobile in any way- it is undoubtedly the most life-changing tool to ever meet our needs as consumers and stimuli-sensitive beings. And as every one of us lead busy lives, it has been a godsend for bridging connections far and wide. 24-hour communications across the globe are only possible thanks to Skype, Viber, Facebook Messenger, WhatsApp…the list is endless. In that regard, we can only thank mobile for enhancing our interactions. However, it has become a sad fact that our phones are permanently glued to our ears, hands, the sides of our seats and dinner tables- so much so that we have forgotten how to fully engage in the present moment. And are we so for want of stimulation that we can’t simply look around and absorb our surroundings anymore? The idea of waiting for instance, has become an alien concept now that we have our phones to pass the time- what if we simply engaged with a stranger the next time we find ourselves in a queue or sitting it out for the bus? We can recall countless times we’ve learnt something truly interesting from striking up a conversation with someone nearby.

“Look Up” expresses an important message, reminding us all to do just what the title says. While it’s crucial that we as individuals take some time off from our beloved devices, we can’t say the same for businesses, many of whom rely on mobile marketing for a steady revenue stream. Self-promotion and maintenance via social media are of course essential tactics for brands to retain and grow their audiences and so it would be unjustified for any to take a digital hiatus! Equally, online brands need their customers to connect with them via their Facebook and Twitter mobile apps, Instagram and even their mobile sites, so to advocate a mobile ban would definitely cause an unnecessary dent to e-commerce. Instead of giving up our phones for a period of time, we’re simply going to practice being mindful- and that means fully engaging with our family and friends across the dinner table, taking in our surroundings, and turning to a good book or activity instead of our phones for entertainment. If we can remember that mobile should be used in tandem with our real lives, not instead of, and that there is a time and a place for its use, then that’s what really matters. We’ll let you know how it goes!

What are your thoughts on “Look Up”? Do you think we’re all victims of the mobile generation? We’d love to hear your opinions, so please tweet to us @PracticeDigital and share your comments on our Facebook page.