Researchers at Baylor University say 'cell phone addiction' is a real thing, and women are much more susceptible to it than men, Newsradio 1200 WOAI's Michael Board reports.

  Marketing professor James Roberts calls the numbers 'astounding.'  His study found that female college students, generally women between the ages of 18 and 22, spend an average of ten hours a day on their cell phones.

  Guys aren't much better.  Roberts says they spend, on average, eight hours a day looking at the small screen.

  "They are portable, and they are becoming more and more functional," he said.  "That is the perfect recipe for further integration into our lives."

  Dr. Roberts says some on line activities, like using Pinterest and Instagram, photo sharing sites, are 'associated significantly' with cell phone addiction.  But Internet use and on line gaming are not as addictive.

  "Anything that produces pleasure in our brains has the potential to become addictive," he said.

  The number one thing that cell phone users do is text, spending an average of 94.6 minutes a day sending and receiving text messages.  Number two was sending emails, following by checking Facebook, surfing the Internet, and listening to their iPods.

  Dr. Roberts says it isn't that men are less addicted than women, they just spend less time participating in these activities than do women.

  "They'll make a lot of texts, but they're shorter ones," he said.  "Women spend more time texting, more time on Pinterest and Instagram.

  Roberts said the fact that woman spend more time than me on their cell phones runs contrary to the traditional belief that men more than women are 'gadget freaks' and are more invested in technology.

  Roberts says men are more 'utilitarian' in their use of smart phones, and are less likely to spend long periods of time on social media sites.  He says guys are more likely to use social media for a specific purpose...like 'getting sports scores.'

  And yes, Roberts says both men and women use their phones to 'avoid awkward social situations,' using them to appear busy when they want to avoid doing something else.

  In a true sign of addiction, Roberts says both men and women say the 'feel nervous when their cell phone is not in sight.'