As smartphones, tablets and a multitude of different connected devices continue to sweep the world by storm, IAB has published a new report that describes British people as being 'wedded' to technology.
As smartphones, tablets and a multitude of different connected devices continue to sweep the world by storm, IAB has published a new report that describes British people as being ‘wedded’ to technology.
Conducted by independent research agency Firefish, the research saw 1,350 smartphone owners interviewed, as well as 700 hours of video footage collected from people wearing FishEye™ cameras to discover the connected habits of the UK.
According to the data, on average people pick up or use a connected device around 34 times each day, equating to an average of two hours 12 minutes, with 46% of this time spent using two or three devices at the same time.
As well as this, the data reveals the benefits of mobile optimisation for many brands looking to sell their products online to those on the move, with one in six smartphone users reporting that they use their smartphone when making a purchase.
Tim Elkington, Director of Research & Strategy at the Internet Advertising Bureau, commented: “One thing that stood out in the study was how surprised respondents were when told how frequently they’d looked at their phone, tablet or computer. It reinforces how normal ‘omni-screening’ – being just an arms-length away from some device that gets us online – has become.
“We also saw a broad pattern in how people use their devices; the morning is about getting information such as weather and travel, the afternoon for undertaking specific tasks such as banking or paying bills, while the evening is focused on entertainment, including shopping.”
[…] As smartphones, tablets and a multitude of different connected devices continue to sweep the world by storm, IAB has published a new report that describes British people as being 'wedded' to technology. […]