UK connected to their devices, IAB research claims

UK connected to their devices, IAB research claims

UK connected to their devices, IAB research claims

A report released today by the  Internet Advertising Bureau UK (IAB) reveals that one in six smartphone owners use it at some stage when buying goods while people in general use some form of internet-connected device 34 times a day. The report claims that British consumers are now “wedded” to connected technology.

The findings are based on studies carried out by independent research agency Firefish, involving over 1,350 interviews amongst smartphone owners and 700 hours of video footage from people wearing FishEye™ cameras.

The respondents averaged a total of two hours 12 minutes per day using a connected device, and for 61 minutes a day they’re using two or three devices simultaneously.

The IAB’s Director of Research & Strategy Tim Elkington says respondents were surprised when they were told how frequently they had 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.”

The research also identified user smartphone behaviour, with the morning used to gather information on the weather and travel, the afternoon for undertaking specific tasks such as banking or paying bills, leaving the evening for entertainment and shopping.

One in six (17%) UK smartphone owners say their phone had played some role – either browsing, researching or buying – in a purchase made in the last fortnight. In terms of how people shop today, two-thirds say they initially research the product online, then look at it in a high-street shop before buying online – people over 55 years old (70%) are the most likely to do this.

Connected devices have also turned shopping into more of a pastime – four in ten people (41%) say they often shop online when they’re bored, rising to almost six in 10 (58%) of 18-30s.

The research found:

  • 56% of UK smartphone owners report using their smartphone for day-to-day tasks ‑ 70% among 18-30 year olds.
  • 34% say their smartphone is a “lifesaver” ‑ rising to 52% of 18-30 year olds.
  • 52% say they prefer to check their smartphone if they have any “downtime” rather than just sit and think – rising to 62% among 18-30 year olds.
  • 37% check their smartphone if there’s a lull in conversation with friends.
  • 44% say their smartphone makes their commute more enjoyable.



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