A staggering 70% of UK smartphone users check their device upon waking in the morning, compared with 65% in the US, according to new research.
The research, from Toluna, questioned a representative sample of 1,000 UK users to discover which devices are used to access the web, and the differences in how they are used.
A comparative study was also carried out in the US.
Additionally, the study explored what emotions are felt towards connected technology in order to discover the importance of its role in connected consumers’ daily lives.
The increased use of smartphones highlights the importance consumers place on being able to access the internet at all times, in all places.
In addition to checking their smartphones first thing in the morning, a third (32%) of UK consumers admit they check their smartphones if they wake up in the night.
Meanwhile, a significant 58% of smartphone users take a look at their phone immediately before going to bed.
These results highlight just how integral connected devices have become in consumers’ daily lives and how many may struggle to switch off from the online world.
“As consumers use multiple devices to access the internet, it is becoming more important to understand how habits are changing,” explained Paul Twite, Managing Director, UK, Toluna. “With UK consumers active on the internet at all times of the day, and in all locations, it is important for marketers to be able to provide engaging content outside of traditional time frames. It is also vital to react quickly to trending themes and stories in order to meet the high expectations of an audience that is always switched on.”
Other key findings from the UK study include:
• A considerable 57% of participants multitask, using more than one device at a time. Around 40% of connected consumers use a tablet or laptop at the same time as watching the TV, whilst 13% use a smartphone. This highlights the growing trend for consumers to be logging on to the internet while watching programmes, possibly to see the reactions of others towards what they are watching.
• In contrast to this, 63% of users stated they do not use other devices concurrently while using their tablet. The same was true for 61% of laptop users, suggesting that participants are much more engaged with online content than TV content.
• That said, TV is still the most common form of media interaction, with 62% watching more than three hours a day, compared to 48% spending this amount of the time surfing the internet.
• Internet is catching up with TV in terms of exposure to advertising, with a similar number of consumers seeing over 20 advertisements each day (boasting 26% and 29% respectively).
• There are mixed emotions when it comes to technology, with 85% seeing it as a form of happiness and 77% seeing it as a cause of stress. It appears that, having become an important part of the day-to-day life of a consumer, many find it hard to switch off.
Methodology
The survey was conducted in June 2014 among 1,000 adults (18+) in the UK and US respectively. Respondents were selected from among those who have agreed to participate in Toluna surveys. Figures for age, gender, education, income, employment, and region were weighted to bring them into line with their actual proportions in the online population. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated.