Brits aged between 15 and 24 are now so addicted to their smartphones they’re using them 387 times a day on average, the newest Institute of Practitioners in Advertising (IPA) TouchPoints survey reveals.
The 1,159 participants of the survey had their smartphone usage monitored via an app over the course of four weeks. According to the data collected, 15-24 year olds used their smartphones every other minute they were awake. The vast majority of this mobile usage (68 per cent) took place within the home, reports research-live.com.
When it came to communicating via smartphone, i.e. sending text messages and making phone calls, most took place between 6pm and 6:30pm. Where video streaming was concerned, 40 per cent of the total time spent was at weekends.
Sue Unerman, chief strategy officer at MediaCom, said that mobile devices have enabled every moment to become an opportunity for businesses to make a sale.
“This report gives a snapshot of who is doing what on their smartphone and when they’re doing it which will add depth to all kinds of campaigns – not just mobile ones – and provides interesting stimulus for planners,” she said. “It will also gradually but profoundly change people’s expectation of communications from brands.”