NEWS10 August 2015
UK — 15-24 year olds use their mobile phones an average of 387 times throughout the day, compared with the adult average of 264 times, according to the latest Institute of Practitioners in Advertising (IPA) TouchPoints survey.
Last week Ofcom revealed that smartphones had overtaken laptops for internet access for the first time. The TouchPoints survey from the IPA uses a smartphone app to passively monitor what consumers are doing on their smartphones over a four-week period.
The latest survey, of 1,159 UK consumers aged 15+, revealed the following:
- Young people (aged 15-24 ) use their phones every other minute they’re awake
- 68% of smartphone use is at home
- 40% of all video streaming on a smartphone occurs on a Saturday and Sunday
- Facebook use peaks on a Sunday, particularly between 1:30pm-2pm
- Using a phone for communication peaks between 6pm-6:30pm
“This report gives a snapshot of who is doing what on their smart phones 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,” said Sue Unerman, chief strategy officer at MediaCom. “I expect that it will lead to the development of sophisticated use of second screen for advertisers. Every moment now is a point of sale and an opportunity to earn shares for a brand’s content or advertising if they deserve it.
“It will also gradually but profoundly change people’s expectations of communications from brands.”
Full findings can be accessed here.