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Consumer Lifestyle
Published: 18 Aug 2015

UK Mobile Habits

Extra
The UK is a smartphone society

Young people (aged 15 to 24) in the UK use their phones 387 times a day – every two minutes – and access Facebook most on a Sunday, according to a 2015 survey by British marketing body IPA.

The study looks at who is doing what on their mobile phones and when they're doing it, using data from 5,000 British adults aged over 15. Highlights include:

  • Keep in Touch: Young people spend 60% of time on their mobile phones contacting others. Smartphones are used most for communication on a Thursday evening, as people prepare for their weekends.
  • Social Media View: Over 90% of smartphone users access social networking sites, mainly Facebook. WhatsApp is the most popular messaging service, with over two-fifths of people using the tool – this figure increases to over half for those aged 15 to 24. Young people primarily use photo-sharing apps Instagram and Snapchat, while the older generation favours Cooliris.
  • Age Influence: Those aged 25 to 44 are most likely to access retail sites via their phones, but younger people tend to use sites selling tickets for events. The older generation is most likely to use mobile betting services: over 40% of over-65s do so, compared to around a quarter of those aged 15 to 24. Over-65s are twice as likely to use Amazon, compared to eBay.

For more insights into how consumers are engaging with their digital devices, see: State of Mobile: Summer 2015, Mobile World Congress 2015 and CES 2015: Personal Electronics.

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