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(TM) cameras.
The FishEye(TM) cameras - which took a picture every five seconds over a three day period - reveal that people pick up/use a connected device such as a smartphone, laptop or tablet, 34 times each day.
The respondents averaged a total of two hours 12 minutes per day using a connected device, while for 46% of this time - one hour and one minutes - they're using at least two devices, sometimes three, simultaneously.
"We also saw a broad pattern in how people use their devices; the morning is about getting information such as weather and travel, the afternoon for undertaking specific tasks such as banking or paying bills, while the evening is focused on entertainment, including shopping."
The research reveals how reliant people have become on technology and the inroads it makes into daily life. Over half (56%) of
Over half (52%) say they prefer to check their smartphone if they have any "downtime" rather than just sit and think. Among 18-30 year olds, the figure rises to over six in 10 (62%).
Over one third (37%) say they even check their smartphone if there's a lull in conversation with friends. Over four in ten (44%) say their smartphone makes their commute more enjoyable.
"People's inability to leave their phones alone is the newest addition to common 'displacement' behaviours such as smoking, doodling, fiddling with objects and picking at food. It's also an extension of 'nomophobia' - the fear of being without your mobile" says Dr
"Rather than do nothing we're compelled to turn to them for reassuring comfort. What's exciting for marketers is that, unlike most of the examples above, this mildly compulsive behaviour might be exploited to encourage purchasing, particularly as digital increasingly blurs the line between shopping and entertainment."
The research shows the impact that connected devices have on the way people shop and the way they view shopping. One in six (17%)
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.
Elkington concludes: "There's no doubt that connected devices have changed the shopping process but even how people regard it. Shopping, particularly browsing for aspirational products such as holidays or higher-value items, has become part of the evening's leisure time for Britons.
"As people are becoming more adept at using these devices, they're hopping between them - a more parallel use than the sequential method we've seen in recent years. However, smartphones are increasingly the entry point into the digital world so advertisers should consider it as the 'first date' - enticing people to find out more at a convenient time without coming on too strong in terms of information or call-to-action."
To observe when, where and how people actually use different devices, respondents wore FishEye(TM) cameras (around chest-height) which took a photo every five seconds over a three day period.
For the purposes of the data in this news release, TVs and games consoles were excluded from connected devices.
For more information:
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