A study by the Internet Advertising Bureau UK (IAB) showed just much people depend on connected devices, with over half (56%) of smartphone users turning to their phone for day-to-day tasks (70% among 18-30 year olds) and 52 percent going to their smartphone rather than facing "down-time" (62% among 18-30 year olds). Over 1 in 3 check their smartphone during a lull in the conversation and 44 percent while they commute. People in general use some form of connected device 34 times per day. The study was conducted by Firefish using interviews among 1,350 smartphone owners and 700 hours of video footage from people wearing FishEye cameras, which take a picture every five second over three days. Over one-third (34%) say their smartphone is a "lifesaver", with the number rising to 52 percent among 18-30 year olds. Respondents used a connected device an average of 2.12 hours per day, using at least two, if not three, devices 46 percent of that time. The IAB also saw a broad pattern in how people use their devices. In the morning, they get information such as weather and travel; in the afternoon, they undertake specific tasks such as banking or paying bills, while in the evening, they focus on entertainment, including shopping. One is six (17%) said that connected devices said their phone played some role – browsing, researching or buying – in a purchase made in the last fortnight. Around two-thirds say they initially research the product online, then go to a high-street shop before buying online, with older people doing this even more (70%). Around 41 percent often shop online when they are bored, rising to 58 percent among 18-30 year olds.