Over half of Brits say they struggle to imagine life without a mobile phone according to IAB research
Research from the Internet Advertising Bureau (IAB) has uncovered that 62 per cent of Brits struggle to imagine life without their mobile phone.
The study - conducted by research agency Crowd DNA - into global usage patterns and how people will be using technology in the near future surveyed consumers from the UK, US and South Korea.
Brits were revealed to have the strongest emotional connection with their mobiles with 59 per cent of UK consumers claiming “they couldn’t live without their mobile” as opposed to 53 per cent of Americans and 31 per cent of South Koreans.
South Korean users were found to use their mobiles to go online more than the UK and the US, 28 per cent of South Korean’s compared to 23 per cent and 13 per cent for the UK and US respectively. Only 26 per cent of South Korean respondents claimed to be satisfied with their mobile devices, in comparison to over half (51 per cent) of Brits, suggesting their technology expectations are higher than that of UK consumers.
In terms of tablet use the UK was found to be ahead of both the US and South Korea with 35 per cent of UK respondents using a tablet on a daily basis, compared to 31 per cent in the US and 15 per cent in South Korea.
Of those surveyed, the IAB’s findings revealed that mobile wallet’s, mobile optimised websites and cloud based storage were the mobile technologies which appealed to consumers the most in terms of future usage. Almost three quarters (74 per cent) of UK consumers cited the mobile wallet as an appealing new concept.
Speaking of the findings, IAB’s senior mobile manager, Alex Kozloff, said: “It surprised us to see that the UK was actually leading the way in tablet usage out of the countries we surveyed. This is further proof that advertisers and publishers must make mobile and tablets an integral part of their strategy.”
Crowd DNA managing director, Andrew Crysell, added: “The IAB presented us with a great opportunity to produce a striking piece of research work - one which clearly demonstrates that mobile, remaining a device that we all have very strong personal connections with, is viewed as increasingly powerful by consumers.
“People are demanding more and more from their mobiles and tablets. The pressure is definitely on brands and media owners to really deliver in this area, and this research provides valuable pointers.”
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Internet Advertising Bureau (IAB)
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners, publishers...
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