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Toluna Smartphone Second Screen

70% of Brits check their phone before getting up in the morning


By Ishbel Macleod | PR and social media consultant

August 22, 2014 | 2 min read

Almost three quarters (70 per cent) of Brits check their smartphones as soon as they wake up in the morning, while 32 per cent will check their phone if they wake up in the middle of the night.

The survey of 1,000 UK adults by Toluna also found that 40 per cent of connected consumers use a tablet or laptop at the same time as watching the TV, whilst 13 per cent use a smartphone.

In terms of advertising, it was found that the Internet is catching up with TV, with a similar number of consumers seeing over 20 advertisements each day (26 per cent and 29 per cent, respectively).

“As consumers use multiple devices to access the internet, it is becoming more important to understand how habits are changing,” explained Paul Twite, managing director for Toluna in the UK.

“With UK consumers active on the internet at all times of the day, and in all locations, it is important for marketers to be able to provide engaging content outside of traditional time frames. It is also vital to react quickly to trending themes and stories in order to meet the high expectations of an audience that is always switched on.”

The switched on aspect is demonstrated by the fact that over half (58 per cent) of smartphone users take a look at their phone immediately before going to bed.

But the always-on mentality is not always a good thing: 77 per cent see technology as a cause of stress.

Toluna Smartphone Second Screen

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