In the latest quarterly update of the Ipsos MORI Tech Tracker smartphone usage is seen to increase when children are preoccupied, with social media as the stand out activity across all age groups. Surprisingly, eating dinner is the situation were mobiles and tablets are used the least by both parents and children. Only 7% of children are permitted to use a smartphone or tablet at the dinner table, and 8% when out for a family meal.
Smartphone ownership is almost universal amongst AB’s under the age of 44, though Android and iPhone ownership remains stable vs. previous waves. As well as increased ownership of smartphones, their capabilities continue to increase with 73% of smartphone owners using their device to read or send emails in the past 3 months.
At Ipsos Connect, we have been tracking Media, Content and Technology trends since 2006, providing robust and in-depth insight into tech ownership, internet access, content consumption and the connected home. Each quarter we share our findings with our clients and are delighted to invite you to view or download our report and interactive brochure.
Our most recent wave of fieldwork was conducted, using our face-to-face omnibus. We talked to a representative sample of circa 1,000 consumers from across Great Britain, including: (Circa)
- 500 tablet owners
- 650 smartphone owners
- 600 social networkers
- 410 gamers, including 250 Wii owners; 100 PS3 owners and 150 Xbox 360 owners.
Technology Comes to Shape us. Let’s Act on it!
It’s obvious that we have been using technology for centuries to shape our lives. But in order for a brand to succeed, it is at least as important to understand that the opposite happens just as well. As philosopher Alva Noe states: "Technologies organize our lives in a way that makes it impossible to imagine this life in their absence, they make us who we are."