80% of 16-34 year olds use a smartphone in their purchase journey

Ipsos Connect's Tech Tracker is a quarterly, GB nationally representative research survey which measures the emerging trends and developments in technology.

The author(s)

  • Prachi Jain Ipsos Connect, UK
  • Eda Koray Ipsos Connect, UK
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In the latest quarterly update of the Ipsos MORI Tech Tracker 80% of 16-34 year olds used a smartphone during their purchase journey but only 40% of 35% year olds do the same. They prefer using either a PC, laptop or tablet. 40% of 16-34 year olds have used a smartphone to buy a product, this number drops to 15% for 35+. Overall, GB households who use a smartphone during their purchase journey are most likely to buy clothes via this device (56%).

Internet usage remains high with nearly 90% but continues to be significantly lower for the lowest social grade and those over 65. Only 35% of DE females have accessed the internet in the last 3 months. This group is unsurprisingly also among those least likely to own a smartphone (16%) with only males from the same social grade being less likely to own one (14%).

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)

  • 100 tablet owners
  • 450 smartphone owners
  • 400 social networkers
  • 400 gamers, including 250 Wii owners; 100 PS3 owners and 150 Xbox 360 owners

The author(s)

  • Prachi Jain Ipsos Connect, UK
  • Eda Koray Ipsos Connect, UK

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