The IPA’s TouchPoints Daily Life survey has incorporated passive measurement of both smartphones and tablets in all three annual surveys since 2015, and illustrates well how passive data can complement survey data to give a rich picture of online use in the context of other media consumption, daily activities, location, and mood.
Focusing on the usage of smartphones and tablets, Passive Perceptions uncovers how passive measurement works and what the key benefits are to the technique.
- People spend an average of 104 minutes a day using apps and websites via smartphone, compared to 61 minutes via tablet,
- App usage is nearly twice as high on smartphones than tablets,
- Smartphones tend to have more apps than tablets,
- 60% of time online is spent across social, games, email, and media,
- Instagram continues to grow, despite the plateau of other social media sites,
- Bespoke surveys which combine passive with additional data achieve better results.
Essential Digital Skills UK 2021
For the third year, Lloyds Bank commissioned Ipsos MORI to research the ‘Essential Digital Skills’ of the UK adult population and has launched the results from the first wave of research since the start of the COVID-19 pandemic. This research is conducted on behalf of the Department for Education and follows the launch of the Consumer Digital Index earlier in the year, which measures the digital and financial lives of the UK population.
Understanding child safety and video gaming with GameTrack
Ipsos MORI has undertaken research on behalf of the Interactive Software Federation of Europe (ISFE) to explore how children aged up to 15 years old are using communication features when playing videogames and how parents are controlling and monitoring this online interaction to help safeguard their children.