A massive five-year study by Google and Kantar involving 625,000 interviews around the world found that three in four now use a smartphone, compared with 51% in 2012.
Dependence on the device is growing. Today, more than half of Brits (54%) prefer to do a task digitally, if they can and half reach for their smartphone first thing in the morning (it’s their primary alarm clock).
Two-thirds (65%) use the smartphone to go online at least as much as a computer, and 76% are using their smartphones or other connected devices while watching TV.
Meanwhile 25% of UK men - compared to only 10% of UK women - look up directions and maps on their smartphones at least weekly.
The numbers for Brits under 25 are, as expected, even higher: younger people are using their smartphones to search for information (88%), watch videos (77%), access social networks (90%), and shop (28% buy things weekly, 46% look up product information).
Increasingly, Brits are using apps to do all these things, according to Flurry Analytics’ State of Mobile report.
This heavy usage of smartphones has led to 67% of brands considering telecoms operators to be a better source of data insights than Google, Apple and Samsung, finds a survey by Ovum, commissioned by Synchronoss.
At least, this is true of the brands who are aware that telcos provide this service. The study, which surveyed 300 brands in the US, UK and France, found that nearly half (48%) of all brands are not aware that the service exists. The report points to advertising agencies for not informing clients.
As a result, Google (59%) and Facebook (52%) remain the dominant brand partners for data insights and digital advertising, overall.
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