Thursday, 19 July 2012

Data on UK smartphone usage

"Four in ten (39%) adults now own a smartphone, a 12 percentage point increase on 2010. Forty-two per cent of these now say that their smartphone is the most important device for accessing the internet, with over four in ten (42%) regularly using social networking sites and half (51%) using e-mail.
Ofcom’s continued research also suggests that smartphones are leading to a substitution between devices. Owners say they are using PC and laptops less for a range of activities since getting a smartphone, including watching video clips (51%) and sending messages (47%).
Overall, the time spent using the internet on mobile devices is up by a quarter (24.7%) year on year, with the overall volume of mobile data consumed doubling in the 18 months to January 2012.
Smartphones are changing people’s shopping habits, encouraging online bargain hunting – or Robo (Research offline buy online) shopping.
Over half of smartphone users claim to use their phone in some way when out shopping.
This includes taking photos of products (31%), making online price comparisons (25%), scanning bar codes to get more product information (21%), reading product reviews online (19%) and researching product features (19%)."
Full report here

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