Young people use their mobile phones every other minute they are awake, averaging 387 times each day.
This is according to the findings of new data captured as part of the IPA TouchPoints survey, which analysed the smartphone usage habits of 1,159 device owners over the age of 15.
These individuals were required to download an app that passively measured their typical smartphone behaviour over a four-week period. This established that younger people are more likely to make more frequent use of their device than adults.
It was noted that the average 387 uses per day for young people is around 46 per cent more than the average figure for all adults, which stood at an estimated 264 times.
This comes in the wake of a study from UK telecoms regulator Ofcom, which found that two-thirds of UK adults now own a smartphone – and this figure increases to 90 per cent for those aged between 16 and 24. It also revealed that the smartphone has overtaken the laptop as the most common device for getting online.
IPA's study indicated that 68 per cent of smartphone usage is done at home, rather than while out and about. This is in spite of the convenience of mobile that makes it possible to access the internet from almost any location. IPA pointed out that this could be seen to emphasise the personal nature of the devices, where laptops or media tablets like the Apple iPad are more likely to be shared among several users.
Around 40 per cent of all video streaming from a smartphone occurs on a weekend – and Sunday is also the day when people are most likely to access social media websites like Facebook or Twitter. Access to these sites was found to peak between 1:30pm and 2pm.
In terms of brands, eBay and Amazon are the most popular, being regularly accessed by 45 per cent and 43 per cent of users respectively. However, Amazon edges past eBay in terms of popularity among the over-65s, being almost twice as popular as the online auction site among this demographic. 41 per cent of smartphone users over the age of 65 make regular use of online betting services, compared with just 26 per cent of those aged 15 to 24.
Sue Unerman, chief strategy officer of marketing MediaCom and author of Tell the Truth, welcomed the report as offering valuable insight into the smartphone usage habits of a broad population sample. She suggested advertisers are likely to capitalise on these trends.
“Every moment now is a point of sale and an opportunity to earn shares for a brand's content or advertising if they deserve it. It will also gradually but profoundly change people's expectations of communications from brands.”
Co-founder of women's marketing agency SheSays Laura Jordan Bambach explained that the data shows how important smartphones have become to people's lives.
“Looking at the report from a creative point of view, the mobile space feels more like an augmentation of your everyday experiences, plans and thought processes,” she commented.