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Home arrow Market Research Findings arrow Information Technology arrow More Than Half Of Britons Rely On Technology On The Move
More Than Half Of Britons Rely On Technology On The Move PDF Print E-mail
Written by Kinetic   
23 Aug 2010
Technology is playing an increasingly important role in people’s lives as 56% of Britons admit they rely on technology while on the move, according to a survey from lifestyle and environments network Kinetic.

This figure compares to 44% a year ago, an increase of 12%, and of all age groups it was the 18-24 year olds who agreed most strongly with the statement ‘technology is important in my life when I’m out and about, on the move’ - 45% agreed in June 2010 compared to 26% in August 2009, a rise of 72%. The increase was seen most notably, however, among 45-54 year olds, 32% of whom agreed with the same statement compared to 14% 10 months previously, a rise of 121%.

The older generation is known to be a late adopter of technology, which explains the significant increase.

Men still agreed with the statement more than women – 32% and 27% respectively – but the rise has been more significant among women since August 2009 when 19% agreed with the statement compared to 27% in June 2010.

Only 18% more men agreed with the statement in June 2010.

The increase in popularity of smartphones together with the release of the iPad and the prevalence of Wifi on public transport and in social areas such as coffee shops and pubs is thought to be behind the rise in the number of people using technology on the move.

Other areas explored in the panel research include people’s use of social networking, which showed 28% of Facebook users now access the site on the move – that’s more than the number of people who access it while at work.

Moving Minds also found that 24% of respondents have a Twitter account but of those, 66% said they haven’t used it in a while.

Compare that to Facebook, the most popular social networking site among Kinetic’s respondents – 74% of people have a Facebook account and of those 81% use it regularly.
The research also showed 29% of people believe mobile technology has made them less reliant on using their original workplace and 20% say their mobile phone is more important than their PC or laptop.

Crucially for brands that are looking to make the most of mobile technology in their advertising strategies, 18% of respondents said they don’t mind receiving advertising on their mobile phone when the message is relevant to their immediate environment.

The findings are part of Kinetic’s latest Moving Minds research, which helps determine ad strategies for Kinetic’s clients based on people’s behaviour and movements outside the home.

The panel is a nationally representative online sample of 500 UK adults chosen at random from a pool of quarter of a million.

About Kinetic

10 August 2010
Last Updated ( 24 Aug 2010 )
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