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IPA TouchPoints5 reveals new insights into emerging technology

Emerging screen-based technologies, such as smart phones and tablets, are changing the way the UK population communicates, shops and consumes news and media, according to the latest IPA TouchPoints5 data (published today, 27th March 2014).

27/03/2014

The TouchPoints5 data reveals that a growing proportion of our communication time is now conducted online; 12% is spent social networking – up from 5% in 2012 and 12% is spent emailing – up from 6% in 2012*. In addition, the percentage of adults that now use the internet each week has increased from 80% in 2012 to 86% and the time they spend on it has risen from 1 hour and 56 minutes in 2012 to 2 hours 27 minutes per day in 2014.

Coupled with these increases, the new data reveals that almost half of consumers, 48%, now own a smart phone while over a quarter, 27%, own a tablet and 38% either own one or have the use of one within their homes.

It also shows how long consumers are using their smart phones and tablets for and the various ways in which they are using these platforms in comparison to the more traditional ones, as well as the extent to which these new trends are being spearheaded by the 15-24 age groups:

Being connected:

• In terms of the total time we spend on the internet each week, 54% is now via a laptop or desktop, 31% via a smart phone, 11% via a tablet, 2% through a smart television and 1% through a games console.

• 29% 0f adults are using a tablet each week for a daily average of 52 minutes, compared to 32% of 15-24s for an average of 49 minutes.

• 49% of all adults use a mobile phone for any other activity aside from talking and texting each week for an average of 1 hour and 30 minutes per day, compared to 78% of all 15-24s using a mobile phone each week, aside from talking and texting, for an average of 1hour and 52 minutes per day.

• This is in addition to 74% of all adults who use a desktop or laptop each week for an average 1 hour and 42 minutes per day, compared to 86% of all 15-24s using a desktop/laptop each week for an average of 1 hour and 42 minutes.

• All the activities we conduct online are increasing; emailing is still the dominant activity with over 80% of adults emailing each week, followed by over 70% of adults who say they are using the internet for ‘browsing products and services each week.'

Social networking:

• 54% of all adults now use a social networking site each week, up from 44% in 2012. On average each user is connected for 9 hours and 56 minutes, up from 6 hours and 39 minutes each week.

• 39% of all adults use a laptop/desktop to social network, 34% use a smart phone, 15% use a tablet and 2% use a games console.

• 66% of all 15-24 year olds use a laptop/desktop to social network, 67% use a smart phone, 23% use a tablet and 5% use a games console.

• 15-24 year olds are 69% more likely to social network through a laptop/desktop and 97% more likely to social network through a smart phone than an average adult.

Watching television:  

 • Over the course of a week, 97% of consumers use a traditional TV set to watch TV, 13% use a laptop/desktop, 8% use a TV with an internet connection, 5% use a tablet and 4% use a smart phone to watch television.

• This compares to 95% of 15-24 year olds watching TV on a traditional TV set, 27% using a laptop/desktop, 9% using a TV with an internet connection, 8% using a tablet and 8% using a smart phone each week -  15-24 year olds are more than twice as likely to use a both a laptop/desktop and a smart phone to watch TV compared to the average adult.

• Of the 3% of time spent watching television not through a television set, 44% is via a laptop, 25% via a Smart TV, 17% through a tablet and 6% each through a smart phone or a games console.

• Over half of all adults (54%) and three quarters (79%) of 15-24s claim to double screen i.e. use the internet whilst they are watching the television over the course of a week.

• We are watching more VOD these days– the percentage of adults accessing VOD has risen from 46% in 2010 to 59% in 2012 to 67% in 2014. 38% of us now use a VOD service each week this rises to 56% for 15-24 year olds.

• 14% of all adults watch user generated online video content this rises to 80% of all 15-24s.

Reading:

• Of the 12% time spent reading newspapers/magazines not done in print, 48% is on a laptop/desktop, 29% on a smart phone, 20% on a tablet and 3% through an e reader.

• During the course of the week, 54% of all adults read a newspaper or magazine in print, 8% read on a laptop/desktop, 6% read on a smart phone and 4% read on a tablet.

• Whilst, 33% of 15-24 year olds read a newspaper or magazine in print, 9% read on a laptop/desktop, 9% read on a smart phone and 3% read on a tablet - a lower proportion of 15-24 year olds are reading a newspaper or magazine in print compared to an average adult, however a higher proportion are reading on a smart phone than an average adult.

• The average adult is 64% more likely to read a newspaper or magazine in print than the average 15-24 year old. However 15-24 year olds are 50% more likely to read a newspaper on a mobile phone than the average adult.

Listening to radio: 

• Of the 6% of time spent listening to the radio not via a radio or TV set, 50% is via a desktop or laptop, 29% through a smart phone and 9% through a tablet and 6% through a smart TV set.

• During the course of a week, 75% of all adults listen to the radio on a radio or TV set, 9% listen on a laptop/desktop, 9% listen on a smart phone and 4% listen on a tablet.

• 62% of 15-24 year olds listen to the radio on a radio or TV set, 13% listen on a laptop/desktop, 17% listen on a smart phone and 4% listen on a tablet. A lower proportion of 15-24 year olds listen to a radio via traditional means, however a higher proportion listens via a laptop/desktop or a smart phone.

• Adults are 20% more likely to listen to the radio on a radio or TV set than the average 15-24 year old, however 15-24 year olds are 89% more likely to listen on a smart phone, and 44% more likely to listen on a laptop/desktop than the average adult.

Shopping:

• We are shopping more online these days.  In 2012, 92% of our shopping was in person/in store, this has fallen to 90% in 2014 – we now do 5% of our shopping via a PC and a further 2% are via our smart phones and 2% via our tablets and 1% on other.

Additional ways consumers are using smart phone and tablets (excluding media consumption):

• In terms of the types of apps used by device, instant messaging, photo-sharing, mapping, music, personal health, location based and augmented reality apps are used more on mobiles compared to tablets whilst television apps, shopping, book readers, film and cinema apps are more heavily used on tablets.

• 22% of adults use their smart phone for looking for local deals, offers and vouchers

• 30% of all adults (35% of all 15-24s) use their smart phones for locating places using GPS

• 8% of adults and 10% of 15-24s use their smart phones for reading /scanning QR codes

• 4% of adults and 5% of 15-24s use their smart phone for augmented reality i.e.  enhanced engagement

• Only 6% of adults claim to have NFC (Near Field Communication) on their phone although 26% do not know if they have or have not got NFC on their phone.

Says Lynne Robinson, IPA Research Director, IPA: “Our lives are changing at an unprecedented rate, and as the new TouchPoints5 data clearly shows us, emerging technologies are revolutionising how we communicate, how we entertain ourselves, and how we spend our time and money. These changes are been spearheaded by the younger age groups whose mobile devices are the dominant force in their lives.”

For more information and to subscribe to TouchPoints5:

Visit http://www.ipa.co.uk/touchpoints where you will be able to explore consumer behaviour via the TouchPoints Life Mapper which looks at consumers' daily activitites, how much time they are spending on them, and what they do next. The lite version is free and available to all, the more in-depth version is for subscribers only.

You can also join the conversation on Twitter #IPATP /#TouchPoints

Or contact Belinda Beeftink, IPA Deputy Research Director: belinda@ipa.co.uk

About TouchPoints

The IPA TouchPoints provides communication strategists with a consumer-centric planning tool which analyses how people are using the increasingly wide range of media available to them and how this usage fits in to their lifestyles.

TouchPoints was first launched in 2006, followed by a second survey in 2008, a third survey in 2010, the fourth survey in 2012, and now the fifth. TouchPoints5 has been extensively updated notably to measure media consumption by device.

The survey has been emulated by many countries around the world, including France, Italy, Denmark, Switzerland and the USA.

It is designed to be used as both a stand-alone survey and a hub survey which allows other media research currencies and surveys such as BARB, NRS, RAJAR, TGI etc. and proprietary surveys to be integrated onto it.

The survey, conducted by Ipsos MediaCT, questioned 5,100 adults aged 15+ through a substantial self-completion questionnaire and an e.diary that collected data every half hour for a week on how they were spending their time, their opinions, and the role of media in their lives.

*TouchPoints4 Survey in 2012

Last updated 27/03/2014


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