newsroom

Smart devices increasingly influence out of home behaviour as ownership sees Christmas surge

January 19, 2012

Smartphone ownership in the UK is on track to hit 70% in 2012, the latest wave of research into our mobile, tablet and social media habits by Out of Home lifestyle and environments agency Kinetic Worldwide, has found.

Kinetic’s study shows more than half (53%) of UK consumers now own a smartphone while 15% say they are likely to buy one in the near future (see charts below).

The study carried out between the 28th and 30th of December, also found 13% of British adults now own a tablet computer (a leap of 2% over Christmas) and 24% are planning to buy one soon. Tablet ownership is highest amongst 35-44 year olds; 19% of this age group now own one compared to just 2% of over 65s.

Kinetic’s latest research into consumers’ behaviour on the move, demonstrates how the growing number of smart mobile devices in use, is changing consumers’ relationship with technology. It found 70% of tablet owners use their devices while outside the home; 61% using them while commuting, 52% while on holiday, 39% in pubs, bars and restaurants, compared to just 31% at work.

The study tracked a significant increase in the number of social media users who now log in to Twitter through their mobile devices (now 68% up from 52% of subscribers) and LinkedIn (now 32% up from 16%). Facebook usage via smartphones and tablets remained stable at around 50%.

Awareness of emerging mobile technologies is also rising rapidly; 61% of consumers say they are aware of location-based mobile services up from 51% in October. Awareness of Google’s Goggles service doubled to 40% between October and December. Knowledge of technologies such as augmented reality and Near Field Communications (NFC) also increased (see chart below).

Kinetic’s research also indicates that projects designed to make WiFi more widely available in public places will have a significant impact on people’s attitudes to mobile computing: 61% of respondents said they would be less reliant on their PC if WiFi was more widely available; 38% said they would use their smart mobile device to shop online; 37% said they would do more work while on the move and 24% said it would encourage them to get out more.

Nick Mawditt, Global Director of Insight and Marketing at Kinetic Worldwide commented: “We are seeing a correlation between increases in smartphone ownership and changes in people’s relationship with a growing range of mobile technologies and uses. As we near a point where the vast majority of consumers own a smartphone or tablet, UK consumers increasing expect to access entertainment or information and make online purchases influenced by what they see while they are out and about.”

View the full summary of December's Kinetic Panel results here.