Daily gadget usage levels see a 31% increase in five years
80% of smartphone owners never separated from their smartphone
December 2nd 2013. Findings revealed from new research commissioned by Affinion International, the leading global provider of customer loyalty and engagement products, have highlighted the extent of Britons’ dependence on personal gadgets. The average consumer now spends over four hours per day using the various gadgets they own for personal, non-business related tasks – equivalent to an annual total of 60 days per year. The report compiled by retail research specialists Conlumino finds that the average consumer’s daily gadget usage has seen an increase of an hour compared to just five years ago, and an increase of two and half hours compared with ten years ago.
The findings have revealed the strong sense of dependence that Britons have for their personal gadgets and devices such as smartphones, tablets, MP3 players, laptops and e-readers.
Today’s “always on” culture means that consumers spend the vast majority of their time connected to the world via these devices in one way or another, with eight out of ten confessing that they are never parted from their smartphone.
Smartphones have emerged as the most popular gadget, with 29 per cent of people ranking them as number one in terms of importance.
Accordingly, many consumers worry about losing their smartphone, and 65 per cent say they would much rather lose other belongings – such their wallet, their credit card, their watch or their jewelry, or even £100 in cash – than their smartphone.
The reasons for this vary, with 54 per cent worrying about losing their smartphones principally because of loss of important data and 49 per cent concerned mainly about personal or sensitive information falling into the wrong hands.
Based on consumers’ answers to multiple choice questions, where more than one answer was possible
However, despite the high value that people attach to their gadgets, only a minority are protecting themselves against potentially expensive loss and damage.
Even though 87 per cent of respondents said they would not like to live without their smartphone, under a third of people have it insured.
64 per cent of people do not have any of their gadgets covered by an insurance policy, despite 41 per cent of respondents worrying about losing their devices and 25 per cent worrying about being mugged.
Commenting on the findings, Affinion International’s senior vp for Northern Europe, Giles Desforges, said, “The massive increase in the amount we’re using our gadgets reflects how versatile and portable devices such as smartphones have become.”
“People now use their gadgets on the go and while doing other things like watching TV, eating and socialising.”
“What’s surprising, however, is that even though people seem to value their gadgets more than anything, relatively few people have insurance in place.”
About the research
The report entitled ‘The World of Gadgets’ was compiled using a combination of consumer research, secondary research and market forecasts. Consumer research was based on a survey conducted with a UK nationally representative poll of 2,010 consumers interviewed during August 2013. All numbers relating to expenditure and forecasting expenditure of gadgets are taken from Conlumino’s retail model, which is updated on an ongoing basis with inputs from official sources (such as the British Retail Consortium and the Office for National Statistics), retailers’ results and trading updates, industry surveys, underlying economic drivers and Conlumino’s own ongoing research into consumer spending and habits.
About Affinion International
Affinion International, a division of Affinion Group, provides a wide range of protection and lifestyle products that offer value to consumers whilst building additional revenue streams and increased customer-to-brand loyalty and engagement for its partners. The division is made of more than 1,200 employees and offers services in 17 countries throughout Europe, Africa and South America. Over the past 15 years, Affinion International has built an impressive client base that includes 13 of the top 20 EU banks and many of Europe’s premier brands in travel and retail.
Conlumino is a retail research agency and consulting firm, focusing on all aspects of retailing and consumer behaviour. They work with many of the world’s leading retailers, property firms and those in the financial sector to help them maximize success through developing a thorough understanding of the sector and its likely future performance. They also work with many retail suppliers, from manufacturers to professional services firms.