Aiming to discover which devices are used to access the web, and the differences in how they are used, digital market research and technology company, Toluna conducted a survey that questioned a representative sample of 1,000 Australian users. A comparative study was also carried out among 500 respondents in Singapore. Additionally, the study explored what emotions are felt towards connected technology in order to discover the importance of its role in connected consumers’ daily lives.
The study indicated that a staggering 69 per cent of Australian Smartphone users check their device upon waking in the morning.
The increased use of smartphones highlights the importance consumers place on being able to access the Internet at all times, in all places. In addition to checking their smartphones first thing in the morning, 29 per cent of Australian consumers admit they check their smartphones if they wake up in the night. Meanwhile, a significant 66 per cent of Smartphone users take a look at their phone immediately before going to bed. These results highlight just how integral connected devices have become in consumers’ daily lives and how many may struggle to switch off from the online world.
“As consumers use multiple devices to access the Internet, it is becoming more important to understand how habits are changing. With Australian consumers’ activities rising across different devices, it is important for marketers to be able to provide engaging content outside of traditional time frames. It is also vital to react quickly to trending themes and stories in order to meet the high expectations of an audience that is always switched on,” explained Neil Hayes, Director, Australia & New Zealand, Toluna.
Other key findings from the Australian study include:
• Laptops (78%) and PCs (76%) are the most commonly-used devices on which to access the internet in Australia, while in Singapore Smartphones (93%) and laptops (90%) are the most common ways of accessing the Internet.
• A considerable 47% of participants multitask, using more than one device at a time, showing that Australians are more concentrated media users. Around 42% of Australian consumers use a tablet or laptop at the same time as watching the TV, whilst 15% use a Smartphone. This highlights the growing trend for consumers to be logging on to the internet while watching programmes.
• In contrast to this, 43% of users stated they do not use other devices concurrently while using their PC. The same was true for 30% of laptop users, suggesting that participants are much more engaged with online content than TV content.
• That said, TV is still the most common form of media interaction, with 57% watching more than three hours a day, compared to 42% spending this amount of the time surfing the Internet.
• Marketers should be aware that TV is still the most favourite medium in terms of exposure to advertising, with 39% of consumers seeing over 20 advertisements each day versus 29% on Internet. Social media is the platform that least ads were shown with 75% see less than 20 advertisements per day.
• There are mixed emotions when it comes to technology, with 84% seeing it as a form of happiness and 75% seeing it as a cause of stress. It appears that, having become an important part of the day-to-day life of a consumer, many find it hard to switch off.