Digital Addiction to Technology and Media Consumption and what it means for Marketers People are using their #smartphones more and more often, and a love-hate relationship is developing into addiction and behaviour changes. We undertook a study to better understand resulting changes in media consumption. Using Toluna QuickSurveys™, our DIY web-based survey tool, we received data within hours and used ‘Ask the Nation’ to weight by age, gender, region and income to match the population. View more here: http://www.toluna-group.com/about-toluna/learning-center/tolunatopics

1. TOLUNA
TOPICS
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And… what they’re using their pc/smartphones for differs as well.
Digital Addiction to
Technology and Media Consumption
and what it means for Marketers
People are using their smartphones more and more often, and a love hate relationship
is developing into addiction and behaviour changes. We undertook a study to better
understand resulting changes in media consumption.
Using Toluna QuickSurveys™
, our DIY web-based survey tool, we received data within
hours and used ‘Ask the Nation’ to weight by age, gender, region and income to match
the population.
Interestingly, when we look
at the impact of advertising,
younger people are less
susceptible to advertising
and this correlates to the
behaviour seen by
‘The Addicts’ as well.
When we look at media usage,
its clear that it differs mainly
by age, not gender.
A generational snapshot of how people consume media
Age 35 - 54
Potentially addicted
Age 55+
Potentially addicted
Age 18 - 34
Potentially addicted
Technology is an addiction for the younger generation
Advertising Recognition Varies
Survey included addiction battery created by psychologists at East Carolina University.
The battery is a combination of attitudinal and behavioural indicators.
This study fielded on March 4 in the US to 1000 respondents and data
was weighted based on age, gender, and region to mirror the population.
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0 hrs
2h 43m
3h 25m
3h 5m
1h 55m
1h 22m
51m
1h 5m
57m
11m
25m
2 hrs1 hrs 3 hrs 4 hrs
Surfing web (all devices)
Social media
TV watching
Radio listening
Reading Newspaper
Age 18 - 34 Total = 8h 26m Age 35+ Total = 7h 33m
Via Smartphone Via PC/ Laptop
Playing games
Navigation
Checking the weather Watching TV/ film
Surfing the internet
Accessing social media
Reading the news
Watching video clips
Banking
Listening to music
Accessing social media
Reading the news
Banking
Listening to music
Searching contact detailsSearching contact details
Watching video clips
Age 18 - 34
Age 35+
The Addicts
100%
95%
90%
85%
80%
75%
70%
65%
60%
TV The Internet Social
Media
18.9% 8.6%30.0%
BothAge 18 - 34 Age 35+