37% would not give up their mobile phone for a year, whereas only 16% wouldn’t give up sex For a spot of summertime fun we carried out a cheeky little survey asking people if they would give up their phone for a year. Over a third of the respondents we asked wouldn’t, instead opting to give up sex, TV, eating out and drinking! Females appear to be even more hooked on their devices, with nearly half saying they would rather forgo other pleasures than give up their mobile for a year.   It just goes to show how important the role devices play in our daily lives has become. So much so in fact, that a staggering 93% of respondents feel their life is better because they own a mobile phone. So why have we become so dependent? Devices have always been a great way for people to organise their social life and connect with friends, but it’s the growing need to be continuously connected to the Internet wherever we go that has seen the mobile device move from being a luxury to a necessity.

1. Would you give up your mobile phone for a year?
July 2012

2. Methodology
• 168 UK mobile users completed a
survey via the mobile internet
• Not nationally representative, but
representative of active mobile
users
• 69% Male, 31% Female
• 71% 18-34, 29% 35+

3. Would you give up your mobile phone for a year?
37% would not give up their mobile phone for a year, whereas only
16% wouldn’t give up sex
For a spot of summertime fun we carried out a cheeky little survey asking people if they
would give up their phone for a year.
Over a third of the respondents we asked wouldn’t, instead opting to give up sex, TV,
eating out and drinking! Females appear to be even more hooked on their devices, with
nearly half saying they would rather forgo other pleasures than give up their mobile for a
year.
It just goes to show how important the role devices play in our daily lives has become. So
much so in fact, that a staggering 93% of respondents feel their life is better because
they own a mobile phone.
So why have we become so dependent? Devices have always been a great way for
people to organise their social life and connect with friends, but it’s the growing need to
be continuously connected to the Internet wherever we go that has seen the mobile
device move from being a luxury to a necessity.

4. 37% would not give up their mobile phone for a year, where as
only 16% wouldn’t give up sex
What is the one thing you wouldn't give up for a year?
40% 37%
35%
30% 26%
25%
20% 16%
15% 11%
10%
10%
5%
0%
Your mobile phone TV Sex Drinking Eating Out
Source: On Device Research – Country UK
n = 168, 69% Male, 31% Female , 71% 18-34, 29% 35+
July 2012

5. Nearly half of females wouldn’t give up their mobile phone for a
year, men are less likely to want to give up TV for a year
What is the one thing you wouldn't give up for a year?
50% 46%
Male Female
45%
40%
35% 33%
30%
30%
25%
20% 17% 18%
15% 13%
12% 10% 12%
10% 9%
5%
0%
Your mobile phone TV Sex Drinking Eating Out
Source: On Device Research – Country UK
n = 168, 69% Male, 31% Female , 71% 18-34, 29% 35+
July 2012

6. 93% feel their life is better because they own a mobile phone, with
over half organising their social life through their phone
60% Do you think your life is better because you own a mobile phone? If so why?
50%
40%
30%
20%
10%
0%
I organise my social I can talk/message I like to be It stops my family My life is not better I can always update
life through my my friends continually worrying because I because I own a my status
phone connected to the can always be mobile phone
Internet contacted
Source: On Device Research – Country UK
n = 168, 69% Male, 31% Female , 71% 18-34, 29% 35+
July 2012

7. Females are more likely to talk/messages their friends. Both sexes
like to be continually connected to the Internet
Do you think your life is better because you own a mobile phone? If so why?
60% Male Female
50%
40%
30%
20%
10%
0%
I organise my social I can talk/message I like to be It stops my family My life is not better I can always update
life through my my friends continually worrying because I because I own a my status
phone connected to the can always be mobile phone
Internet contacted
Source: On Device Research – Country UK
n = 168, 69% Male, 31% Female , 71% 18-34, 29% 35+
July 2012

8. On Device Research uses
the mobile Internet to
gain access to consumer
opinions at any time,
place or country
www.ondeviceresearch.com
So far we’ve surveyed over 1.4 million consumers across 53 countries