TOUCHPOINTS5: THE POWER OF PASSIVE DATA

March 2015

IPA.CO.UK

TOUCHPOINTS5:

THE POWER OF PASSIVE DATA

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Contents 1. Executive Summary ............................................................................. 1

2. Introduction ....................................................................................... 3

3. Methodology and sample ....................................................................... 4

4. What are people doing on their smartphones .............................................. 6

A. Communication ........................................................................... 9

B. Social Media .............................................................................. 12

C. Media Content ............................................................................ 15

D. General Commerce ...................................................................... 18

5. How are they using their smartphones ..................................................... 21

Online vs. offline use ....................................................................... 21

Apps v browser .............................................................................. 21

Location ...................................................................................... 21

Use as a second screen ..................................................................... 22

6. Going forward ................................................................................... 23

Annex A. Taxonomy for Passive Data in TouchPoints5 ..................................... 24

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TouchPoints5: The Power of Passive Data

1. Executive Summary

Passive monitoring of mobile phone use allows us to understand more accurately what people are doing on their phones, for how long and by what means without relying on the claims or memory of a user. Focusing on Communications, Social Media, Media Content and General Commerce, this report considers this passive data and also how its impact can be enhanced by combining it with attitudinal or behavioural elements captured through the TouchPoints survey.

Key highlights:

Overall use

On average, young people use their phones every couple of minutes Adults use their phones for an average of 264 times a day, including voice calls and texting. This increases to 387 sessions for 15-24 year olds which, when the amount of time they are awake is taken into account, is equivalent to using their phones every other minute.

Men are more likely to access sports information but women are more likely to access health and fitness sites The most used functions on a mobile are phone (voice calls or texting) and the built-in facilities (e.g. camera, calendar). There are some differences according to gender, for example, men are more likely to access information about people taking part in sport whereas women are more likely to access information about their own fitness.

A. Communications

Mobile phones are primarily a communication device Despite the multiple uses and internet access available on a mobile, they are primarily a communication device with around half of time spent on these devices being used for engaging with other people, increasing to 57% of time among young people.

Smartphones are least like to be used for communications at a weekend Using a phone for communication peaks on a Thursday evening as people begin preparing for the weekend. However, the need to communicate at a weekend drops with the lowest communication activity occurring on a Saturday and Sunday.

B. Social Media

Over half of young people in the sample use WhatsApp The free messaging service WhatsApp is the most used messaging service with over two-fifths of smartphone users in the sample using this service. This increases to 53% of young those aged 15-24.

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Use of communication apps may not always be good for us Being accessible by and available on a range of technology communication methods may be affecting the amount of time people relax. For example, 63% of adults think there aren’t enough hours in the day but his increases to 82% of those who use Skype. Similarly, young people who use WhatsApp are more likely to say they are feeling more stressed these days.

Nearly nine in ten access social networking sites Ninety two per cent of the sample accessed social media, primarily driven by social networking sites such as Facebook.

Almost three quarters of young people use either Instagram or Snapchat Photo sharing sites are more likely to be used by 15-24 year olds with Instagram or Snapchat being the preferred brands. Cool Iris is the brand favoured by older users of this type of social media.

Sunday is the most likely day to access Facebook on a mobile Although people are less likely to use communications in general on a mobile at weekends, Sunday is when people are most likely to use Facebook this way especially for those with a large number of Facebook contacts.

C. Media Content

Three out of four use smartphones to view streamed AV content On average people spend nine minutes each day accessing some form of media content on their mobile phones. This is most likely to be streamed AV content with three quarters of those in the sample accessing this type of content, increasing to 84% of 15-24 year olds.

YouTube is the most popular destination for streamed AV content The availability of short clips on YouTube is likely to be behind the popularity of this service for AV content on mobiles with almost two thirds of adults (64%) accessing content via this brand.

D. General Commerce

25-44 year olds are most likely to access retail sites via their phones Over three quarters of adults accessed general commerce apps or browsers in the sample period. This is particularly driven by the 25-44 age group who are the most likely to access sites offering a range of different types of products such as eBay or Amazon. Younger people are most likely to access sites selling tickets for events.

Amazon is twice as popular as eBay for older smartphone users Although eBay and Amazon are accessed by a similar amount of adults overall (45% and 43% respectively), those aged over 65 are twice as likely to use Amazon as eBay (31% v 15%).

Mobile phones are used most often at home rather than when mobile Despite the name, most mobile phone use is when users are at home with 68% of activity carried out in the location.

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2. Introduction

Mobile phones are now a fixture of everyday life: at the start of the millennium, half of UK adults claimed to own a mobile phone; fourteen years later this stands at 93% of adults 1 . A large majority of these are ‘smartphones’ (61% of adults own a smartphone 2 ), allowing users to access the internet from wherever they are. Smartphones3 are also used to facilitate a vast array of other activities by offering a seemingly unlimited range of functions and apps such as a camera, travel and weather apps, a calendar to organise your day as well as apps that allow you to order your groceries on your way home.

As the range of technology devices and their capabilities increases, people are spending more of their time using media and communication sources through multiple access points. To understand this behaviour and consumer attitudes towards personal use of media and communications devices, IPA developed the TouchPoints survey. Launched in 2006, TouchPoints has been repeated every two years4 and offers a deep insight into consumer behaviour and activities in half hour segments across a seven day period.

Using this research, we can understand a considerable amount about what people do from the moment they wake up to when they go to bed at the end of the day. We also know what they think about the technology they use. For example, just over half (56%) of those with a mobile phone agree they could not imagine life without this device increasing to 72% of smartphone users. Over half of smartphone users (51%) say they never turn off their phones, increasing to 58% of 25-34 year olds.

In addition to claimed behaviour and attitudes, for the first time TouchPoints5 utilised passive mobile measurement to provide a comprehensive overview of all activity taking place on a smartphone. Using an app downloaded to the respondent's own smartphone, a reading was taken every 10 seconds to capture all smartphone activity over a 28 day period. This pioneering research enables us to consider consumer attitudes in conjunction with actual mobile phone use.

Focusing on this passive data, this report provides an overview of how mobile phones facilitate daily life.

Ofcom Communications Market Report 2014 lbidThroughout the remainder of this report the term ‘mobile phone’ will be used to refer to smartphones4 From 2015 the Touchpoints survey will be carried out annually

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3. Methodology and sample

TouchPoints is based on a representative sample of c5,000 adults aged 15+, living in Great Britain. Each respondent is asked to complete a paper questionnaire covering aspects such as attitudes, product ownership, shopping, media behaviour. In addition, they also keep an e-diary detailing their activities on a half hourly basis over a seven day period

A new element added within TouchPoints5 was among a sub-sample who downloaded an app onto their smartphone which passively measured their mobile phone behaviour over a four-week period.

In total, 1,159 TouchPoints5 participants installed the passive app on their phone which returned at least 21 days of passive data out of a 28-day period. 690 participants were Android, BlackBerry and Symbian users who, in addition to the 28-day period, returned passive data in the same 7-days they completed the e-diary and the self-completion questionnaire.

For the remainder of the participants (469), their passive data collection period did not overlap with the week they completed the e-diary and the self-completion questionnaire. The vast majority of these participants were iOS users.

There are differences in the demographics of the iOS sample and the Android, Blackberry and Symbian users. These differences may impact on any findings when only looking at the 7-day sample who are Android, Blackberry or Symbian smartphone users. The three charts below illustrate some key differences in terms of gender, age and socio-economic classification. Although the full sample is evenly split between male and female, the Android, Blackberry or Symbian users are more likely to be male compared to iOS users – 54% v 45% (Figure 1).

When we consider age, figure 2 shows that 55% of iOS users in the sample are under 35 compared to around half of the Android, Blackberry and Symbian users (49%). There are also differences in the socio-economic status with around a third (32%) of iOS users classified as AB compared to 28% of the other users in the passive data sample (Figure 3).

Figure 1 Gender profile of passive data participants

Source: TouchPoints5

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Figure 2 Age profile of passive data participants


Figure 3 Socio-economic profile of passive data participants


In order to make sense of the passive data, the different uses of a mobile phone have been organised into 15 distinct categories (Figure 4). These are then broken down into a further 101 sub-categories (e.g. email or clothing/fashion) and then into 484 specific items (e.g. Outlook or Asos). The full taxonomy is available in the appendix. The main emphasis of this report will be the Communication, Social, Media Content and General Commerce categories.

Figure 4 Defined categories of mobile phone uses

Category

Phone

Communication

Social

Games

Media content

General commerce

Search and portals

Sports and gaming

Technology commerce

General interest

Reference

Travel

Personal finance and real estate

Health

Other

Utility

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4. What are people doing on their smartphones

Mobile phones are more than just portable telephones: they enable text communications via SMS or email, they can connect to the internet through wifi or data networks, they can be integral to leisure time such as providing games or recipe apps and they also offer calendar and camera tools. This section looks at the use of the different categories and how they differ by age.

Overall use

Mobile phones have become such as necessity to everyday lives that people use them for an average of 264 times each day including voice calls and texting. They are even more of a permanent fixture for 15-19 year olds with this age group carrying out an average of 387 activities each day on their smartphone. Unsurprisingly, in general, the older people are the less likely they are to use their phones as often each day. Figure 5 shows that the highest average number of sessions per day is among 15 year olds at 420. Findings from the TouchPoints5 diary indicates that young people are asleep for an average of 10 hours each day; coupled with the passive data for 15 year olds, this suggests that on average they use their mobile phones every other minute they are awake.

Figure 5 Average number of daily sessions on a mobile phone, by individual age

Base: TouchPoints5 7-day passive data sample

Mobile phone use by category

Figure 6 shows how many people in the sample used functions within each of the overall categories across the period. The most used facilities on a smartphone are the phone (voice calls or texting) and the built-in utilities (e.g. alarm, camera, calendar) with almost all participants using these across the 28 day period. The

On average, young people use their phones every couple of minutes

Men are more likely to access sports information but women are more likely to

access health and fitness sites

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communications facilities such as email or messaging are also used by the majority of participants.

Ninety two per cent of participants accessed media content on their smartphones across the period, increasing to 97% of those aged 25-34. Those aged 45-64 are the least likely to access media content this way though it is still used by over two fifths of these age groups.

Social media apps and sites are most likely to be accessed by young people with 97% using their phones this way, increasing to 98% among 15-19 year olds.

There are some differences in use according to gender. For example, 68% of women access games on their phones compared to 63% of men; men are more likely to access sports content this way (29% v 19% of women); and women are more likely to use their phones to access medical or fitness advice (39% v 22% of men).

Figure 6 Monthly reach of each category of passive data, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

Phone 100% 100% 100% 100% 100% 99% 100%

Utility 100% 100% 100% 100% 100% 98% 100%

Communications 96% 97% 97% 95% 94% 94% 88%

Other 95% 97% 97% 95% 93% 90% 97%

Technology commerce 94% 95% 95% 93% 94% 88% 91%

Reference 94% 95% 95% 93% 93% 93% 90%

Media content 92% 95% 97% 91% 84% 83% 91%

Social media 92% 97% 95% 93% 86% 75% 79%

Search and portals 86% 89% 88% 87% 86% 77% 72%

General commerce 76% 77% 84% 79% 69% 58% 54%

Games 65% 73% 68% 69% 57% 45% 36%

Personal finance 52% 52% 64% 50% 40% 43% 36%

General interest 33% 35% 38% 33% 27% 20% 17%

Sports and gaming 32% 26% 33% 37% 29% 35% 41%

Health 30% 34% 37% 30% 22% 16% 18%

Travel 21% 21% 24% 21% 18% 20% 7%

Base: TouchPoints5 28-day passive data sample Ranked by Adults 15+

On average, adults spend 83 minutes each day on their mobile phones. Although smartphones can be used as a tool to engage in and access information on all of the

Mobile phones are primarily a communication device

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defined categories, the passive data indicates that their main use is as a communication tool. A fifth of time (20%) spent on a mobile phone in an average day is on voice calls or texting followed by 19% on social media apps or sites. In total, around half (49%) of time spent on a mobile phone involves communicating with others, increasing to 57% for 15-19 year olds.

The age group who use their phones for the longest amount of time each day are young people aged 15-24 who spend 97 minutes on their phone. For the upper end of this group (aged 20-24), this increases to 101 minutes of use. Young people are much more likely to spend time on social media than other users (27 minutes v 20 minutes for all adults).

Figure 7 Average amount of time (mins) spent on each category per day, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

Total time (ave mins/day) 83 97 95 75 70 56 47

Phone 21 24 23 18 19 14 14

Social media 20 27 25 17 12 8 5

Games 15 13 14 17 18 16 15

Communications 10 12 12 8 7 7 5

Media content 9 11 9 7 8 6 4

Utility 8 7 8 7 8 12 9

General commerce 4 4 5 4 3 2 2

Health 4 2 2 4 9 5 1

Sports and gaming 3 4 3 2 2 1 1

Other 3 3 4 3 2 3 3

Reference 2 2 2 2 3 3 2

Technology commerce 1 1 1 1 2 2 1

Search and portals 1 1 2 1 1 1 1

Personal finance 1 1 1 1 1 1 1

Travel 1 1 3 1 1 1 1

General interest 1 1 1 1 2 2 1 Base: TouchPoints5 28-day passive data sample Ranked by Adults 15+

There are also differences depending on gender. On average, women spend 16 minutes longer on their phones each day compared to men (91 minutes v 75 minutes). The differences in use are most likely in social media apps or sites (26minutes v 18 minutes), calls or texting (24 minutes v 18 minutes) and games (17 minutes v 13 minutes).

Figure 8 Average amount of time (mins) spent on each category per day, by gender

15+ Male Female

Total time (ave mins/day) 83 75 91

Phone 21 18 24

Social media 20 18 26

Games 15 13 17

Communications 10 10 10

Media content 9 9 8

Utility 8 8 8

General commerce 4 3 5

Health 4 3 4

Other 3 3 2

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Sports and gaming 3 3 1

Reference 2 3 2

Technology commerce 1 2 1

Search and portals 1 1 2

Personal finance 1 1 2

Travel 1 1 2

General interest 1 2 1 Base: TouchPoints5 28-day passive data sample Ranked by Adults 15+

The next section provides further detail on the use of the Communications, Social Media, Media Content and General Commerce categories.

A. Communication

We saw earlier that mobile phones are primarily used as a communication device with around half of time spent each day being for this purpose, including the standard voice call function and the standard texting function. The specific communication category used in the passive data analysis focuses more on the non-standard forms of communication and contains the following sub-categories:

Voice / video calls Messaging Email Other

Ninety six per cent of smartphone users access at least one of these methods to communicate each month in addition to standard calls or texting. The majority of this activity is via an app with only 18% of the sample used a browser this way, though this increases to almost one in four young people aged 15-24 (24%). On average, adults use their phones 45 times each day on communications, increasing to 58 times among 15-24 year olds.

Figure 9 shows the pattern of use for communications through a smartphone across individual days of the week. Use peaks on a Thursday evening between 6 and 6.30pm with 17% of smartphone users in the sample communicating via an app or browser on their device. Weekends are when mobiles are least likely to be used in this way.

Smartphones are least likely to be used for Communications at a weekend

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Figure 9 Reach (%) of communications by time across individual days


Looking at the sub-categories, figure 10 shows us that email is the primary form of communication with around nine in ten using this function on their phones. Just over half (52%) use a messaging app or browser service, increasing to 62% of 15-34 year olds. Only one in four (26%) of those aged 65+ use messaging services. Voice / video call services are used by just over one in three of smartphone users, increasing to 41% of those aged 20-24.

Figure 10 Reach (%) to communication sub-categories, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

Email 90% 90% 92% 88% 89% 88% 85%

Messaging 52% 62% 62% 44% 42% 32% 26%

Voice / video calls 35% 37% 38% 34% 31% 29% 35%

Other comms 17% 17% 19% 18% 14% 10% 11% Base: TouchPoints5 28-day passive data sample Ranked by Adults 15+

The passive data also allows us to look at the use of particular brands accessed for Communication.

Figure 11 below shows us that the main email service used is the built-in service offered by the phone (69% of smartphone users) followed by Gmail (36%). Older users in the sample are more likely to use the Google email service than younger people (41% of those aged 65+ v 32% of 15-24 year olds). Conversely, Outlook is used more by younger people with over a fifth (22%) using this service compared to just 7% of those aged 65+.

Over half of young people use WhatsApp

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Considering messaging, the texting service WhatsApp is by far the most popular of those available: 42% of smartphone users message this way, increasing to 53% of those aged 20-24.

Figure 11 Reach (%) to email and messaging brands by age

Source: TouchPoints5 28-day passive data sample Chart shows any brand with reach above 10% among those aged 15+

There are differences when the operating system is taking into account due to the availability and access to different apps. For example, 92% of iOS users access the built-in email services compared to just 53% of the Android/Blackberry or Symbian users. However, Gmail is on a par with the built-in email service for the Android users with 54% accessing this compared to just 8% of iOS users.

Figure 12 Reach (%) to each communication brand by type of smartphone user

Source: TouchPoints5 Chart shows any brand with reach above 5% among those aged 15+

However, being so readily accessible to others through messaging or communication apps may not necessarily be good for us. For example, when combined with the 7-day diary data we can see that 63% of all adults in this sample agree that ‘there are not

Use of communication apps may not always be good for us

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enough hours in the day to all the things I want to do’, increasing to 82% of those who use Skype on their smartphones. Fifty three per cent of 15-24 year olds in the sample agree with the statement ‘I am feeling more stressed these days’ but this increases further to 62% of those who use WhatsApp messaging service. Incredibly, an article in Metro5 reported that a church leader in Peru has even blamed WhatsApp for the country’s growing divorce rate.

B. Social Media

The Social media category contains the following sub-categories:

Social networking Photo / video sharing Online dating Forums and aggregators Blogging

Ninety two per cent of the 28-day sample accessed social media in the period increasing to 97% of those aged 15-24. Figure 13 shows that this is primarily driven by the social networking sub-category with 88% having accessed this type of app or browser. Just over half of adults (56%) used a photo or video sharing service which proved even more popular among the younger users (72%). Blogging, however, has a greater take-up among the 25-34 year old age group with three in ten using these services in the period. It is also this age group who are more likely to use online dating services through their mobiles.

Figure 13 Reach (%) to Social media sub-categories, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

Social networking 88% 96% 93% 88% 80% 69% 68%

Photo / video sharing 56% 72% 64% 51% 42% 31% 34%

Blogging 21% 26% 30% 19% 10% 5% 2%

Forums / aggregators 19% 24% 26% 17% 10% 8% 3%

Online dating 7% 9% 10% 6% 5% 2% 1%


In terms of the specific social networking brands used, by far the most popular one is Facebook with 83% of adults in the 28-day sample using this service. Twitter is the next most popular social networking brand via a mobile with 37% of users, increasing to one in two 15-24 year olds. Similar to email use, the Google social networking brand, Google Plus is most popular with older users (23% of those aged 65+ v 11% of 15-24 year olds).

Metro newspaper, 05/03/15, pg 21

Nearly nine in ten access social networking sites

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Figure 14 Reach (%) to social networking brands by age

Base: TouchPoints5 28-day passive data sample All with 15+ reach above 5% shown

There is also a marked younger skew to the most popular photo or video sharing brands. In particular, 15-24 year olds are more than twice as likely to use Snapchat compared to the adults in the sample (36% of 15-24 year olds v 15% of adults 15+). Instagram is more likely to be used by 20-24 year olds than 15-19 year olds (41% v 33%) whereas Snapchat has a slightly younger skew with 39% of those in the sample using it compared to 33% of 20-24 year olds. Cool Iris is the brand that dominates among the older population in this category achieving an 18% reach among the 65+ group compared to just 3% for the most popular photo sharing brand, Instagram.

Figure 15 Reach (%) to photo / video sharing brands by age


There are also differences in reach to different brands depending on mobile platform used. This is likely to be because of the younger skew of iOS users as there is generally a higher reach of the social media services on this platform. Similarly, the

Almost three quarters of young people use either Instagram or Snapchat

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photo sharing service Cool Iris has a higher reach on the Android/Blackberry/Symbian platforms which also has a higher reach among the older age group.

Figure 16 Reach (%) to each social media brand by type of smartphone user

Base: TouchPoints5

Considering how Facebook via a smartphone use varies across the week, figure 17 shows that through daytime, the weekends tend to be the most popular with Mondays being the most popular days in the morning and later evening.

Figure 17 Reach (%) to Facebook across the day by individual day


The chart above showed that Facebook use across a week peaks on a Sunday. When this passive data is combined with information provided through the diary, we can see how other factors can drive these patterns. For example, figure 18 shows how use of Facebook varies depending on the size of a user’s social circle. The clear peak of use

Sunday is the most likely day to access Facebook on a mobile

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of this social networking site via mobile on a Sunday is during the half hour 1.30pm-2pm with 36% of users with over 501 Facebook contacts using the service.

Figure 18 Reach (%) to Facebook on a Sunday by number of Facebook contacts


The table below shows that an app is the favoured access point for Facebook via a mobile regardless of number of contacts but those with over 501 contacts access this social network almost three times as often compare to those with between 1 and 50 contacts.

Figure 19 Number of times Facebook is accessed via a mobile, by number of contacts

1-50 Facebook contacts 501+ Facebook contacts

App Browser App Browser

Average number of daily sessions 31 1 86 6


C. Media Content

The Media Content category contains the following sub-categories:

Streaming music Radio Streaming video / TV News aggregators Magazines Newspapers TV networks Music, movies and entertainment reviews Other

This category allows us to look in greater detail at how a mobile phone is used to access any type of media from music to short video clips to information about latest film releases.

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Thinking about why people access this type of content on their mobiles, a sensible assumption would be to keep them occupied while they’re on the go. However, the chart below shows that reach is actually higher when users are at home than compared to when they’re travelling.

Figure 20 Reach (%) to Media Content, Monday-Friday: at home or travelling


The table below shows that three quarters (75%) of users in the 28-day sample accessed some sort of streamed audio-visual content, though only half of those aged 65+ did this. Using a mobile to play streamed music was the next most popular type of media content (63%) followed by accessing sites or apps of TV networks. Although overall, radio content was only the seventh most popular type of media content with 21% of people accessing it, 28% of those aged 55-64 used it, their fifth most popular type of media content.

Figure 21 Reach (%) to Media Content sub-categories, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

Streaming video / TV 75% 84% 84% 74% 63% 50% 50%

Streaming music 63% 73% 69% 60% 58% 40% 49%

TV networks 58% 57% 63% 61% 51% 50% 59%

Newspapers 39% 42% 46% 36% 28% 32% 32%

Music, movies, ents reviews 32% 40% 37% 29% 23% 18% 20%

News aggregators 28% 36% 34% 22% 21% 17% 18%

Radio 21% 22% 20% 19% 20% 28% 21%

Magazines 11% 16% 13% 8% 6% 5% 2%

Other media content 13% 17% 15% 10% 11% 10% 16%

Three out of four use smartphones to view streamed AV content

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The passive data also allows us to look at the use of particular brands accessed for Media Content.

Figure 22 shows that YouTube is the streamed AV service with the highest reach. This is likely to be due to the convenience of watching shorter clips on a smaller screen compared to longer form programmes.

Figure 22 Reach (%) to streaming video / TV brands by age


For streamed music services, use is primarily driven by built-in music players where users can listen to their personal stored music collections as opposed to services that allow listeners to access or purchase a wider range of tracks such as iTunes or Spotify.

Figure 23 Reach (%) to streaming music brands, by age


YouTube is the most popular destination for streamed AV content

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Again, use of different services varies depending on the smartphone platform. The chart below shows how the built-in music player is used by 74% of those using iOS compared to just 42% of those on the other platforms. Unsurprisingly, iTunes is more likely to be used by iOS smartphone users with 49% of them using this compared to just 3% of other users.

Figure 24 Reach (%) to streaming music brands, by smartphone platform

Base: TouchPoints5

D. General Commerce

The General Commerce category contains the following sub-categories:

All / Variety Clothing / fashion Fast food, grocery and delivery Tickets Automotive Classified ads Coupons / reward sites Sports equipment and clothing

Over three quarters (76%) of smartphone users in the passive data sample use their phones to access general retail sites or apps. For most sub-categories within this section, it is generally the 25-44 year olds who are most likely to do this though sites used for ticket purchases are most popular among 15-24 year olds (21% v 15% of all adults).

The most popular type of commerce sites or apps are the variety or department-type services, offering a range of different products. Two thirds of adults (66%) have accessed these, increasing to 75% of 25-34 year olds.

25-44 year olds are most likely to access retail sites via their phones

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Figure 25 Reach (%) to General Commerce sub-categories, by age

15+ 15-24 25-34 35-44 45-54 55-64 65+

All / variety 66% 64% 75% 70% 60% 47% 38%

Coupons / reward sites 31% 31% 39% 34% 20% 18% 17%

Fast food, grocery and delivery 30% 31% 35% 33% 23% 15% 22%

Clothing / fashion 19% 23% 25% 20% 8% 5% 12%

Tickets 15% 21% 18% 14% 9% 6% 5%

Automotive / classified 14% 14% 19% 14% 11% 6% 4%

Sports 5% 6% 5% 5% 4% 4% 5%

Other 16% 13% 24% 17% 12% 10% 6%


The passive data allows us to look at the use of particular brands accessed within the in greater detail. The most popular variety brands accessed via smartphones by far are eBay (used by 45% of the sample) and Amazon (43%). However, those aged over 65 are twice as likely to use Amazon compared to eBay (31% v 15%).

Figure 26 Reach (%) to variety commerce brands by age

Base: Touchpints5 28-day passive data sample All with 15+ reach above 5% shown

The next two popular sub-categories in this section are coupon/rewards sites and groceries/delivery (31%, 30% reach of all adults in the sample respectively). There are only two brands within each of these categories that achieve a reach of greater than 5% in the period. Fourteen per cent of the sample accessed Groupon, increasing

Amazon is twice as popular as eBay for older smartphone users

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to 21% of those aged 25-34. With half as many users compared to Groupon, Hot UK Deals was the next most popular with 7% of the sample using this brand. For groceries, Tesco was the most popular store with a reach via smartphones in this period of 15% compared to 7% for Asda.

Figure 27 Reach (%) to coupons and grocery commerce brands by age


Interestingly, there are differences in attitudes towards online shopping and shopping in general depending on the nature of the retail site or app they use. For example, among 25-44 year olds who go online to shop for clothes are more likely to agree with the statement ‘I thoroughly research products before I buy them’ compared to those who use the variety/general shopping sites for (61% agree v 51%). Similarly, 25-44 year olds who shop online for groceries are more likely to agree with the statement ‘I shop around to take advantage of special offers’ compared to those who use the general shopping sites.

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5. How are they using their smartphones

The previous section looked in detail at what people are doing on their mobile phones. This section gives a brief overview of how they are using them: online v offline, apps v browsers, use with other media and location.

Online vs. offline use

Adults use their smartphones for an average of 83 minutes each day. Forty seven minutes are through wifi internet access, 23 minutes are via network access (e.g. 3G or 4G) and the remaining 13 minutes are offline use.

Figure 28 Proportion of mobile use that is via wifi, network or offline


Apps v browser

As well as standard apps that are available on phones when purchased, there are an immeasurable number of apps available for smartphones covering any imaginable interest with more being developed every day. Unsurprisingly then, of the 83 minutes spent each day on a mobile phone, 71 minutes are via apps with only 5 minutes spent accessing the internet through a browser. The rest of the time is spent using offline applications.

Location

As we saw with media content use by location earlier, using a mobile phone does not necessarily imply you are on the move. The chart below shows that the vast majority of use across the day is while at home followed by at a place of work or study. In fact, 68% of time spent on a mobile is while the user is at home.

Mobile phones are used most often at home rather than when mobile

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Figure 29 Mobile phone use across weekdays, by location

Source: TouchPoints5 7-day passive data sample

Use as a second screen

The portability and size of mobile phones enables users to carry out other activities while also using their phones. The chart below shows that mobile phone use whilst watching television on TV set varies by age across the week, in line with known viewing behaviour by age. This suggests that mobile phones are often used as a ‘second screen’ to the main TV set, allowing users to interact with others or catch-up on other activities whilst relaxing in front of the television.

Figure 30 Reach (%) across weekdays, while watching TV on a TV set, by age

Source: TouchPoints5 7-day passive data sample

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6. Going forward

The analysis of passive data of mobile phone use allows us to understand exactly how people use their mobile phones such as how people are accessing online services, if they are using apps or browsers and what they are specifically doing on their devices.

Considering this information alongside the data gained through the TouchPoints survey enhances the power of the passive measurement still further by allowing us to look at it in the context of attitudes and other behavioural findings. For example, we know by looking at the passive data and the survey data that young people who use the WhatsApp messaging service are more likely to say they feel stressed these days.

This report has provided a snapshot of the passive data and examples of how it can be used in conjunction with the TouchPoints survey data. There are many other ways in which the two data sources could be used to inform the advertising industry. For example, we saw that the mobile phone is often used at the same time as watching TV. This could be probed further to find out exactly which apps or browsers people are using while watching TV on particular days or particular times to understand more about the role of the second screen. We also saw that the majority of time spent on mobiles is on apps rather than via a browser. This data could be scrutinised still further by looking at amount of time spent on particular apps and then compare this with media consumption habits or shopping habits.

The next TouchPoints survey6 will also include passive data measurement on mobile phones but, as a further enhancement, will also include passive measurement on tablet devices. The survey has also been refined and updated to include a greater range of attitudinal statements on aspects such as online shopping, privacy and using another screen while watching television.

6 TouchPoints6 will be available later in 2015

24

Annex A. Taxonomy for Passive Data in TouchPoints5 Category Subcategory Item

Phone Built-in Voice Calls - Received Built-in Voice Calls - Received

Phone Built-in Voice Calls - Outgoing Built-in Voice Calls - Outgoing

Phone Built-in sms/mms Built-in sms/mms

Communication Voice/Video calls Google Talk/Hangouts

Communication Voice/Video calls Facetime

Communication Voice/Video calls skype

Communication Voice/Video calls viber

Communication Voice/Video calls Tango

Communication Voice/Video calls Other Voice/Video calls

Communication messaging whatsapp

Communication messaging bbm

Communication messaging chaton

Communication messaging kik

Communication messaging Facebook Messenger

Communication messaging Other messaging

Communication Email Built-in email

Communication Email Outlook

Communication Email Yahoo Mail

Communication Email Gmail

Communication Email Other

Communication other Vlingo

Communication other Other Communication

Social Social Networking Facebook

Social Social Networking Twitter

Social Social Networking LinkedIn

Social Social Networking Foursquare

Social Social Networking tumblr

Social Social Networking Google Plus

Social Social Networking Ask fm

Social Social Networking Other social networking

Social Photo/ Video Sharing instagram

Social Photo/ Video Sharing snapchat

Social Photo/ Video Sharing bitstrips

Social Photo/ Video Sharing pinterest

Social Photo/ Video Sharing Paper Artist

Social Photo/ Video Sharing vine

Social Photo/ Video Sharing Shoebox

Social Photo/ Video Sharing flickr

Social Photo/ Video Sharing vimeo

Social Photo/ Video Sharing Cool Iris

Social Photo/ Video Sharing DropBox

Social Photo/ Video Sharing Photobucket

25

Social Photo/ Video Sharing Other Photo/Video Sharing

Social Online Dating Plenty of Fish

Social Online Dating Tinder

Social Online Dating Badoo

Social Online Dating Match.com

Social Online Dating Other online dating

Social Forums and Aggregators Sickipedia

Social Forums and Aggregators Money Saving Expert

Social Forums and Aggregators Studentroom

Social Forums and Aggregators Just Answer

Social Forums and Aggregators Examiner

Social Forums and Aggregators Mumsnet

Social Forums and Aggregators Netmums

Social Forums and Aggregators FanFiction

Social Forums and Aggregators Other forums/aggregators

Social Blogging Wordpress

Social Blogging TypePad

Social Blogging Blogger

Social Blogging Other blogging

Games Puzzle Candy Crush Saga

Games Puzzle Pet Rescue Saga

Games Puzzle Angry Birds

Games Puzzle Flow

Games Puzzle Jelly Splash

Games Puzzle 4 Pics, 1 word

Games Puzzle 4 Pics, 1 Song

Games Puzzle Bubble Witch

Games Puzzle Bejeweled

Games Puzzle Sudoku

Games Puzzle Jewel Mania

Games Puzzle Tetris

Games Puzzle Scramble with Friends

Games Puzzle Cut the rope

Games Puzzle Dumb Ways to Die

Games Puzzle Other puzzle games

Games Word Games Words with Friends

Games Word Games Word Mole

Games Word Games Scrabble

Games Word Games Other word games

Games Card Games Solitaire

Games Card Games Poker

Games Card Games Other card games

Games Simulation The Simpsons

Games Simulation Megapolis

Games Simulation Other simulation games

26

Games Action/Arcade Temple Run

Games Action/Arcade Coin Dozer

Games Action/Arcade Subway Surfers

Games Action/Arcade Minecraft

Games Action/Arcade Hill Climb Racing

Games Action/Arcade Fruit Ninja

Games Action/Arcade Brick Breaker

Games Action/Arcade Despicable Me

Games Action/Arcade Doodle Jump

Games Action/Arcade Other action/arcade games

Games Sports FIFA

Games Sports Stick Cricket

Games Sports Other sports games

Games Other Plants vs Zombies

Games Other SongPop

Games Other Guess the Food

Games Other Cbeebies Playtime

Games Other Any Disney

Games Other Built-in games

Games Other Other games

Media Content Streaming Music Built-in music players

Media Content Streaming Music Spotify

Media Content Streaming Music Deezer

Media Content Streaming Music Soundcloud

Media Content Streaming Music iTunes

Media Content Streaming Music Amazon MP3

Media Content Streaming Music Other streaming music

Media Content Radio Tunein Radio

Media Content Radio iPlayer Radio

Media Content Radio Built-in FM Radio

Media Content Radio Radioplayer

Media Content Radio Capital Radio

Media Content Radio Other Global station

Media Content Radio Other radio station

Media Content Radio BBC Playlist

Media Content Radio Absolute

Media Content Radio Other radio

Media Content Streaming Video/TV YouTube

Media Content Streaming Video/TV BBC iPlayer

Media Content Streaming Video/TV ITV Player

Media Content Streaming Video/TV 4oD

Media Content Streaming Video/TV demand5

Media Content Streaming Video/TV Sky Go

Media Content Streaming Video/TV NetFlix

Media Content Streaming Video/TV TVCatchUp

27

Media Content Streaming Video/TV FilmOn

Media Content Streaming Video/TV BT Sport

Media Content Streaming Video/TV Vevo

Media Content Streaming Video/TV LoveFilm

Media Content Streaming Video/TV DailyMotion

Media Content Streaming Video/TV Built-in Video players

Media Content Streaming Video/TV Sky Sports

Media Content Streaming Video/TV Virgin Media TV Anywhere

Media Content Streaming Video/TV Other streaming video/TV

Media Content News aggregators and online only Flipboard

Media Content News aggregators and online only Google Play Newsstand

Media Content News aggregators and online only Huffington Post

Media Content News aggregators and online only Buzzfeed

Media Content News aggregators and online only Reuters

Media Content News aggregators and online only Reddit

Media Content News aggregators and online only Other news aggregators

Media Content Magazines (with offline) Radio Times

Media Content Magazines (with offline) TimeOut

Media Content Magazines (with offline) Cosmopolitan

Media Content Magazines (with offline) Glamour

Media Content Magazines (with offline) Marie Claire

Media Content Magazines (with offline) Other magazines

Media Content Newspapers (with offline) Daily Mail

Media Content Newspapers (with offline) Guardian

Media Content Newspapers (with offline) The Sun

Media Content Newspapers (with offline) Metro

Media Content Newspapers (with offline) The Times

Media Content Newspapers (with offline) Mirror

Media Content Newspapers (with offline) Independent

Media Content Newspapers (with offline) Manchester Evening News

Media Content Newspapers (with offline) New York Times

Media Content Newspapers (with offline) Telegraph

Media Content Newspapers (with offline) Daily Record

Media Content Newspapers (with offline) WSJ

Media Content Newspapers (with offline) Express

Media Content Newspapers (with offline) Daily Star

Media Content Newspapers (with offline) Other newspapers

Media Content TV Networks (with offline) BBC News (app only)

Media Content TV Networks (with offline) Sky News

Media Content TV Networks (with offline) Sky Plus

Media Content TV Networks (with offline) Other Sky

Media Content TV Networks (with offline) X Factor

Media Content TV Networks (with offline) BBC websites

Media Content TV Networks (with offline) ITV

Media Content TV Networks (with offline) CNN

28

Media Content TV Networks (with offline) Channel 4

Media Content TV Networks (with offline) Disney

Media Content TV Networks (with offline) MTV

Media Content TV Networks (with offline) Other TV networks

Media Content Music, movies and entertainment reviews and commentary

iMDb


Movies.app


Any TV guide


IGN


Gamespot


Xbox


Digitalspy


Rotten Tomatoes


Entertainmentwise


ContactMusic


Eonline


GameFAQs


Zergnet


Other

Media Content Other Shazam

Media Content Other Sound Hound

Media Content Other Other

General Commerce All / Variety ebay

General Commerce All / Variety Amazon

General Commerce All / Variety Argos

General Commerce All / Variety Debenhams

General Commerce All / Variety John Lewis

General Commerce All / Variety M&S

General Commerce All / Variety Boots

General Commerce All / Variety Littlewoods

General Commerce All / Variety Ikea

General Commerce All / Variety Not On the Highstreet

General Commerce All / Variety Toysrus

General Commerce All / Variety Mothercare

General Commerce All / Variety House of Fraser

General Commerce All / Variety Game

General Commerce All / Variety B&Q

General Commerce All / Variety Very

General Commerce All / Variety Photobox

29

General Commerce All / Variety Wilkinsons

General Commerce All / Variety Homebase

General Commerce All / Variety Pets at Home

General Commerce All / Variety Dunelm-Mill

General Commerce All / Variety Wickes

General Commerce All / Variety Hobbycraft

General Commerce All / Variety Kiddicare

General Commerce All / Variety Firebox

General Commerce All / Variety Etsy

General Commerce All / Variety Halfords

General Commerce All / Variety Play

General Commerce All / Variety Smyths Toys

General Commerce All / Variety Other

General Commerce Clothing/Fashion Next

General Commerce Clothing/Fashion Asos

General Commerce Clothing/Fashion New Look

General Commerce Clothing/Fashion River Island

General Commerce Clothing/Fashion Top Shop

General Commerce Clothing/Fashion Top Man

General Commerce Clothing/Fashion Dorothy Perkins

General Commerce Clothing/Fashion Matalan

General Commerce Clothing/Fashion H&M

General Commerce Clothing/Fashion Office

General Commerce Clothing/Fashion M&M Direct

General Commerce Clothing/Fashion Other

General Commerce Fast food, Grocery and Delivery sites Tesco

General Commerce Fast food, Grocery and Delivery sites Asda

General Commerce Fast food, Grocery and Delivery sites Just Eat

General Commerce Fast food, Grocery and Delivery sites Dominos

General Commerce Fast food, Grocery and Delivery sites Ocado

General Commerce Fast food, Grocery and Delivery sites Morrisons

General Commerce Fast food, Grocery and Delivery sites Sainsburys

General Commerce Fast food, Grocery and Delivery sites McDonalds

General Commerce Fast food, Grocery and Delivery sites My Supermarket

General Commerce Fast food, Grocery and Delivery sites Co-op

General Commerce Fast food, Grocery and Delivery sites Other

General Commerce Tickets Cineworld

General Commerce Tickets Odeon

General Commerce Tickets Vue

General Commerce Tickets Ticketmaster

General Commerce Tickets Seetickets

General Commerce Tickets Showcase Cinemas

General Commerce Tickets Other

General Commerce Automotive Other

General Commerce Classified Ads Gumtree

30

General Commerce Classified Ads Autotrader

General Commerce Classified Ads Craigslist

General Commerce Classified Ads Preloved

General Commerce Classified Ads Other

General Commerce Coupons / Reward sites GroupOn

General Commerce Coupons / Reward sites Vouchercodes

General Commerce Coupons / Reward sites Vouchercloud

General Commerce Coupons / Reward sites Nectar

General Commerce Coupons / Reward sites Topcashback

General Commerce Coupons / Reward sites Quidco

General Commerce Coupons / Reward sites Wowcher

General Commerce Coupons / Reward sites Hot UK Deals

General Commerce Coupons / Reward sites High Street Vouchers

General Commerce Coupons / Reward sites Discount Vouchers

General Commerce Coupons / Reward sites Other

General Commerce Sports equipment and clothing JD Sports

General Commerce Sports equipment and clothing Sports Direct

General Commerce Sports equipment and clothing Wiggle

General Commerce Sports equipment and clothing Other

General Commerce Other British Gas

General Commerce Other Money Supermarket

General Commerce Other Which

General Commerce Other Royal Mail

General Commerce Other Post Office

General Commerce Other Hermes

General Commerce Other DPD

General Commerce Other Uswitch

General Commerce Other Other

Search and Portals General Search Google

Search and Portals General Search Bing

Search and Portals General Search Yahoo

Search and Portals General Search AOL

Search and Portals General Search MSN

Search and Portals General Search Ask

Search and Portals General Search StumbleUpon

Search and Portals General Search Other

Search and Portals Other Yell

Search and Portals Other 192.com

Search and Portals Other Yelp

Search and Portals Other Other

Sports and Gaming Sports Headlines and Updates Any BBC Sport (app only)

Sports and Gaming Sports Headlines and Updates Any Sky Sport

Sports and Gaming Sports Headlines and Updates LiveScore soccer

Sports and Gaming Sports Headlines and Updates ESPN

Sports and Gaming Sports Headlines and Updates Other

31

Sports and Gaming Professional Sports Teams Premiere League

Sports and Gaming Professional Sports Teams Arsenal

Sports and Gaming Professional Sports Teams Other

Sports and Gaming Fantasy Sports Other

Sports and Gaming Lotteries and gaming National lottery

Sports and Gaming Lotteries and gaming Sky betting

Sports and Gaming Lotteries and gaming William Hill

Sports and Gaming Lotteries and gaming Paddy Power

Sports and Gaming Lotteries and gaming Health Lottery

Sports and Gaming Lotteries and gaming Other

Technology Commerce Electronics and Computers Apple

Technology Commerce Electronics and Computers PC World

Technology Commerce Electronics and Computers Currys

Technology Commerce Electronics and Computers Other

Technology Commerce Software Microsoft

Technology Commerce Software Adobe

Technology Commerce Software Other

Technology Commerce App Stores Unspecified

Technology Commerce ebook stores Amazon Kindle

Technology Commerce ebook stores iBooks

Technology Commerce ebook stores Google Play books

Technology Commerce ebook stores Other

Technology Commerce Mobile phones and service plans o2

Technology Commerce Mobile phones and service plans Vodafone

Technology Commerce Mobile phones and service plans Orange

Technology Commerce Mobile phones and service plans EE

Technology Commerce Mobile phones and service plans Three

Technology Commerce Mobile phones and service plans T-Mobile

Technology Commerce Mobile phones and service plans Carphone Warehouse

Technology Commerce Mobile phones and service plans GiffGaff

Technology Commerce Mobile phones and service plans Sony Mobile

Technology Commerce Mobile phones and service plans Other

Technology Commerce Cable and Internet service plans BT

Technology Commerce Cable and Internet service plans Virgin Media

Technology Commerce Cable and Internet service plans Other

Technology Commerce Web hosting and website design services Other

Technology Commerce Other Techradar

Technology Commerce Other Other

General Interest Arts and culture National Trust

General Interest Arts and culture Other

General Interest Career Reed

General Interest Career Job Rapido

General Interest Career Indeed

General Interest Career UCAS

General Interest Career Other

32

General Interest Decorating and Renovation Fixya

General Interest Decorating and Renovation Other

General Interest Family and Parenting Other

General Interest Reading, books and literature Other

General Interest Recipes and Cooking BBC Good Food

General Interest Recipes and Cooking All Recipes

General Interest Recipes and Cooking Jamie Oliver

General Interest Recipes and Cooking Delicious

General Interest Recipes and Cooking Delia Online

General Interest Recipes and Cooking Nigella

General Interest Recipes and Cooking Yummly

General Interest Recipes and Cooking The Kitchn

General Interest Recipes and Cooking Other

General Interest Religion Bible

General Interest Religion Other

General Interest Restaurant bookings and reviews Top Table

General Interest Restaurant bookings and reviews Other

General Interest Politics Change.org

General Interest Other Good to Know

General Interest Other Freecycle

General Interest Other E-how

General Interest Other Pistonheads

General Interest Other Other

Reference Education Other

Reference Encyclopedias, Dictionaries, Thesaurus wikipedia/wikimedia

Reference Encyclopedias, Dictionaries, Thesaurus Google Translate

Reference Encyclopedias, Dictionaries, Thesaurus Dictionary

Reference Encyclopedias, Dictionaries, Thesaurus Urban Dictionary

Reference Encyclopedias, Dictionaries, Thesaurus Other

Reference Government Central government sites

Reference Government Local government/councils

Reference Government Other

Reference Local Other

Reference Maps Google Maps

Reference Maps Google Earth

Reference Maps Google Street

Reference Maps Map My Walk/Run/Ride

Reference Maps Citymapper

Reference Maps Other maps

Reference Productivity Other

Reference Transportation The Trainline

Reference Transportation National Rail

Reference Transportation Tube map

Reference Transportation Bus times

Reference Transportation The AA

33

Reference Transportation TFL / London Transport

Reference Transportation Other

Reference Weather BBC weather (app only)

Reference Weather Met office

Reference Weather Built-in weather app

Reference Weather AccuWeather

Reference Weather Other

Reference Other Lyrics Freak

Reference Other A-Z Lyrics Universe

Reference Other iopeningtimes

Reference Other Converters (any)

Reference Other Answers.com

Reference Other Other

Travel Travel Consolidators Skyscanner

Travel Travel Consolidators Travelzoo

Travel Travel Consolidators Booking

Travel Travel Consolidators Secret Escapes

Travel Travel Consolidators Thomson

Travel Travel Consolidators Thomas Cook

Travel Travel Consolidators Lastminute

Travel Travel Consolidators Travel Supermarket

Travel Travel Consolidators Other

Travel Hotels Travel Lodge

Travel Hotels Premier Inn

Travel Hotels Other

Travel Airlines British Airways

Travel Airlines Easyjet

Travel Airlines Other

Travel Rental Cars Other

Travel Holiday destinations and resorts Other

Travel Travel Review Sites Tripadvisor

Travel Travel Review Sites Other

Travel Other Waze

Travel Other Other

Personal Finance and Real Estate

Personal Banking NatWest


Personal Banking Barclays


Personal Banking Santander


Personal Banking Lloyds TSB


Personal Banking HSBC


Personal Banking Halifax


Personal Banking Nationwide

34


Personal Banking First Direct


Personal Banking RBS


Personal Banking Paypal


Personal Banking Co-operative Bank


Personal Banking Other


Investments, Stocks and Trading Other


Taxes and Tax Advice HMRC


Insurance Other


Charities, donations and Microfinance Justgiving


Charities, donations and Microfinance Other


Real estate and housing Rightmove


Real estate and housing Zoopla


Real estate and housing Other


Other ThisisMoney


Other Other

Health Health Insurance Providers Other

Health Hospitals and Healthcare providers NHS

Health Medical Advice and ailment look-up MedicineNet

Health Medical Advice and ailment look-up Active Beat

Health Medical Advice and ailment look-up MedHelp

Health Medical Advice and ailment look-up Mayo Clinic

Health Medical Advice and ailment look-up WebMD

Health Medical Advice and ailment look-up Patient

Health Medical Advice and ailment look-up Other

Health Support and Discussion Groups Babycentre

Health Support and Discussion Groups Bounty

Health Support and Discussion Groups Other

Health Weight Loss and Nutrition Slimming World

Health Weight Loss and Nutrition Weightwatchers

Health Weight Loss and Nutrition Other

Health Exercise and Fitness My Fitness Pal

Health Exercise and Fitness Strava

Health Exercise and Fitness Runkeeper Pro

Health Exercise and Fitness LiveStrong

Health Exercise and Fitness Other

Health Other Honcode

Health Other Other

35

Other Market Research and Points Rewards Other

Other Adult All adult sites

Other Other All Schools

Other Other All other academic institutions

Other Uncategorised All uncategorised

Utility Calculator Calculator

Utility Calendar/Memo/Notes Calendar/Memo/Notes

Utility Camera/Video/Photos Camera/Video/Photos

Utility Clock / timer / alarm Clock / timer / alarm

Utility Contacts Contacts

Utility Flashlight Flashlight

TOUCHPOINTS5: THE POWER OF PASSIVE DATA

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