1
Young people and communication
A snapshot of young people’s smartphone
use and attitudes towards communications
14/10/13
© Ipsos MORI
FINAL | FOR PUBLICATION
Contents
2
Background and methodology……………….......
slide 3
My media diary ……………………………………….
slide 5
Understanding behaviour.…..……………………..
slide 10
Role of smartphone technology…………………..
slide 15
Pen portraits…………………………………………..
slide 21
© Ipsos MORI
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Background and methodology
3
Background
• A week-long qualitative project using a mobile phone research app –
Ipsos Applife.
• The objective was to understand the habits and attitudes of young people
in their relationship with communications technology.
• The research helped inform a wider project exploring whether current
behaviour will mark a permanent shift in the way people interact with
communications services.
Method
• 11 young people (using in-street face-to-face recruitment).
• Aged 16-24, from London, Glasgow and Northampton.
• Participants downloaded the app and were invited to take part in
several discussions throughout the week, all through the app.
• All discussions were led by a moderator; some were private
(between moderator and participant), others were open where
participants could see and comment on other contributions.
• 334 contributions were received over the course of the week,
including numerous images and videos.
© Ipsos MORI
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Glasgow
Northampton
London
The Activities
4
Activity
Description
Privacy
My media diary
Participants were prompted to log their technology and media use two
times a day for 4 days – what they did, why they did it, where they did it
and how long for.
Private
Diary
reflections
In a private conversation with moderators, participants reflected on
their diary entries and their attitudes to the technology they use.
Private
Me in a minute
Participants recorded a clip summarising how they communicate and
interact with technology.
Private
Understanding
behaviour
Two group discussions. The first focused on the different methods used
to communicate with friends and family, and how this shapes
technology use. The second discussed the difference between
professional and user-generated content and which participants
preferred.
Role of
smartphone
technology
Two group discussions. The first on whether participants felt they could
live without their smartphone. The second discussed how much people
spend on keeping in touch through their phones.
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Open
Open
Chapter 1
My
media
diary
Children and young people made the most of a wide
variety of features online and on their smartphones
6
Participants were asked to log their media and technology use twice a day over a four day period
Participants logged 171 activities across 29 different topics in 4 days.
• Activities relating to communication were reported more
frequently than utilities or entertainment.
• However, this does not necessarily reflect the time spent
doing each type of activity.
Total number of mentions in the media diary
108
Communication
42
Utilities
21
Entertainment
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• Social networking using
apps like facebook, twitter
and whatsapp were more
common than texting /
calling.
• Checking news updates was
the top ‘utility’ used
• Gaming was the top form of
entertainment, ahead of
films/videos/TV.
A range of features were used to communicate with
others - Twitter, Facebook but also Tumblr and Vine
7
Participants were asked to log their media and technology use twice a day over a four day period
Communication
Key:
19
Twitter
15
13
11
10
Facebook
Text
Instagram
News
Emails
7
Games
WhatsApp
TV
7
3
Weather
Entertainment
18
8
4
Utilities
3
Maps
Shopping
3
Course / work
5
Snapchat
2
Tumblr
2
FaceTime
/ Skype
FINAL | FOR PUBLICATION
Calls
5
5
5
4
4
iMessage
Browsing
Films
Banking
YouTube
2
2
Vine
Travel
2
1
TV guide Game chat
1
Keek
Numbers denote number of times activity was mentioned within 4-day period
© Ipsos MORI
8
1
Fitness
app
1
Radio
Communication was the top reason for using the
internet or a mobile phone
8
Participants were asked to log their media and technology use twice a day over a four day period
Communication:
• Social networks were used either to ‘check’ what friends and family are up to or share
experiences. They are frequent, and short interactions; but the total time spent on
such activities can build up quickly.
• Social networks and texts was used to arrange offline events
• Calling / Skype / FaceTime were reserved for more in-depth personal conversations
Male, London, 21, in employment
I have checked my twitter app again this evening. I've used it to find out and read
comments about tonight's arsenal match. I regularly use twitter on a match day because
you get live info and see fan reactions so it sort of creates an atmosphere
Female, Glasgow, 17, in education
I like twitter the best as my friends tweet regularly so I get to see what they're up to through
that without contacting them
Male, Northampton, 22, NEET
Taking Facebook for example, I've probably checked 10+ times today on my phone, but at
around 30s each, so 5-10 mins total.
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NEET refers to young people not in education, employment or training
But new technology also offers additional utility and
entertainment features
9
Participants were asked to log their media and technology use twice a day over a four day period
Utilities:
Entertainment:
• Mostly used when on the move to help
clarify a situation (maps, timetables, TV
guide).
• Often used when alone.
• Efficiency drives a preference for using apps
to undertake internet activities such as
shopping and bank balances.
Male, London, 16, in education
Tonight I've used the Barclays 'ping it' app… I
used it almost everyday, it's convenient as I can
check my balance wherever I am
Male, Northampton, 22, NEET
I used the phone for working out the train
timetable, then for a map of the underground
before as a map to find the nearest tesco to the
park. Also used it for giving directions to the
people I was meeting
• Entertainment was utilised both off and on-line.
• Yet, watching media was most likely to take place at
home, where clips can be streamed using wifi.
• Less frequent, but often more time consuming.
• Some game ‘sessions’ can last several hours, others
are used to pass the time.
Male, London, 21, NEET
I spent 1 hour on youtube. I watch videos of people giving
life advice. I choose to watch them because they funny and
very foul mouthed were they provide much honesty in their
videos.
Male, Northampton, 22, NEET
a bit of angry birds before bed… angry birds is played until I
complete one level so it varies daily
Female, London, 24, in employment
I have been watching tv soaps catch up on my bbc three app
for around 3 hours as it repeats programmes on this app
NEET refers to young people not in education, employment or training
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Chapter 2
Choosing a method of communication depended on
the ability of others, and the nature of content
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Participants took part in a group discussion on how they communicate differently with friends and family
Is it to arrange an event/meet up, or
an in-depth catch up with someone far
away, or to share something fun?
How personal /
private is the
content?
Dependent on what friends
/ family have access to
And what friends /
family prefer
Purpose
Who
How quickly do you
need a response
back?
‘Messaging’ offers a
degree of flexibility in the
time between replies,
which can be either
helpful or a hindrance
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Urgency
Trends
Behaviour / method
of communication
Often have to use multimodes for the same
thread of conversation
Shaped by what friends
start and stop using
And by the
capability of your
phone / internet
Who & trends: media / communication habits were
tailored, but always evolving
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Participants took part in a group discussion on how they communicate differently with friends and family
Purpose
Who
Urgency
Trends
Behaviour / method of
communication
Participants were very aware of how
friends and family are able to
communicate. This same awareness
will help shape what they start and
stop doing in the future.
Female, Glasgow, 17, in education
I mainly use iMessage as most of my friends who I speak to
regularly use iMessage too. If they don't have a phone which
allows them to use iMessage then I will simply text them. Or if I
don't have the persons number then I will contact them through
Facebook mail!
Female, Northampton, 22, in employment
I tend to keep in touch with my friends and family in different ways
depending on who they are. I make less phones calls because of
time and convenience, [but] I call my mum more than text etc due
to the fact that she lives 50 miles away and don't see or speak to
each other often so calling is sometimes easier when you have a
lot to say.
Female, Glasgow, 17, in education
I think my friends have a big part to play
in what I do on my Iphone. I was actually
the last of my friends to get an iphone
and so when I got it I just downloaded
the apps that they had and did the same
things that they did because I wasn’t
sure how to work it
Female, Glasgow, 16, in education
The only reason why I still have facebook
is for facebook events. I don’t really use it
as much anymore because all of my
close friends have moved to Twitter and
aren’t really active of facebook anymore.
Female, London, 16, in education
I can do more things on my phone than
my friends because I have a Galaxy on
O2, my friends have more restrictions on
Iphones.
NEET refers to young people not in education, employment or training
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Purpose & urgency: Different situations necessitate
different forms of communication
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Participants took part in a group discussion on how they communicate differently with friends and family
Purpose
Who
Urgency
Trends
Behaviour / method of
communication
Participants use different modes of
communication depending on the immediacy,
depth and intimacy of the conversation.
Despite all the new technology available, some
times calling or meeting face to face was still
the best option.
Male, Northampton, 22, NEET
My method for contact depends more on the urgency, if I need
something answering (even if its just, want something from the
shop?) I call them, otherwise it's a mix of Facebook messenger,
email, text and WhatsApp.
Male, Glasgow, 24, NEET
I class old fashioned as phone calls or meeting up face to face as u
can engage in conversation this way easier, texting u can stop half
way and not get a reply for like an hour don't get me wrong I do text
but not for conversational purposes more so if I'm meeting
someone will arrange a time or place so its for quick and straight to
the point purposes.
Female, Northampton, 20, NEET
I keep in contact with my family
either text or call. i use whatsapp to
contact friends and family especially
when sending pictures would cost
via text. i use twitter and fb apps to
contact friends and occasionaly use
skype if i havent seen someone in a
long time
Female, Northampton, 20, NEET
i probably tweet quite alot and more
than i share on facebook as my
twitter is more personal. i have too
many people on facebook that i
might not want knowing everything
going on in my life. if im honest alot
of people i have on facebook i
might not talk to very often I’m just
a bit nosey!
NEET refers to young people not in education, employment or training
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Choice of either professional or user generated
entertainment was mixed
14
Participants took part in a group discussion on their preference for professional or user generated content
Preference for online vs.
traditional media content
was driven mainly by
considerations of
comfort and
convenience.
Male, London, 16, in education
I'd rather be able to have access to
YouTube through a computer, phone
and tablet because I can pick anything
I want to watch on YouTube were as
on regular tv you don't have your own
selection
Male, London, 21, NEET
I would definitely use the internet no doubt about it. TV is full of trends and
fashion. media coverage catered to what the audience want to hear and what
the news wants to realistically broadcast. However on the internet you can
watch your own shows and recap on tv anyway.
Female, London, 16, in education
I watch YouTube videos quite often but I'm generally drawn to the ones that
have been filmed well and professionally as it is more pleasing to watch…. [I’d
prefer] Professionally made content from the TV…Sometimes I find amateur
videos boring and pointless but I know I'm almost always definitely gonna be
entertained by professionally made content
Female, Northampton, 22, in
employment
I definitely prefer watching the tv, for
different reasons such as the
comfort factor, the ease and the
screen size
When asked to compare the
‘quality’ of content, opinion
was mixed. Most preferred
professional content;
however others welcomed
the power of users to
contribute to their own
agenda and thus ‘quality’
was less of a factor.
NEET refers to young people not in education, employment or training
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Chapter 3
Role of
smartphone
technology
The amount spent on their mobile was very varied
16
Participants took part in a group discussion on how much they spend on their phone contract
• When deciding how much to spend, young people trade off between amount spent per
month, how much the phone was and the types of tariffs they chose
• Most seemed very aware of their spend and what their contract included
Cheap
Expensive
£5 per month
£21.52 per month
£54 per month
Unlimited internet and free
calls to same network
BUT has no upgrades
One month rolling contract
BUT bought the iPhone
outright
BUT includes internet and Sky
TV, Free calls up to an hour,
International calls for 9p/minutes
• Those who spent less on their
contracts tended to use fewer
functions on their phone
• Those with bigger spends
utilised their phones more and
worried less about usage in
terms of spend
Female, London, 24, in employment
The price of my phone bill is high (£37 p/m), however when I got my
phone it was the best price around at the time. I am hoping to get a
cheaper contract in December but I will never not have an Iphone
again.
Male, London, 16, in education
My phone bill is 10 pound a month, fairly cheap but it’s very good
and gives me 100 minutes and 500 text which I can live with.
NEET refers to young people not in education, employment or training
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The cost of phone contracts were seen to be
expensive, but worth it
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Participants took part in a group discussion on how much they spend on their phone contract
• The cost didn’t differ by age or life stage; and all seemed to think that the cost was “worth it” in order
to maintain their media habits. However, some were wary they pay a high amount for their phone
currently and suggested they may be able to get a better deal.
• Several described ways in which they control their spending. For
most people, their phone was high up on their list of spending
priorities, although it came slightly lower down for those who live
independently and pay their own bills.
Female, Glasgow, 17, in education
My parents pay my bill as I do not earn money. I think the cost is worth it as
I use my phone everyday for a lot of time, I get the use out of the money
whereas I might spend money on clothes and not get the use out of it.
Female, Northampton, 20, NEET
it does seem more of a priority than most things as I use my phone for so
much
Ways participants kept
costs down:
• They use services that
allow them to send free
messages and pictures
• Not calling or avoiding
numbers that charge
• Only downloading free
apps
• Only calling people on the
same network
• Being on a suitable tariff
for your needs & capping
your contract
Female, Northampton, 20, NEET
I pay my phone bill its 30 a month but I ALWAYS pay at least 20 extra for
going over my internet limit…I got told in the shop “nobody ever goes over
that you will be fine”
NEET refers to young people not in education, employment or training
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Participants did not believe they could ‘survive’ without
any form of phone for a prolonged period of time
18
Participants took part in a discussion on whether they felt they could live without their smartphone
…but there was a divide between those who could make do
with basic phone features and those who firmly couldn’t
• Under certain conditions such as a
limited time period and having a
basic phone, the majority argued
they would be able to adapt to
having less functionality.
Male, London, aged 21, NEET
I restricted my self but I adapted to
the change quickly. it was not as
bad as I thought it would be
• Some had experience of
having to do without and it
was not as bad as they had
anticipated.
• For others, their smartphone could not easily
be replaced, even with a basic phone.
Female, Northampton, 20, NEET
felt like part of me was lost it was a
nightmare. could never do it again.
Female, London, 24, in employment
I can not live without my smartphone, if I
left it at home on way to work I would
actually be late for work and go back for it,
that’s how much I need my phone.
• Some talked about their
‘addiction’ to their phone and
that it would take willpower to
not be able to use their phone.
NEET refers to young people not in education, employment or training
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Mobile communication is favoured for convenience,
but face to face communication is still valued
19
Participants took part in a discussion on whether they felt they could live without their smartphone
• There was an acceptance that it is possible to be on your phone too
much and to become over-reliant on it.
• Some thought a ‘break’ from communicating could be a good thing… as
long as they could still access their phone if they needed to!
Female, Glasgow, 16, in education
I think it's really bad that I'm so dependent on it and yeah I wish I didn't use it
as much and stuff. Being without it for a week would probably benefit my
eyes because they can feel quite strained after a while
• Despite acknowledgement of the
importance of face to face communication,
when put to the test, many admit that they
would rather go without transport for a
week than without their phone.
• This may be explained by a fear that that
they would be out of the loop with their
friends if they didn’t have their phone.
Female, Glasgow, 17, in education
I think face to face contact is really important because it
helps you develop proper social skills while talking online
you can be more confident than you actually are. I know I
couldn't get to know someone properly online I would have
to be with them in person
Female, London, 24, in employment
This is gona sound really silly *laughs* but I would say a
week without transport. I can't bare the non-form of contact.
NEET refers to young people not in education, employment or training
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Technology changes so fast, so young people can’t
predict how their communication will change
20
Participants took part in a discussion on whether they feel they could live without their smartphone
Do you think the way you communicate will change as you get older?
“I’ll probably call people
more rather than text and
not use twitter and
Facebook as
much…because people
like my mum don't use
things like facebook as
much but it might be
different because my
generation have been
brought up with technology”
Female, Glasgow, 17, in
education
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“I'm actually not to
sure but what I would
say is that
technology is sooo
advanced these
days, u just don't
know what is around
the corner. It may do
but on the other hand
it may not.”
Female, London, 24,
in employment
“If you mean if technology will
change the way we
communicate then there is no
doubt about it. It's changed
so much already. And if you
mean if the way I personally
communicate will change, then
of course because I believe
you have to keep up with the
changing times else you are
kept behind. I mean my nan
had an iPhone so I don’t have
much choice.”
Female, Northampton, 22, in
employment
Chapter 4
Sarah
£32 per month (include unlimited calls &
texts, plus 1GB Internet)
I describe my
activity as…
Constant
Interactive
16
22
£10 per month
Smart
Glasgow
Communications
Sarah uses apps like Facebook, Twitter and
Instagram throughout the day to keep in touch
with her friends.
She uses FaceTime for
longer conversations
and Tumblr for sharing
online content.
Talks to her sister
for one hour.
“It's more like
we're together and
more personal “
“Tonight I've used Tumblr
for an hour. I've contacted
other users and reblogged .
It’s a good way to pass time.
I like making my own blog
look good“
£5 per month
Utilities
She finds apps easy and
convenient to use for
shopping, finding
information and booking
activities.
Entertainment
Sarah watches a lot of professional media content on her
phone using catch up TV apps, but also enjoys the novelty
of creating her own films on Vine. She prefers watching
feature length films on TV as it is more comfortable.
Used Cineworld app
for 30mins on the
train to decide what
film to book. Easier
to use than
the website.
“I used the topshop
app for about 20
mins to buy a dress
for the weekend”
Names and photographs have been changed
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“I use the sky
app about 4
times a week.
I also use 4od
and itv2 player
on my phone “
Occasionally
watches
programmes
on youtube
but not very
often
20 mins. Used to
make her own vines
but now watches
other
people’s
and
shares them
with friends
Downloaded a
game to her phone
then played it for 30
mins
“I think my friends have a
big part to play in what I do.
I was the last one out of my
friends to get an iPhone so I
just downloaded all the apps
that they had”
“I think face to face
contact is really
important because it
helps you develop
proper social skills
while talking online
you can be more
confident than you
actually are. I know I
couldn't get to know
someone properly
online I would have to
be with them in
person“
“Even when I’m on my laptop
or watching TV I’m always on
my phone checking it.“
Sarah uses her phone mainly to
stay connected with her friends
and to find out what is going on. It
allows her to maintain her existing
relationships, particularly with her
sister who lives far away.
Sarah’s phone has
become an mobile
version of her laptop.
She takes it everywhere
with her and feels she
could not ‘go back’ to
having a phone with
less functionality.
She has got used to
having easy access to the
internet at any time and
anywhere. She uses apps
for entertainment, and for
utilities as it is usually the
most convenient option.
Sarah does not think she could last
more than a week without her iPhone.
However, she sometimes wishes she
wasn’t so reliant on her phone. She still
values face to face communication.
“New ways of communicating are good if there no way of
actually seeing someone in real life like a long distance
relationship but personally I wouldn't like that to be the
only way of seeing them”
Names and photographs have been changed
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“I couldn’t go back to having
another phone. I’ve got used to 23
having the Wi-Fi and apps and the
easy access to everything I could
get on a laptop but I can have it
anywhere I want”
“I would probably
use my laptop a lot
more if I didn't have
my phone “
“I would probably
choose to watch
programs and
films on the TV
because I find
they're easy to
watch and more
comfortable.”
“I think it's really bad that I'm
so dependent on my phone.
If I don't have it I feel as if I'm
missing out on something
and I'm not connected”
Mo
I describe my
activity as…
21
21
Innovative
Exploitation
Creative
£5 per month (unlimited internet and
24
calls to tmobile numbers. 300 mins and
texts to other numbers)
London
Communications
Mo uses apps like WhatsApp to contact friends for
free. He checks his emails, Facebook and Twitter
regularly on his phone. He also makes phone calls
when necessary, particularly to family.
Utilities
Mo doesn’t use many
utilities on his phone but
does use his laptop for
more complex tasks.
“I just saved a few
images to my phone”
I have been using
whatsapp for a
very long time.
maybe since 3
years ago. I would
use it to contact
my family and
friends as we all
love how it’s free.
Entertainment
Mo avoids spending money on entertainment content.
He enjoys spending time browsing user-generated on
content on YouTube and uses SoundCloud as a
source of new music on his phone. He uses specialist
software on his laptop to produce his own music. He
prefers watching programmes on the internet rather
than live TV as he likes to be able to tailor content to
his interests, and dislikes adverts.
“I spent 1 hour casual browsing
on YouTube on my phone. I
watch videos of people giving
life advice. I choose to watch
them because they funny”
“I downloaded a new
“It will be a quick phone call for friends
so we can meet and continue the
conversation in person. if it is family
then it will be quite a long phone call at
home“
game called Shadow Gun
and tried it out for 30
mins. Excellent graphics!”
Names and photographs have been changed
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“I’d maybe check soundcloud, to
see what kind of links people
have uploaded, what kind of
music is on there, because I’m a
music producer.”
“I use my phone and my
laptop quite evenly. I use
my phone to check emails,
communicate with people
on facebook and maybe
check updates on twitter. I
do a lot of communicating
through my phone.”
“It’s difficult to
justify if new
technology is a
bad or good
thing. I guess it
depends on the
person and how
they use it. It can
either eliminate
social life by
keeping people
attached to
technology
through
entertainment or
bring people
together through
communication”
“I use my laptop for any
work such as word
processing and downloading
films or making music”.
“For me personally a phone needs to have excellent CPU
processing power so it can do what I tell it to do as soon as I 25
command it to. My laptop is quite handy because its quite
fast”
Mo selects the most appropriate
piece of technology for each activity.
He is interested in the specifications
of the technology he uses – speed,
efficiency, graphics and processing
power.
Mo uses his phone and
his laptop in equal
amounts. He uses
technology more than
most of his friends or
family because he uses
it for specific purposes,
such as producing and
publicising his music.
“I have come to
understand that the more
a phone can do the more
you can use it for”
He uses his phone and
laptop more than some of
his friends, and in a more
complex way than his
family. However, he is very
aware of how much he
spends on his phone,
using free apps to avoid
extra spending.
Mo acknowledges that technology
plays different roles for different
people, and feels there is a balance to
be struck.
He once had to go without use of a working smartphone,
but found it wasn’t as bad as he thought it would be.
“People had a
more active and
social life
without internet”
“There was a time where I had to send my phone
for repair. I was using this phone literally only to
make calls and text . I restricted myself but I
adapted to the change quickly.”
Names and photographs have been changed
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“I upload and
download videos
and share videos
for promotional
use, so my activity
is a bit more
active than my
friends. Only
some of my
friends stream
videos as much
as I probably do.
Family, they use it
just for calling or
texting.”
“A good trick is literally to use
only the free apps like viber,
message me, whatsapp. If u
need to make a call… ask if
the person can call u back”
Alicia
I describe my
activity as…
Fast
Easy
Reliable
24
£54 per month (includes Internet and
26
Sky TV. 1 hour free calls per day. Calls
abroad for 9p per min.)
London
Utilities
Communications
Alicia uses her phone on a daily basis, mostly for
communication. She spends hours at a time contacting
friends when at home through social networking apps.
She uses free apps like Skype to chat to family abroad.
“It saves me
money not
having to keep
buying phone
cards”
“This morning I have
made quite a few
calls to family
members only. It
was personal and
wanted to speak to
them on the phone
rather than text or
watts app them. I
was at home”
“I do not really text people, very rarely I
do that. However I have been on
wattsapp all day sending pictures and
videos. I probably send around 20
messages and the photos probably
around 3 every other day”
Alicia uses the internet to research for
her course. She often does shops for
clothes online.
“ I was
browsing
for about
1 hour
looking
for a pair
of work
shoes”
“This evening I have
accessed sites such
as trading websites
as I'm doing a
distant learning
course. I also filled
my time sheet online
through my agency
which was vey useful
as I did not have to
use the computer “”
“I was using google
to find cheap online
retailers.”
Names and photographs have been changed
© Ipsos MORI
FINAL | FOR PUBLICATION
Entertainment
She likes being able to watch media
content on the move and prefers to
watch programmes on her phone,
rather than on TV.
“I have been
watching tv soaps
catch up on my
bbc three app for
around 3 hours.
sometimes I am
not at home so I
catch up if I'm on
my way out
somewhere.”
“I also downloaded a game
for my niece to play which
was a free app”
“This morning again as usual I have
been on watts app. I never realised
how much I used it. I do rely on it
quite a lot. For me it is the best form
of contact especially when you want
to send pictures. everyone I know is
on watts app in UK”
“I can't
bare the
non-form
of
contact”
“I cannot live
without my
smartphone, even
for an afternoon. If
I left it at home on
way to work I
would actually be
late for work and
go back for it
that's how much I
need my phone. I
suppose it's just
down to addiction
like a person
addicted to
cigarette”
“When I don't have access to my laptop I use
my phone. I would say a computer is more
easier as you can see everything”
Alicia relies heavily on WhatsApp
for communication with both
friends and family. She likes using
apps like this because they are
quick and efficient.
Alicia acknowledges that
she is “addicted” to her
phone. She enjoys having
the latest gadgets and feels
the need to be in contact
with people all the time.
She uses the internet
to access information
relevant to her
distance learning
course.
She prefers to use her laptop for this,
but will happily use her phone if her
laptop isn’t available.
Alicia prefers to watch programmes
online rather than on TV, as there is
more choice. Her phone being the
preferred platform.
She would rather go a week
without transport, than a
week without her phone but
still wouldn’t like to give up
face to face communication
all together
Alicia is concerned about
the privacy of her
information online, but
seems a little unsure of
when her data is or isn’t
secure.
“My friends don't rely on
gadgets, whereas I do which
“I think both forms of communication are just as
is annoying. I love new
important to be honest as it’s nice to know you
electrical gadgets. My
can see that relative/friend in person instead of
friends would prefer to shop”
just communicating in the other end if the phone.”
Names and photographs have been changed
© Ipsos MORI
FINAL | FOR PUBLICATION
“I much prefer using you tube
as with watching normal27TV u
are limited to what you can
watch even if you have sky. I
watch a lot of American
reality TV programmes and I
only find these in either
YouTube or other websites. I
would rather watch it on my
phone because it is easier
and lighter to use”
“On social networks
such as Facebook
and twitter my wall is
on private so that
only my friends can
see it. I don't do
Internet banking for
the shear fact I don't
trust it with all these
Internet fraudsters
around. I’m not too
sure how I could
protect my personal
information. I do
have an eBay
account but feel
more secure with it
as it linked to
PayPal.”
Ben
£21.52 a month
22
28
+ around £10 per year on I-tunes
Northampton
Communications
Ben uses his phone mostly to communicate with
people, mainly for a specific purpose rather than
general chatter. He chooses the appropriate channel to
contact different people, based on his knowledge of
their own communication preferences and habits as well
as cost.
“I've checked 10+ times today on my
phone, but at around 30s each. there are
about a dozen of us in a group chat which
is normally just poking fun at each other”
“If I need something answering
(even if its just, want
something from the shop?) I
call them. I tend to call people
while walking somewhere to
avoid walking into things while
typing, otherwise I'd rather
message folk as often people
can't answer the phone though
might be able to text me back”
Utilities
He uses apps to help plan journeys.
He finds it helpful to have this
information while he is out and about.
“I used the phone for working out
the train timetable, then for a map of
the underground before as a map to
find the nearest Tesco to the park”
Checks BBC
News for 5
mins over
breakfast and
5 mins every
night before
bed.
“The find friends app is particularly
useful for avoiding the question 'where
are you?' as they can just look it up”
Names and photographs have been changed
© Ipsos MORI
FINAL | FOR PUBLICATION
Entertainment
Ben watches media content
on both his phone and his
laptop.
“ I watched a
video sent to
me from my
brother and a
variety of
things from
channels I'm
subscribed to”
“Angry birds is played
until I complete one
level so it varies daily”
“I sent one email to
dad [he spends most
of his time at work on
a pc with emails
open, normally the
easiest way to get a
response])”
If I had a
map and a
basic phone
I think I'd be
quite
happy…but
going to
having
nothing and
not being
able to text
or call
people was
unpleasant.”
“woke up messaged someone on
WhatsApp (but I won't get a reply
until around 2pm, they're not a
morning person).”
“An image will go via WhatsApp if they have it,
then iMessage if they have an iPhone, if not then 29
it goes through Facebook. Though that order
holds for texting too“
He tailors his approach, selecting
from a range of different
communication channels depending
on who he is talking to and what
response is required.
Ben uses his phone
routinely, relying on
it for utilities and to
Ben is a little concerned about the
facilitate face to face
privacy of his financial information
interaction.
online. He is willing to lose some
privacy if he feels the benefits
He views his phone as a safety
outweigh the costs.
net that is there in case of
emergency. Uses both phone
and PC for similar purpose,
“Been out for dinner so avoided
with his phone being a more
my phone for the past few
Ben is happy to go periods of time without
mobile option.
hours. That said, now I'm back,
using his phone, but only on his own terms.
He purposely goes without using his phone
if he is engaged in other activities, but
doesn’t like the idea of not having it to hand
when he needs it.
I had to drive home without a phone
(which I really don't like doing, as if I
break down or get lost, there's no
phone to ring for help or to get
directions with).
FINAL | FOR PUBLICATION
already checked Facebook and
replied to the missed messages
on WhatsApp. Will check
Facebook, BBC news and a bit
of angry birds before bed. “
“I would feel lost (without it), little things like not having my phone to
listen to music while on the bus, not being able to check my email”
Names and photographs have been changed
© Ipsos MORI
The benefits of
someone being able
to find me [using
find friends] (or
rather my phone) if I
don't come back
from say a bike ride
or a night out
outweigh the
privacy I lose in
using the app.