The Marketing Bureau

Specialist Marketing & Communications Resourecs



Smartphones "Like A Digital Swiss Army Knife"

By Natalie Brandweiner
First Published on  

United Kingdom - Smartphone users spend over two hours a day using their device but only 12 minutes is used to make calls, new research has shown.

According to O2’s All About You report, smartphone owners spend most time using their device to browsing the internet (25 minutes a day), followed by social networking (17 minutes), playing games (13 minutes) and listening to music (16 minutes).

Taking photographs tailed the list in tenth place with three minutes per day.

The report also found that smartphones are replacing other possessions such as alarm clocks, watches, cameras and diaries.
According to the report, over half of users (54%) said they use their phones in place of an alarm clock, whilst 46% have dispensed with a watch in favour of using their smartphone and 39% have switched to use their phone instead of a separate camera.

Additionally, the report showed over one quarter claimed to use their phone instead of a laptop as the devices become “more intuitive and easier to use for things ‘beyond calls’.”

David Johnson, GM of devices for O2 in the UK, said: “Smartphones are now being used like a digital ‘Swiss Army Knife’, replacing possessions like watches, cameras, books and even laptops. While we’re seeing no let-up in the number of calls customers make or the amount of time they spend speaking on their phones, their phone now plays a far greater role in all aspects of their lives.”



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