Last year the UK consumer spend on mobile devices was worth over £10 billion, according to research conducted by Ampersand Mobile.

The London-based digital marketing consultancy announced the findings of a consumer survey which was conducted to understand evolving consumer attitudes to mobile and its impact on the economy.

The study revealed 76% of consumers say that mobile technology is having a dramatic impact on daily life, from social behaviour, through to memory and health. The survey also revealed that almost half (41%) bought more products and services through mobile in the last 12 months compared to the previous year, bringing the UK’s total spend using a mobile device in 2015 to a potential £10.09 billion.

In particular, the research revealed UK consumers can’t manage without the social element of their mobile device for a single day:

· Almost half of people (47%) would miss the social element it brings.
· Almost a quarter (24%) would miss its entertainment and music capabilities.
· More than a fifth (21%) would miss the camera function their mobile device provides.
· More than a fifth (21%) also said they would miss reading news.

Nader Alaghband, CEO of Ampersand Mobile commented:

“Mobile technology is clearly having a dramatic impact on daily life, from social interaction, to the way we speak, our memory, our health, how we parent our children and ultimately the economy: how much we are spending, and where that money is being spent. Brands must devote more time, thought and ultimately financial investment into mobile. A tick box approach is not good enough with a potential £10.09 billion at stake: mobile must be right at the top of the boardroom agenda.”

The research also demonstrates how ubiquitous a mobile life is among the millennial generation. As millennials will make up 75% of the population in 10-15 years, brands looking to attract them must take heed of the essential role mobile already plays in their lives:

· 70% of 16-24 year olds would miss the social aspect of mobile if their device was left at home. More than a quarter (27%) of 55 to 64 year olds said the same.

· 19% of people said they’d miss banking functions if a mobile device was left at home. The figure rises to 30% for 16-24 year olds and 26% for 25-34 year olds, reflecting the growing adoption of mobile banking by younger people.

· 40% of people said a mobile device has changed their memory, for example delegating remembering numbers, directions & bank details to mobile. That rises to 52% for 16-24 year olds

About the survey

The survey of 2,000 British consumers aged 16-64 and was commissioned by Ampersand Mobile and conducted by independent research company TNS. Of these consumers, 1,735 were smartphone, tablet, smartwatch or fitness gadget users and went on to complete all the questions. The research was conducted to understand evolving consumer attitudes to mobile and its impact on the economy.

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