US Insights

Breathe in, check iPhone, breathe out

Elizabeth Wilner

US Editor

Mobile 09.22.2015 / 20:25


Kantar
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Young-adult iPhone users check them an average 123 times daily

If you are between the ages of 17 and 25 and you own an iPhone, the only physical actions you might take more often each day than checking that phone are breathing, swallowing and blinking. None of which are voluntary - which is to say that young-adult iPhone users probably choose to use their phones more often than they choose to do just about anything else.

According to Kantar's US mobile behavioral panel of more than 4,000 iPhone participants, users aged 17-25 accessed their lock-screens to check their phones an average of 123 times per day between June 1 and September 21, 2015. That's twice as often as iPhone users aged 46 or older, if not more so. Users aged 46-55 checked their phones 63 times per day, on average, while users aged 56 and older checked their phones an average of 46 times per day. The overall average across all ages from 17 on up is 83 times per day.

The drop-off in average occasions of phone-checking is also greatest between the 17-to-25 age group and the next oldest group, age 26 to 35: 123 times daily compared to 91 times daily. "The two extremes of the two groups, age 17 and age 35, are quite different in terms of lifestage," notes Kantar's Sean Swalwell. "The numbers drop off quite quickly once users hit their 20s." The biggest impediment to checking your iPhone, it seems, is work.

The data also suggest that gender has no bearing on how often users check their phones, with only small differences existing between the average number of times men and women within each age grouping checked theirs.

 

Source: Kantar

Editor's Notes

This study of 4,000+ iOS users only includes iPhones, not iPads, and was examined as a subset of Kantar's overall US mobile behavioral panel of 15,000+. Android does not currently offer a universal lock-screen process across all its smartphones.

Kantar mobile behavioral panelists agree to install an app on their mobile/tablet device which captures all their daily digital activities, allowing the measurement of actual, not reported, behavior. The respondent is not required to do anything else. With their consent, Kantar can then view and analyze their digital behavior. This game-changing technology enriches your data in a way that has never been possible before. Mobile usage, ad exposure, and location awareness can all be measured and analyzed.

Journalists, to speak with our mobile behavioral experts, contact us. Follow us @Kantar and sign up for our alerts.

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