Marketers must react to changing consumer behavior caused by technology

The use of technology is changing consumer behavior and a survey conducted in the U.K. demonstrates that marketers need to react to changing habits and provide engaging content outside of traditional time-frames.

by Helen Leggatt

One thousand U.K. consumers were questioned by Toluna to discover which devices they used to access the Internet and how they used those devices. It found that technology's intrusion into everyday life elicits mixed emotions. While 85% claimed technology was a form of happiness, 77% saw it as a cause of stress. Despite technology now being an integral part of day-to-day life, many find it hard to switch off.

Smartphone use, in particular, is happening at all hours of the day and the U.K. is an 'always on' nation - more so than the U.S. A third (32%) check their smartphones before getting out of bed and even if they wake during the night. More than half (58%) check their smartphone last thing before going to sleep. Two-thirds sleep with their smartphone by their bed.

"With UK consumers active on the internet at all times of the day, and in all locations, it is important for marketers to be able to provide engaging content outside of traditional time frames," said Paul Twite, Managing Director, UK, Toluna. "It is also vital to react quickly to trending themes and stories in order to meet the high expectations of an audience that is always switched on."

Other findings from Toluna's U.K. survey include:

- 57% multitask, using more than one device at a time - 40% use a tablet or laptop while watching television;

- Most (63%) do not use other devices while using their tablet or desktop (61%);

- Television continues to be the most common form of media interaction - 62% watch 3 hours or more of television per day compared with 48% spending the same amount of time online;

- Internet is catching up with television in terms of exposure to advertising - a similar number of consumers seeing over 20 advertisements each day on each medium, 26% and 29% respectively.

Toluna conducted a similar survey in the U.S. The results of both can be viewed in TolunaTopics: The Multi-Screen Landscape.