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Microsoft Advertising UK have just carried out some ethnographic research amongst UK families which led to the following headline “…1 in 3 UK families use tech to communicate within the home”
Well actually a rather impressive agency (Sparkler) surveyed 1,500+ families living in London Manchester & Birmingham and got some quite interesting results particularly on the family front we thought.
Initially the predictable logistics, but bear in mind the somewhat unusual family angle:
The With
The average homes has 10 connectable devices of which 6 connect to the internet
Percentage households with these devices, laptop – 89%, feature – 60% / smart – 74% phones, hand held – 26% / static – 63% consoles, tablet – 52%, MP3 player – 39%, e-reader -31%, set top box – 40% and connected TV – 25%),
We think Laptops probably includes PC’s and the feature phone % surprised us effectively it’s the fourth most popular device!
Not disclosed which would have been really interesting were the multiples. We guess in an average home with 2 parents and 2.4 children over 10 years old, smartphones would head the list followed by MP3 players, consoles, e-readers and tablets. Set top boxes we would add as an outsider. We’re sure they will increase as prices reduce eg the sky Now box is only £10.99!
The Where
Percentage of “technology related experiences” (Whew!) happening in the living room – 44%, bedrooms – 24% kitchen – 16% study – 15%.
Communication flow is sort of between all the rooms, no mention of the bathroom / which is again an omission we thought!
Within
1 in 3 families use their devices to communicate inside their homes.
The families who use texts /IM – 53% , and on connected devices families/children, texting & IM 17%/53%, Social networks – 19%/31%, and video chats 9%/16%.
SS (second screening)
75% of families use it. 69% on tablets and smartphones, 63% on laptops. Pity no tablet smartphone split is mentioned. Demographics – Kids 80% youngter family 76% older family 73% transitional family 68%.
Good work by the Microsoft Advertising crew although a little more disclosure would have impressed us even more!
We can’t help mentioning the rather impressive, sort of interactive 3D home page of the agency involved Sparkler.
Well worth a look – simply hover (flash required) or simply watch their logo transition!
We’ll leave you with Microsofts video.
