The Chinese most definitely are according to GroupM Interaction’s latest survey of close to 1000 respondents.
Some of the most striking results, which I couldn’t help but compare myself to, include:
– 80% of respondents admit sleeping with their phones at arm’s reach (tick);
– 73% of smartphone users wake up to their phone alarm (tick), increasingly making watches a thing of the past (tick);
– 95% use their phones just before bedtime at the ’25th hour’ (er, tick);
– 66% ended a relationship by mobile – making this form of breakup otherwise known as a digital dump – (thankfully not a tick!). On the same note, sadly, according to other non-China specific surveys, most connected users would rather leave their spouses than their iPads at home when they go on holiday…
A quick poll to see if you too are guilty of the above sins! Say yes for those of you who tick 4 or more of the above behaviours.
Finally, we learn that in February this year China overtook the US as the world’s largest smartphone market.
With this in mind, marketers the world over ought to play closer attention to both trending and emerging consumer mobile usage behaviours in that part of the world. Watch, learn and get their marketing ready ahead of these behaviours hitting their shores.
More survey results can be viewed here: