How Often do People Really Check Their Mobile Phones?

09/10/2015 Editorial

You've probably seen the claim that The average mobile phone user checks their phone 150 times a day. This bugs me, like the similarly ridiculous claim that Men think about sex every 7 seconds and for much the same reasons.
 

marketing tools.

 

So what's the real figure? It's: 
The average mobile phone user checks their phone 25 times a day.

Here's the data about phone checking from the Mobile Consumer 2015 Survey from Deloitte:

Figure 3. Frequency of looking at smartphone on a daily basis

 

Follow the grey line on the chart above: frequency of looking at smartphone on a daily basis for all people.

  • Only 16% of people check more than 100 times (4% + 3% + 9%), so the average can't possibly be 150 times. 
     
  • The median (average) is about 25 times: 54% of people check 25 times or less (1% + 25% + 28%) and 46% of people check more than 25 times (20% + 10% + 4% + 3% + 9%).

 

Please pass the real figure along:
The average mobile phone user checks their phone 25 times a day.

Zombi research like the "150 times" is very hard to kill, because it's what we secretly want to believe. We like the meme that the world is going to hell in a handcart and it's the fault of the younger generation (anyone younger than you) for behaving strangely.

But this is an important issue for marketing and don't you owe your fellow marketers the truth?

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