
Data Tribes: Sky Mobile has worked with psychologist Jo Hemmings to unveil the nation's data typologies with Entertainment Enthusiasts, Logged-on Loved-ones and Gourmet Gurus amongst the tribes identified
Data Usage: Free time (42%) and boredom (38%) has driven data usage to increase, changing how we interact with our smartphones
Data Consumption: 82% of users are turning more to entertainment streaming sites, whilst 77% of people have embraced a new love for home cooking thanks to the online services available to cook along to
Sky Mobile, voted Uswitch Best Pay Monthly and Best Value Pay Monthly network, has today revealed how Brits' mobile data usage has changed over the last 12 months, driving a new set of data typologies1. Entertainment Enthusiasts, Logged-on Loved-ones and Gourmet Gurus are amongst the tribes set to dominate, as we continue to move through 2021.
As restrictions begin to ease, more than a year after the first national lockdown, the study of 2,000 British adults found almost half (46%) of Brits admit to increasing their smartphone usage recently, with having free time (53%) or simply being bored (53%) as the main drivers for the enhanced usage.
Data Consumption
The rise in usage has also seen a switch in the type of data Brits are now consuming. For instance, entertainment streaming sites have captured the nation's attention, with 82% of those who use the services turning more to virtual entertainment in their free time. Whilst 78% of users are also turning more to connector services such as WhatsApp and FaceTime to keep in touch with loved ones. Meanwhile, 77% of people have now embraced a new love of home cooking as they look to apps and websites to cook along to.
Delving deeper into our mobile data habits, daters are increasing their search for love in the evening via various dating apps and online services (46%), with digital retail services (45%) also peaking in the evening - potentially due to us needing a retail pick me up'.
Data Tribes
The findings have prompted Sky Mobile to team up with psychologist, Jo Hemmings, to identify the data typologies we fall into and her predictions on how these tribes will continue and evolve in 2021.
We've experienced a different world over the past 12 months, and as we all pivoted to the new' everyday, it has naturally changed our smartphone and mobile data usage. I've compiled these data typologies to help us understand what our new data habits mean for us, and how these will adapt and be taken with us, as we move out of lockdown, psychologist, Jo Hemmings, explains.
The data typologies we fall into according to Jo Hemmings:
Entertainment Enthusiasts: Lockdown saw streaming services provide a much-needed escape for people, and as life begins to open' back up, we will undoubtedly continue to tune in to the latest shows, ready for watercooler banter to resume.
Logged-on Loved-ones: Recently, families have been going online to stay connected, and whilst it will never make up for face-to-face time, it has gifted everyone the ability to stay connected 24/7 with ease - which people will continue to relish even when they head back out.
Gourmet Gurus: With dining out a thing of the past (for now), Gourmet Gurus' are driving a newfound love of homemade meals, thanks to the rise of cook-along content, and even as we head back to the office, the satisfaction of making something new won't let this newfound passion fizzle out.
Retail Rewarders: Retail therapy has become the new go-to self-reward, and it's never been easier thanks to shops being just an app-click away. Even with the simplicity of ordering groceries from the comfort of our homes, Retail Rewarders' will long revel in retail ease, without the hassle of queueing!
Trend Publishers: From sharing pictures of their 10th attempt at banana bread to commenting on the latest viral moment, Trend Publishers' have found a new love of connecting in a way that is unlikely to change, as this group vies to keep its finger on the pulse.
Everywhere Gamers: Offering light-hearted relief, gaming app downloads have surged over lockdown, resulting in Everywhere Gamers'. And as we begin our commutes again and have awkward dead-time while waiting around for friends, gaming will remain our quick go-to time filler.
Audio Streamers: From listening to their favourite tracks, audio book or podcast, Audio Streamers' have been increasingly consuming audio entertainment to help stay motivated and inspired - a need that will remain as we flock back to gyms and the office.
Savvy Side Hustlers: Lockdown gave dreamers that nudge of encouragement and extra burst of time to set-up their own business. So now that fire has been lit, Savvy Side Hustlers' will continue to turn to their smartphones and push themselves to grow in 2021.
Digital Soul Seekers: During the past year, many have turned to meditation to ease their worries, with people using their phones to find guides, apps and support. Digital Soul Seekers' will continue to immerse themselves in the world of mindfulness, as they slowly ease back into normality.
Takeaway Tribe: Reducing life's little everyday stresses, the Takeaway Tribe' have turned to their smartphones to rid of dinner time hassle, with delicious meals delivered straight to their doors. And these takeaway treats will surely continue as people make the most of their newfound freedom.
Jo Hemmings continues, Whichever tribe you align yourself or crossover with, it's clear they all have one thing in common - connection. Whether it is consuming data to connect with loved ones, the wider community, or making our lives that little bit easier thanks to virtual services, our futures will now be forever enhanced by the support of our mobile data.''
Commenting o
Most recent headlines
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....
12/03/2025
Nevion announces new 400G addition to its eMerge SDN media fabric offering
Brie Clayton March 12, 2025
0 Comments
High-capacity switch enhances existi...
12/03/2025
DaVinci Resolve Studio Delivers Cinematic Sound for Adam Bol
Brie Clayton March 12, 2025
0 Comments
Feature film relies on DaVinci Resolve Studio for ...
12/03/2025
SVT Leverages Ateliere Live to Pioneer 100% Software-Defined Production at Rally...
12/03/2025
Berklee Awards Fenway Neighborhood Improvement Grant to Four Organizations A total of $17,000 will be distributed among the Boston-based nonprofits.
By
Madd...
12/03/2025
TVBEuropes Jenny Priestley sits down with new SMPTE president Richard Welsh to discuss his aims for the organisation going forward, its efforts to attract a you...
12/03/2025
The new process has significantly enhanced operational efficiencies, with automation freeing up creators to concentrate on higher value tasks
By Matthew Corrig...
12/03/2025
Jellyfish Pictures, which has offices in London and Sheffield, said it has been battling hard in the face of strong headwinds over the last 12 months
By Jenny ...
12/03/2025
Visit Booth #W2213 to Experience the Latest in AI-Driven Content Discovery and Workflow Automation
Bitcentral, a leader in media workflow solutions, is set to ...
12/03/2025
CHICAGO Jeff Lilly has been named WGN-TV director of technology effective March 17, 2025, according to Ric Harris, WGN-TV vice president and general manager....
12/03/2025
MOUNTAIN VIEW, Calif. A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected T...
12/03/2025
BOTHELL, Wash. The Alliance for IP Media Solutions (AIMS), Advanced Media Workflow Association (AMWA) and the Video Services Forum (VSF) will once again present...
12/03/2025
PHILADELPHIA Comcast announced that it has upgraded Xfinity Internet speeds for more than 20 million customers for no additional cost....
12/03/2025
Create with Maxon: Cinema 4D Fundamentals Workshop - March 12-14
Brie Clayton March 11, 2025
0 Comments
Makin' Waffles with Elly Wade
During Marc...
12/03/2025
Ottawa, Canada - March 12, 2025 - Ross Video is pleased to announce the appointment of Aaron Tunnell as Business Development Director, Cloud Solutions, reinforc...
12/03/2025
12 Mar 2025
VEON to release 4Q 2024 trading update on 20 March 2025 Dubai, 12 March 2025 - VEON Ltd. (NASDAQ: VEON), a global digital operator, today confirms ...
12/03/2025
Getting set for the Winter Olympics: Inside SVT's ongoing software-based pro...
12/03/2025
THE PLAYERS Championship 2025: AI Commentary, Shared-Reality Viewing at COSM, La...
12/03/2025
Seamless SMPTE 2110: A Discussion on Making the Move to IP Less Painful Leaders from Netflix, Monumental Sports & Entertainment, LinkedI, and Megapixel address ...
12/03/2025
Opening Doors of Perception: Meta's Ajit Ninan on Rethinking AR/MR Perceptua...
12/03/2025
With the 2025 Formula 1 season set to begin in Melbourne on March 16, Sky Sports is gearing up to deliver its most comprehensive F1 coverage yet. Following a th...
12/03/2025
Unicanal and Trece TV revolutionize Digital TV in Paraguay with Rohde & Schwarz ...
12/03/2025
Honoring Service, Celebrating Sport: Rohde & Schwarz UK Sponsors NavyFit Rugby D...
12/03/2025
New HVS-Q12 Represents a Quantum Leap in Switcher Design...
12/03/2025
Telespazio and ABS Expand Partnership to Deliver Tailored C-Band Connectivity So...
12/03/2025
ABC conducts independent audits across the TAG programs. In the March 2025 TAG s...
12/03/2025
Facebook
Twitter
LinkedIn
Moonlight: ESA program to create a satellite con...
12/03/2025
Facebook
Twitter
LinkedIn
In 2025, Thales ranks among the top 0.01% of the...
12/03/2025
Consumer show back following hugely successful first series
10 March 2025 Following a hugely successful first series, The Complaints Bureau returns to RT ...
11/03/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
11/03/2025
Salsa is making a comeback, captivating new listeners with its infectious energy...
11/03/2025
For many people, music can serve as a reflection of their roots and upbringing. ...
11/03/2025
The solution delivers reliable, scalable and secure connectivity for critical pu...
11/03/2025
SAN JOSE, Calif. Harmonic has announced that Weigel Broadcasting has deployed Harmonics VOS Media Software, which offers playout-to-delivery capabilities, inclu...