70% of smartphone users check device before getting up

70% of UK smartphone users frequently check their device before getting up in the morning, according to research from digital market research and tech company Toluna.

Using a sample size of 1,000 Brits, the survey revealed that in addition to checking their mobile first thing in the morning, 32% look at their device if they wake up in the middle of the night, while 58% do so immediately before going to sleep.

In terms of second screening, 57% of respondents said that they use more than one device at a time, while 40% admitted to using a tablet or laptop while watching TV.

In contrast, 63% of tablet users and 61% of laptop users said they do not use other devices at the same time.

“As consumers use multiple devices to access the internet, it is becoming more important to understand how habits are changing,” said Paul Twite, managing director, UK, Toluna.

“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.

“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.”