The study, from experience analytics Contentsquare, was released to coincide with ‘World Sleep Day’ this month.
The research, which surveyed over 1,000 UK consumers, found that 21% of Brits sleep with their mobile phones, and that 19% have dreams about shopping — 4% have even dreamt about their mobile phones.
Meanwhile, the shift to remote work means that a third (33%) of Brits have been working from their beds during the COVID-19 pandemic.
Mobile has made its way into more than just our beds — a fifth (20%) of Brits say they shop on their smartphones while eating, and 11% have shopped while talking to friends online. 1 in 7 Brits (14%) even admit to shopping on the toilet.
Long considered the ‘on-the-go’ device, mobile is now the preferred way for consumers to interact with brands. After analyzing 20 billion web sessions, Contentsquare found that mobile traffic grew by +16% in 2020, and that smartphones drive almost two-thirds (64%) of all web traffic today.
“The key to maximizing your mobile strategy is to deliver a customer experience that matches your audience’s goals,” said Niki Hall, Chief Marketing Officer at Contentsquare. “A consumer shopping in bed has a different mindset to someone browsing on a desktop, and these seemingly subtle differences can have a huge impact on how they convert. Retailers should anchor their data and personalisation strategies to their customers’ objectives and expectations, and mobile today is at the heart of both.”