Here’s a funny survey: 87% of Android users admitted to using their device while on the toilet.
11mark surveyed 1000 Americans and discovered neither men nor women are going to the bathroom empty-handed. They found out that 74% of men and 76% of women use their mobile phones in the bathroom. Out of this number, 63% of people take calls and 41% initiated a call. Moreover, 67% read text messages while 38% surf the internet.
Surprisingly, men are the ones who are more attached to their smartphones compared to women. 30% of men said “I don’t go to the bathroom without my mobile phone,” only 20% of women answered yes to this. 20% of men also work from their bathroom cubicle; while only 13% of women do this.
On the subject of which smartphone people use on the toilet, 87% of respondents use their Android device, while 84% and 77% were BlackBerry and iPhone users, respectively. Compared to BlackBerry users (who answered phone calls), Android and iPhone users were most likely using a social network or an app on the toilet.
“The writing is on the stall,” says 11mark’s Nicole Burdette “This study confirms what we all know – that the last private place is no longer private. And, that the ‘mobile-everywhere’ phenomenon is flushing out a host of new opportunities for savvy communicators.”
How about you? What do you do when you use your smartphone in the loo? Let us know in the coments below.
New IT in the Toilet Study Shows Americans Aren’t Spending Alone Time Alone
Study Highlights Americans’ Habits Behind Closed Stalls
Alexandria, Va., January 30, 2012 – Three-fourths of Americans with mobile phones report they use their phones in the bathroom, according to a new study by 11mark, a new integrated marketing agency. Americans are texting, emailing, and yes – as you may have heard – talking on the phone in the bathroom. Approximately one quarter of Americans report they don‟t go into the bathroom without their phone. The new report, “IT in the Toilet,” uses the “bathroom benchmark” to examine just how connected we have become.
The survey of 1,000 Americans reveals that neither men nor women are going to the bathroom alone today – 74 percent of men and 76 percent of women report they have used their mobile phone in the bathroom. 63 percent report they have answered a phone call, and 41 percent have initiated a phone call. Many (67 percent) have read a text, and 38 percent have surfed the Internet. Men are a bit more attached, however, with 30 percent reporting, “I don‟t go to the bathroom without my mobile phone,” versus 20 percent of women. Men also work more from the bathroom – 20 percent say they have participated in work-related calls versus 13 percent of their female colleagues.
Droid users are slightly more likely to use their phones in the bathroom overall; 87 percent have used their phone while indisposed, versus 84 percent of BlackBerry users and 77 percent of iPhone users. BlackBerry users are most likely to answer a call in the bathroom. 75 percent of BlackBerry users report they have done so, versus 67 percent of Droid and 60 percent of iPhone users. But, Droid and iPhone users are more likely to browse a social network or use an app (in the bathroom) than their BlackBerry colleagues.
As expected, Gen Y respondents are the heaviest IT in the toilet users. Ninety-one percent use their phone in the bathroom, but older generations are not far behind. Eighty percent of Gen X report they use the phone in the bathroom, as well as 65 percent of Boomers, and 47 percent of the Silent Generation (guess they are no longer silent.)
Americans are using apps to connect to their favorite content, quickly – 59 percent of Gen Y, 43 percent of Gen X, and 22 percent of Boomers have used an app in the bathroom. While online, they are doing more than just surfing; 16 percent of Gen Y report they have made an online purchase while in the bathroom. iPhone users are particularly likely to browse and buy in the bathroom – 22 percent have made a purchase, versus 10 percent of Americans with mobile phones overall.
“The writing is on the stall,” says Nicole Burdette, principal, 11mark. “This study confirms what we all know – that the last private place is no longer private. And, that the „mobile-everywhere‟ phenomenon is flushing out a host of new opportunities for savvy communicators.”
The “IT in the Toilet” study is based on an online survey of 1,000 Americans with mobile phones in October 2011. To learn more and download the full free report, please visit http://www.11mark.com/IT-in-the-Toilet.
11mark is an integrated marketing agency that serves up innovative communications solutions. We offer independent counsel and big ideas to help clients influence opinions, shift perceptions, and win in competitive markets. 11mark is a 300Brand company. For more information, visit http://www.11mark.com/.