The bathroom is a popular place to use a mobile phone according to the results of a new study. “The writing is on the stall,” says Nicole Burdette of 11mark, the firm that conducted the survey. “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.” 63% of those surveyed said they have initiated a phone call while using the bathroom and 38% have surfed the Internet. Android owners admitted using their smartphones in the bathroom more than any other group of smartphone users; 87% of the Android users responding to the survey said they have used a phone in the bathroom while 84% of BlackBerry users and 77% of iPhone users admitted the same. The full press release for “IT in the Toilet” follows after the break.
New IT in the Toilet Study Shows Americans Aren’t Spending Alone Time Alone
Study Highlights Americans’ Habits Behind Closed Stalls
ALEXANDRIA, Va.–(BUSINESS WIRE)–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 visithttp://www.11mark.com/IT-in-the-Toilet.