LONDON, 20th May 2009. Yahoo! Mobile today reveals that Brits are so addicted to staying connected to the information that matters to them, that they are prepared to search and browse the Internet on their mobile in a number of unusual situations, including on the toilet and between the sheets – proving that our thirst for information knows no limits!
Based on a survey of more than 1,500 respondents across the U.K., almost a third (29%) of mobile users admit to searching for information while perched on the loo - posing a threat to the nation’s favourite bathroom read of the tabloid newspaper! Meanwhile more than a fifth (21%) browse the Internet on their mobile at the dinner table – calling into question the nation’s somewhat poor etiquette. Other seemingly inappropriate mobile search situations include: during business meetings (11%); wedding ceremonies (7%) and shockingly – between the sheets! (5%).
The Yahoo! Mobile survey of search habits reinforces the integral role mobile phones and Internet play in allowing us to quickly and easily access information on the go. One in three people now use the Internet on their mobile phones1, demonstrating an increasing need for people to stay connected to their online lives wherever they are.
Yahoo! oneSearch™ is different from other mobile search engines and is built specifically for mobile users, intuitively returning results grouped around exactly what people are looking for. For example, with Yahoo! oneSearch, typing in your favourite football team returns the latest results, fixtures, and team info right in the first screen. Typing in lottery will instantly return the winning numbers, and flight info or train times can be found in a matter of seconds. Visit http://uk.m.yahoo.com on your phone to experience Yahoo! oneSearch for yourself.
But what type of information can Brits just not live without? Today’s poll also exposed just what would drive us to a sneaky search, with football results being highest on the list for men, with one in five admitting to checking the scores at a wedding and, one in ten men saying they had searched for footie scores when in bed, let’s just hope they were alone!
Lottery results and reality TV updates are top on the list of search topics for women; however the survey shows it would take a lot more than Britain’s Got Talent to drive women to search in bed, with less than one in ten being tempted away from their partner to keep abreast of the gossip.
Charles Sword, Director, Yahoo! Mobile, Europe, comments: "This study reveals just how addicted the great British public is to getting information wherever they are. Today’s findings reinforce the importance of delivering mobile users with relevant information quickly and easily. Yahoo! oneSearch does just this whilst helping those sneaky surfers to avoid getting caught in the act!”
FOR MORE PRESS INFORMATION:
Estelle / Amie / Julie
Yahoo! Press Office
020 7632 2400 / 01442 261 199
NOTES TO EDITORS:
1 ComScore Mobile Advisor March 2009
To help users carry out their essential searches in the quickest way possible Yahoo! Mobile oneSearch proposes a 5-point search etiquette to get the most out of accessing information on your mobile.
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