Smartphones helping to bring us closer together

NEARLY half of us are active on social networks such as Facebook, Twitter and LinkedIn every day, according to research which shows the rise in the number of smartphones is fuelling the addiction.

While 48 per cent of Britons check their social networks every day, the rate rises to 66 per cent among owners of smartphones. Six out of ten Britons have a smartphone while 13 per cent now own a tablet.

Professor Steven Van Belleghem, of InSites Consulting,, which surveyed 7,500 people worldwide, said: “The results of our study clearly illustrate the importance of mobile internet. Apart from entertainment, consumers also use their smartphone for a broad range of practical online applications. Navigation and weather monitoring applications are especially popular. The fast-paced mobile evolution has given fresh momentum to the use of social media.”

The study shows that the average consumer is a member of two social network sites, often Facebook and one other site.

Researchers said Instagram and Pinterest were both growing in popularity.

Professor Van Belleghem said: “Only sites that bring something new to the mix are able to arouse the consumer’s interest, which explains the success and potential of Instagram and Pinterest. Both sites offer something that neither Facebook, Twitter or LinkedIn have, and that’s why consumers are interested”.