Smartphone Users Turning Down the Brightness on Their Phone Screens
Published on: 21st Jan 2014
Two thirds of British smartphone users who can have adjusted the screen brightness on their handset with half of them doing so to preserve battery life.
The youth segment aged 15-24 is most likely to change the settings and 66% of this group gave any of the aforementioned reasons to adjust the display settings.
An Apical Smartphone survey independently implemented by Ipsos MORI has highlighted the impact of screen displays on smartphone power. Half of all 15-34 year old males adjusts brightness solely to save power on his smartphone and this is a one of the dominant user groups (82% of the Male 15-34 age group owns smartphone).
The survey showed that half of all users (47%) are accessing social media as a top 3 activity. Significantly, eight of out ten (77%) are accessing some form of video based internet /app content with approximately 1 in 4 saying maps/navigation, viewing photos or viewing video sites such as YouTube are in the top 3 activities beyond calls and texts.
Already one in ten users and 14% of 15-24 year olds are playing video games and one in ten (9%) watching movies on their smartphone.
However the dominant and most concerning finding was the need for half of users (50%) to manually control the brightness, attempting to extend battery life during the day and/or enabling a better viewing experience (which generally works against battery life). Given the significant trend to access multimedia over mobile, the issue will only become more acute if not tackled.
Michael Tusch CEO of Apical said "The smartphone industry's message to its customers is untenable: we'll give you bigger, brighter displays and improved graphics, from which you won't be able to benefit if you want your phone battery to last into the afternoon or use it in a range of ambient light conditions."
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