Digital detoxers more likely to trust online advertising

New TouchPoints report finds ‘Digital Detoxers’ are three times more likely to trust online advertising and influencers than the general public.

A new IPA TouchPoints perspective has revealed that ‘Digital Detoxers’ are three times more likely to trust online advertising and influencers than the general public.

The report, which outlines the profile, behaviours and attitudes of Digital Detoxers, defines them as people who use tools designed to limit or manage their screen time, representing 4.4 million people.

As well as their increased affection for online advertising and influencers, the report found that Digital Detoxers:

  • spend 15 minutes longer on their mobile phones than the general public daily
  • are very aware of their mobile dependency
  • are early adopters of new technology
  • are ethically conscious consumers
  • are nearly twice as likely to use the internet as a treat/reward or to lift their mood
  • are attempting to take control of their media consumption rather than taking part in an active anti-tech movement

Says Gabriela Cropper, Research and Marketing Executive, IPA: “This research highlights some important facts for those concerned about an emerging anti-digital movement. 

While Digital Detoxers seemingly want to reduce their time online, their attitudes are undeniably in favour of tech and online advertising.

Brands can take advantage of this by cutting through with innovation and efficiency, taking a stance on ethical issues or bridging the intention-behaviour gap with actionable insights.”

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Last updated 18 March 2020