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.
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.”Log in to download the report