Technology is playing an increasingly important role in people’s lives, with 56 per cent of Britons saying that they rely on technology while on the move, according to a survey from lifestyle and environments network Kinetic.

This figure compares to 44 per cent a year ago. Of all age groups, it was 18-24 year olds who agreed most strongly with the statement: “Technology is important in my life when I’m out and about, on the move.” 45 per cent agreed in June 2010, compared to 26 per cent in August 2009. The most notable increase was seen, however, among 45-54 year olds, 32 per cent of whom agreed with the same statement, compared to 14 per cent 10 months previously. 

Kinetic says the increase in popularity of smartphones, together with the release of the iPad and the prevalence of wi-fi on public transport and in social areas such as coffee shops and pubs is thought to be behind the rise in the number of people using technology on the move.

Other areas explored in the panel research include people’s use of social networking, which showed that 28 per cent of Facebook users now access the site on the move – that’s more than the number of people who access it while at work.

The study also found that 24 per cent of respondents have a Twitter account, but of those, 66 per cent said they haven’t used it in a while. That compares poorly to Facebook, the most popular social networking site among Kinetic’s respondents: 74 per cent of survey repsondents have a Facebook account, and of those, 81 per cent use it regularly.
The research also revealed that 29 per cent of people believe mobile technology has made them less reliant on using their original workplace, while 20 per cent say their mobile phone is more important than their PC.

Crucially for brands that are looking to make the most of mobile technology in their advertising strategies, 18 per cent of respondents said they don’t mind receiving advertising on their mobile phone, so long as the message is relevant to their immediate environment.

The findings are part of Kinetic’s Moving Minds research, which helps determine ad strategies for Kinetic’s clients, based on people’s behaviour and movements outside the home. The panel is a nationally representative online sample of 500 UK adults, chosen at random from a pool of quarter of a million.