Making Science

Sky Mobile reveals new data typologies

Gabby Fernie

Mobile Sky Mobile has revealed how Brits' mobile data usage has changed over the past twelve months, driving a new set of data typologies. 

The study of 2,000 British adults found almost half (46 per cent) of Brits' admit to increasing their smartphone usage recently, with having more free time or simply being bored being the main drivers.

The rise in usage has also seen a switch in the type of data being consumed. Entertainment streaming sites have increased greatly in popularity, with 82 per cent of those who use the services turning more to virtual entertainment in their free time. Connector services such as WhatsApp and Facetime have also increased (78 per cent), as people reach out to loved ones.

The pandemic has also seen a surge in the use of home cooking apps and websites (77 per cent), dating apps (46 per cent) and online services and digital retail services (45 per cent).

The findings have prompted Sky Mobile to team up with psychologist, Jo Hemmings, to identify the data typologies we fall into and her predictions on how these tribes will continue and evolve in 2021.

They describe three of the top typology tribes as follows:

  • Entertainment Enthusiasts: Lockdown saw streaming services provide a much-needed escape for people, and as life begins to ‘open’ back up, we will undoubtedly continue to tune in to the latest shows, ready for watercooler banter to resume. 
  • Logged-on Loved-ones: Recently, families have been going online to stay connected, and whilst it will never make up for face-to-face time, it has gifted everyone the ability to stay connected 24/7 with ease – which people will continue to relish even when they head back out.
  • Gourmet Gurus: With dining out a thing of the past (for now), ‘Gourmet Gurus’ are driving a newfound love of homemade meals, thanks to the rise of cook-along content, and even as we head back to the office, the satisfaction of making something new won’t let this newfound passion fizzle out.

"No matter which data tribe you fall into, Sky Mobile makes it easier for customers to save money. Whether you're still at home or back out exploring, we roll your spare data so you can choose what you want to do with it" said Sky Mobile Managing Director, Paul Sweeney.