CHARGit study

Jul, 2017

At CHARGit we’ve conducted research into the habits and opinions of users of portable electronic devices to help gain an insight into what’s important to them and to determine opinion on charging in general, with an extra look at how consumers view wireless charging.

In order to do this, we commissioned a study that polled 2,000 people from all regions of the UK, asking respondents a variety of questions as part of this process. The results were broken down by region, gender and age, with the gender split of respondents being 50/50 and covering the full spectrum of ages from 18 and upwards.

 

The first question posed to respondents was:

 Have you ever suffered from ‘battery anxiety’ (where an electronic device is low on charge) when out and about?

The overall response on a national level was 65% who said ‘yes’, with the remainder, 35%, saying ‘no’.

Individual regions offered differing results, with those in Yorkshire and the West Midlands being particularly susceptible to battery anxiety with 74% and 72% stating ‘yes’ respectively. The least concerned were respondents from Wales, with only 56% relating to battery anxiety.

For the remainder of this blog, we’ll look at the national level responses, however should you wish to hear more about the regional, gender or age differences, you can get in touch via the email address outlined at the bottom of the post.

 

The next question posed by the study was:

 Which electronic device do you most worry about losing charge for?

To which the most common answer was smartphone at 77%, followed by laptop at 10% and tablet at 6%. 6.6% selected ‘other’ before specifying the device they were most concerned about.

 

This question was then elaborated upon to work out which device they were most dependent upon as respondents were asked:

 Which electronic device are you most reliant on?

In these responses, smartphone’s percentage fell slightly to 63.9%, whilst laptop improved on its share, moving up to 21.6%, while 9.4% stated tablet.

 

 How reliant are you on the device selected in your previous answer?

36% indicted they were ‘constantly on it’, while a further 44.7% said ‘regularly, I check it every hour’. 15.1% said ‘Once a day to keep in touch with friends and family’, while 4.2% said ‘For emergency use only.’

The results were also broken down for each individual device, with smartphone users being most dependent as 37.1% admitted to being ‘constantly on it’, while 51.1% checked it ‘every hour’.

 

The next question then focused on smartphones specifically:

 In what situation(s) would you be most likely to worry about losing battery on your smartphone?

Respondents were given the following options and allowed to choose two answers, depending on which ones most applied to them:

  • Travelling                                                                    72.6%
  • Shopping                                                                     21.3%
  • When you’re alone                                                     50.9%
  • While in a hotel                                                          11.0%
  • While out at a restaurant                                           4.4%
  • On a night out                                                             29.7%
  • Working                                                                      5.5%

 

The next question then looked at what feelings this evoked in the user, as it asked:

 How do you feel when you’re low on smartphone battery?

  • Frustrated                                                                   43.9%
  • Angry                                                                           11.7%
  • Anxious                                                                       43.7%
  • Scared                                                                         8.6%
  • Isolated                                                                       16.4%
  • Cut off                                                                         26.6%
  • Happy                                                                          3.1%
  • Free                                                                             6.2%
  • Other                                                                           9.1%

 

Drilling down further the study then asked:

 Have you ever felt vulnerable when running out of battery for your smartphone?

To which 42.5% said ‘yes’, while 49.8% said ‘no’, with a further 7.8% stating ‘don’t know’.

 

Next, the study moved on to ask:

 What do you most use your electronic device for?

The top answer was ‘keeping in contact (messaging/phoning etc.)’ at 64.3%, followed by browsing the internet at 51%, work/emails at 37.8% and social media at 27.4%.

 

The next question focused on charging specifically, as it asked respondents:

 How often do you need to charge your phone/devices?

10.5% said ‘almost constantly’, 19.6% said ‘every few hours’, while 45.5% said ‘every night (overnight)’. Only 24.4% said ‘less than daily’.

 

The next question looked at the most likely places to charge a smartphone as it posed:

 Where are you most likely to charge your phone?

This question allowed respondents to rank the following answers in terms of preference (based on how likely they would be to do so) from 1 to 4.

  • While travelling in the car
  • Whilst on public transport
  • At home
  • At work

‘At home’ was, unsurprisingly, ranked as number 1 by 86% of respondents, with ‘at work’ ranked number 1 by 6.8%, ‘while travelling in the car’ by 4.6%, and ‘whilst on public transport’ by 2.7%

However, ‘while travelling in the car’ was the second most likely spot according to the 40.7% who ranked it at number 2, while ‘at work’ was ranked second for 36.9% of respondents. ‘On public transport’ was second for 14.6% of those questioned, with ‘at home’ number two for just 7.9% of respondents.

 

Next, the study looked at the home specifically:

Which room in your home are you most likely to charge your phone in?

The most common was the bedroom at 42.2%, however the living room was a close second at 35.8% while the kitchen trailed in third at 17.8%.

 

Taking the study away from the home, it also looked at how important certain amenities were to respondents who were out and about. The first question of this nature looked at Wi-Fi:

If a venue didn’t offer Wi-Fi, would that prevent you from booking/visiting a venue?

The majority, 74.1%, said ‘no’, however just over a quarter, 26%, said ‘yes’ it would stop them going to a venue, suggesting that 1 in 4 of us would be actively put off.

 

Flipping this on its head and this time focusing on charging, the study then asked:

 Would you be more likely to visit/book a venue (bar, café, shop, restaurant, hotel etc.) that offered charging facilities as a standard service?

The majority in this case said ‘yes’, with 37.8% saying so, while 31.1% said ‘no’, with the remainder open to the concept, as 31.2% opted for ‘maybe’.

 

The study then explored the possibility of repeat business as it asked:

Would you be more likely to re-visit a venue (bar, café, shop, restaurant, hotel etc.) on a regular basis because of its friendly charging facilities?

Most respondents said ‘yes’ at 41.3%, while 27.1% said ‘no’ and 31.7% selected ‘maybe’ as their answer.

 

Taking the charging question further, respondents were asked:

Do you take a plug-in charge with you when you’re out and about?

One in five (19.9%) said that ‘yes, it’s always in my bag’, a further one in five (18.2%) said ‘yes, but only because I know where there are available sockets.’ 14.7% said ‘I would but I can never find a convenient plug socket,’ while the majority, 47.3%, said ‘no, it’s too bulky to carry’.

 

The penultimate question focused on the popularity and usability of specifically designed portable chargers:

Do you take a portable charger with you when you’re out and about?

20.4% said ‘yes’, while 13.6% said they would but ‘always forget to charge it’, while a further 15.7% ‘have one but always forget it’. Half though, 50.4%, said ‘no, it’s more hassle than it’s worth’.

 

The final question of the study looked directly at the appeal of wireless charging to consumers as it asked:

 Would you look to use wireless charging technology if it was readily available?

The response was positive for our vision at CHARGit, with 89.7% open to the concept, as 43.8% gave a firm ‘yes’, while 45.9% said ‘maybe’. Only 10.3% said ‘no’ they wouldn’t look to use it.

Over the coming weeks we’ll be taking a more in depth look at the findings and offering some analysis of what they indicate, so please keep an eye on the news section of our website for updates.

For those interested in looking at the findings of the study in more detail, including the regional, gender, or age related breakdowns, please get in touch via press@chargit.co.uk and we can provide you with the necessary data.