By The Numbers: Peak Distraction In The Mobile Age

Have you ever physically bumped into someone when you’re busy looking at your phone? According to a Pew Research survey, 53% of all mobile users have experienced such “distracted walking” encounters, which is just one of many manifestations of “peak distraction.”


The rapid proliferation of mobile devices in recent years has ushered us into the mobile age, where access to information and content is always just one click away. Along with such modern conveniences, however, it has also brought us a new level of distraction, which makes it harder and harder for brands to be heard.

Frequency of checking phones

People are especially distracted when they are watching TV, as 63% of TV ads are ignored by consumers who look away to check their smartphones. According to a recent study, 43% of smartphone users check their device more than 25 times per day, with nearly 10% checking over 100 times per day.

Deloitte Device Obssession

On average, we spend nearly 3 hours each day on our mobile devices.  Yet as more and more of our time is taken up by smaller screens, we’re losing our ability to truly focus on everything else. To cut through the clutter and capture the attention of your audience, brands need to start deploying improved technology that can help to find the right moment to deliver an impression.

For more information on how to beat peak distraction and other market trends, check out our brand new Outlook 2015.