The study, which was done in conjunction with the London School of Economics (LSE) and Lord Philip Gould, also includes the results of a unique ethnographic experiment depriving 24 people of their phones for a week to better understand how they shape our behaviour.
- One in three people would not give up their mobile phone for a million pounds or more, with women leading the way on those most likely to refuse.
- 76% of people believe it is now a social requirement to have a mobile phone.
- 85% of people think having a mobile phone is vital to maintaining their quality of life.
- One in five 16-24 year olds think having a mobile phone decreases their quality of life.
- Most young adults who took part in the ethnographic experiment felt mobile phones were not just a tool, but a critical social lifeline for feeling part of a friendship group.
- Most of 16-24 year olds would rather give up alcohol, chocolate, sex, tea or coffee than live without their mobile phone for a month.