New research has revealed that while smartphones may have set us free from our desks and turned us into instant photographers, it has given rise to an insidious new problem – deemed ‘FOSO’ (fear of switching off).
The study, conducted by YouGov Galaxy and commissioned by Red Agency, found that 85 per cent of full-time workers now regularly check their work-related emails outside of work hours.
The amount of time young people spend staring at screens is the biggest technology worry for Australians in 2018, with 64 per cent concerned about what Red Agency has dubbed the ‘head down generation’ – moving through life with their faces seemingly permanently buried in their devices.
The Red Sky Predictions report, which puts a spotlight on the marketing and communications industry, highlights that 84 per cent have slept with a mobile phone in our bedroom, including 61 per cent who have it by their side most nights.
Millennials are the most likely to take their device to bed, with 79 per cent sleeping with it and 60 per cent checking social media in bed most nights.
There is a price to pay with personal phone use and that of others leaving us wired and tired, buoyed and annoyed; 73 per cent who sleep with a mobile phone in the bedroom have had their sleep interrupted (apart from alarms).
When it comes to device-driven anti-social behaviour, 88 per cent have been on the receiving end of other people texting during a conversation or using their phone while having dinner (87 per cent).
The results also uncovered that for 19 per cent of Millennials, the switch to ditch the screen lasts mere minutes.
Regardless of age, most of us can’t sustain a long-term change in habitual screen staring, with less than one in 10 able to maintain a digital diet of reduced online screen time for a whole week.
Red Agency CEO James Wright said the study highlights that while the hands-free nature of mobile devices has made an ‘on-the-go’ lifestyle a reality, the device itself has become so intrinsic to daily social functioning that we’re unable to check out.
“Our new research highlights there is an uncontrollable need to always remain connected to the digital world. We have become a ‘head down generation’,” he said.
“Some are going as far as sleeping with the ‘enemy’, with mobile phones a standard staple in the bedroom – our go-to first thing in the morning and the last thing we say goodnight to before bed. As a nation, we clearly can’t help ourselves.”
Wright said we should be aware of the hyper-state of being ‘always-on’ that has given rise to FOSO and has made Australians focus on the digital world rather than physical.
“Although we’re seemingly growing more connected as a global society through the bridge that is the digital sphere, we’re missing real time opportunities to engage with our co-workers, communities and families,” he said.
“Even if it’s just for few moments, it’s time we drop the phone, step away from the computer and just switch off.”
The International Tennis Federation (ITF) has announced the results of a first-of-its-kind global research project examining sports gender equality across the media and social media, commissioned as part of its ITF’s Advantage All gender equality strategy. Conducted and delivered by Ipsos MORI, the research explored how the representation of male and female athletes varies, identifying […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]
Today, Blis, the pioneer of privacy-first location-powered advertising, announces the launch of its new playbook, ‘Preparing for a privacy-first world: your personal guide to getting impersonal’. This educational playbook complements the company’s global ‘It’s nothing personal’ ad campaign launching today, to create awareness about the need for a privacy-first approach. Changes to IDFAs and cookies will fundamentally […]
Following a competitive pitch, independent agency, Archibald Williams has won the atWork Australia account and been tasked with launching the new employment services campaign, highlighting that work is for everyone. This is the first time atWork Australia has used the services of an agency for above the line messaging. Archibald Williams will handle TV, OOH, […]
Leading Australian podcast agency, The Peers Project, has partnered with global e-commerce company, Shopify, to amplify diverse millennial voices through the podcast series ‘Peers2Peers’. The 150 episode podcast, powered by Shopify, showcases the entrepreneurship and personal journeys of inspiring millennial leaders from across the globe. The podcast provides real life advice from young leaders and […]
Despite a strong launch on Sunday night, Dancing With The Stars: All Stars had a drop of 186,000 for Monday night’s show, ultimately waltzing away with 558,000 viewers. Episode two introduced a new group of competing celebrities and saw model and actress Erin McNaught get eliminated after her Viennese waltz failed to win over the […]
David Beckham has been announced as the new global brand ambassador of Maserati and has revealed his first work for the famous Italian marque. The accompanying TVC sees Beckham, 45, doing donuts in a Miami parking lot with his new Maserati SUV, the Levante Trofeo, all while dressed as an extra from Miami Vice. The […]
Barilla repositions itself on a global level with a new Global Brand Campaign signed by Publicis Italy, which puts emotions back at the core of its communication and marks a new strategic path for the brand worldwide. As in the memorable campaigns of the past, the brand speaks to people’s hearts giving a special value […]
Tribal Australia, part of DDB Group, has hired Colin Jowell (left in main photo) as its first-ever chief strategy officer, further bolstering its strategic capabilities and credentials. Jowell was most recently at KPMG as part of the consultancy firm’s Customer, Brand and Marketing advisory. Jowell first joined KPMG in 2018 following its acquisition of UDKU, […]
H&H Group (parent company of Biostime, Swisse, Solid Gold, Dodie, Good Goût, and Aurelia Probiotic Skincare) stands for Health and Happiness, a sentiment that extends to everything they do. To celebrate these values and the Group’s shared culture across their teams in Asia-Pacific, Europe, North America and Oceania, the Group has partnered with creative studio […]
One of Asia Pacific’s most experienced human resources leaders, Jean-Michel Wu, has been appointed Head of Talent at TotallyAwesome. The new position will see Jean-Michel Wu work with TotallyAwesome CEO, Will Anstee, and a growing regional management team TotallyAwesome provides a forum for kids, teens and families to safely interact with brands across thousands of […]
Cannes Lions has today announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new […]