Data Tribes: Sky Mobile has worked with psychologist Jo Hemmings to unveil the nation's data typologies with Entertainment Enthusiasts, Logged-on Loved-ones and Gourmet Gurus amongst the tribes identified
Data Usage: Free time (42%) and boredom (38%) has driven data usage to increase, changing how we interact with our smartphones
Data Consumption: 82% of users are turning more to entertainment streaming sites, whilst 77% of people have embraced a new love for home cooking thanks to the online services available to cook along to
Sky Mobile, voted Uswitch Best Pay Monthly and Best Value Pay Monthly network, has today revealed how Brits' mobile data usage has changed over the last 12 months, driving a new set of data typologies1. Entertainment Enthusiasts, Logged-on Loved-ones and Gourmet Gurus are amongst the tribes set to dominate, as we continue to move through 2021.
As restrictions begin to ease, more than a year after the first national lockdown, the study of 2,000 British adults found almost half (46%) of Brits admit to increasing their smartphone usage recently, with having free time (53%) or simply being bored (53%) as the main drivers for the enhanced usage.
Data Consumption
The rise in usage has also seen a switch in the type of data Brits are now consuming. For instance, entertainment streaming sites have captured the nation's attention, with 82% of those who use the services turning more to virtual entertainment in their free time. Whilst 78% of users are also turning more to connector services such as WhatsApp and FaceTime to keep in touch with loved ones. Meanwhile, 77% of people have now embraced a new love of home cooking as they look to apps and websites to cook along to.
Delving deeper into our mobile data habits, daters are increasing their search for love in the evening via various dating apps and online services (46%), with digital retail services (45%) also peaking in the evening - potentially due to us needing a retail pick me up'.
Data Tribes
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.
We've experienced a different world over the past 12 months, and as we all pivoted to the new' everyday, it has naturally changed our smartphone and mobile data usage. I've compiled these data typologies to help us understand what our new data habits mean for us, and how these will adapt and be taken with us, as we move out of lockdown, psychologist, Jo Hemmings, explains.
The data typologies we fall into according to Jo Hemmings:
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.
Retail Rewarders: Retail therapy has become the new go-to self-reward, and it's never been easier thanks to shops being just an app-click away. Even with the simplicity of ordering groceries from the comfort of our homes, Retail Rewarders' will long revel in retail ease, without the hassle of queueing!
Trend Publishers: From sharing pictures of their 10th attempt at banana bread to commenting on the latest viral moment, Trend Publishers' have found a new love of connecting in a way that is unlikely to change, as this group vies to keep its finger on the pulse.
Everywhere Gamers: Offering light-hearted relief, gaming app downloads have surged over lockdown, resulting in Everywhere Gamers'. And as we begin our commutes again and have awkward dead-time while waiting around for friends, gaming will remain our quick go-to time filler.
Audio Streamers: From listening to their favourite tracks, audio book or podcast, Audio Streamers' have been increasingly consuming audio entertainment to help stay motivated and inspired - a need that will remain as we flock back to gyms and the office.
Savvy Side Hustlers: Lockdown gave dreamers that nudge of encouragement and extra burst of time to set-up their own business. So now that fire has been lit, Savvy Side Hustlers' will continue to turn to their smartphones and push themselves to grow in 2021.
Digital Soul Seekers: During the past year, many have turned to meditation to ease their worries, with people using their phones to find guides, apps and support. Digital Soul Seekers' will continue to immerse themselves in the world of mindfulness, as they slowly ease back into normality.
Takeaway Tribe: Reducing life's little everyday stresses, the Takeaway Tribe' have turned to their smartphones to rid of dinner time hassle, with delicious meals delivered straight to their doors. And these takeaway treats will surely continue as people make the most of their newfound freedom.
Jo Hemmings continues, Whichever tribe you align yourself or crossover with, it's clear they all have one thing in common - connection. Whether it is consuming data to connect with loved ones, the wider community, or making our lives that little bit easier thanks to virtual services, our futures will now be forever enhanced by the support of our mobile data.''
Commenting o
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
10/06/2026
DAZN-owned digital-media company launches three fan-first series leaning into cr...
10/06/2026
Clear-Com has announced the appointment of Jason Dino as Southwest Regional Sales Manager USA, covering Southern California and the Southwest region. Dino joins...
10/06/2026
An 11% decrease in number of global broadcast deals reflects the organization...
10/06/2026
The Women Without Boundaries Awards recognize women whose work is advancing the future of media, broadcast, AV, workplace technology, digital experience, and re...
10/06/2026
Today is match day minus two for FIFA and HBS. On Thursday, there will be two ma...
10/06/2026
SES is supporting broadcast distribution of the world's biggest football tou...
10/06/2026
NDI has announced that BirdDog has become the first hardware manufacturer to achieve full NDI 6.3 compatibility across its complete lineup of cameras, encoders,...
10/06/2026
Vince Caputo and Scott Carter, winners of the 2026 Sports Emmy for Outstanding Post Produced Audio have been announced as presenters for the 2026 SVG Advanced A...
10/06/2026
FOX One today unveiled a slate of new product features and enhancements designed to elevate the viewing experience for fans on the official streaming platform o...
10/06/2026
Primary production partners Dome Productions and Raycom Sports once again played...
10/06/2026
The Women in Sports Filmmaking Experienceship is an immersive professional devel...
10/06/2026
The league has expanded its HSAN architecture for the NBA Finals to manage more ...
10/06/2026
The inaugural MoonPay X Games League (XGL) Winter Draft will take place Wednesday, September 16, 2026 at Cosm Los Angeles from 7-9 p.m. PT. The event will strea...
10/06/2026
The University of Oklahoma (OU) Athletics Department and Learfield have announce...
10/06/2026
The Video Services Forum (VSF) has released TR-06-4 Part 8, a new specification for RIST Satellite-Hybrid: Out-of-Band Method. The specification creates a mecha...
10/06/2026
Riedel Communications provided the communications infrastructure for the 14th World Live Neurovascular Conference (WLNC) in Lisbon, supporting live medical proc...
10/06/2026
A still from The Doom Generation by Gregg Araki (Courtesy of Sundance Institute)
By Lucy Spicer
Have you checked out our Sundance Film Festival 101 list yet...
10/06/2026
Get Hands-On with Interfaces & Mic Preamp Brands
If youre after a new interface or preamp, then GearExpo UK is the place to be! Well have a whole host of au...
10/06/2026
November 13-14 2026, The Midway, San Francisco
Following their recent rebranding, MONO Music Conference (formerly Music Expo) have officially announced thei...
10/06/2026
Debut instrument free for limited time
deFORM is the debut release from newly founded developer ebbandflow, and it's being offered as a free download fo...
10/06/2026
Alone Australia Season 4: Meet the Cast
10 June, 2026
Media releases
WATCH THE TRAILER
Smash-hit survival series Alone Australia drops its highly anticipa...
10/06/2026
DEADLY THEN, DEADLY NOW, DEADLY ALWAYS: SBS & NITV IGNITE NAIDOC WEEK 2026 WITH ...
10/06/2026
Rohde & Schwarz and TRUMPF advance laser-based drone defense with THORIS LCS Rohde & Schwarz is showcasing THORIS at ILA 2026: A sovereign, end to end counter...
10/06/2026
MAHLE and Rohde & Schwarz develop application for sensor testing of modern drive...
10/06/2026
Production and Development Funding supports the creation of compelling, commercially viable, artistic and culturally relevant South African screen content. Deve...
10/06/2026
Media buyers and sellers can now compare YouTube reach from computer, mobile, an...
10/06/2026
Accedo, Humans not Robots, and the Institution of Engineering and Technology (IET) have announced the launch of Ecoflow X. Formerly an IBC Accelerator project, ...
10/06/2026
Frequency, the engine powering the world's leading streaming television channels, today announced that James Smith has joined the company as General Manager...
10/06/2026
At the 14th World Live Neurovascular Conference (WLNC) in Lisbon, Riedel Communications provided the communications infrastructure for live medical procedures s...
10/06/2026
Globecast, a leading provider of broadcast, media, and entertainment managed services, today announced the launch of its Content Exchange platform powered by Or...
10/06/2026
Klvr will showcase how venues, integrators and production teams are rethinking disposable battery usage at InfoComm 2026 (Las Vegas, June 17-19, booth #N6311). ...
10/06/2026
The Video Services Forum (VSF) has further enhanced the Reliable Internet Streaming Transport (RIST) protocol by incorporating a new feature, RIST Satellite-Hyb...
10/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
10/06/2026
10 Jun 2026
VEON's Banglalink Brings Every World Cup 2026 Match to Football...
10/06/2026
Wednesday 10 June 2026
How to watch every ICC Women's T20 World Cup 2026 match live on Sky Sports
Where is the ICC Women's T20 World Cup 2026 availabl...
10/06/2026
Wednesday 10 June 2026
P RLA brings first-ever Beautifully Clean Oral Care'...
10/06/2026
Wednesday 10 June 2026
Sky reveals pulse-pounding first teaser trailer for upco...
10/06/2026
Wuppertal June 10, 2026
Riedel Artist at the Heart of the 14th World Live Neurovascular ConferenceAt the 14th World Live Neurovascular Conference (WLNC) in Li...
10/06/2026
Back to All News
Netflix Showcases New Mobile Experience, Collections and Games Vision in APAC
Product
10 June 2026
GlobalSouth KoreaJapan
Link copied to c...
10/06/2026
Back to All News
Ready to Join? The Netflix Fan Club Arrives at Cannes Lions
Business
10 June 2026
Global
Link copied to clipboard
Download all assets
N...
10/06/2026
Chemists snap together complex 3D molecules from highly reactive radicals-without losing their shape Scripps Research team develops stereoretentive radical-radi...
09/06/2026
Kiswe announces an expanded long-term partnership with ONE Championship (ONE), t...
09/06/2026
SiriusXM will broadcast FOX Sports' English-language commentary for all 104 FIFA World Cup 2026 matches from June 11 through July 19, available to subscribe...
09/06/2026
EVS has announced it is changing its corporate name from EVS Broadcast Equipment to EVS, reflecting the company's expanded portfolio beyond broadcast equipm...
09/06/2026
Fox Corporation and the NFL have announced a multi-year agreement to bring NFL c...
Data Tribes: Sky Mobile has worked with psychologist Jo Hemmings to unveil the nation's data typologies with Entertainment Enthusiasts, Logged-on Loved-ones and Gourmet Gurus amongst the tribes identified 
