Brands 'need to fit their mobile content into women's daily routines'

Nearly half of women aged between 18 and 34 check their phones as soon as they wake up, and 36 per cent scroll through their social media feeds within their first five minutes of being awake.

This is according to research from PopSugar Insights, which shows brands should be bearing this information in mind when devising their marketing strategies, timing and positioning their digital content to capture women's attention at the times they are most likely to be on their smartphones.

Rob McLoughlin, vice-president of PopSugar Insights, commented: "Marketers need to lean into the disruption these devices wield and deliver content and commerce offerings that seamlessly fit into her daily routine."

Overall, 16 per cent of women said their phone is never off limits to them, and even makes appearances at the dinner table or in bed. 

What's more, 88 per cent of women aged 18 to 34 said they used their smartphone to help them to cook meals, 84 per cent shop for clothes via their phone and 82 per cent use theirs to plan holidays.