Staff Reporters
Jun 26, 2015

10 surprising facts about app usage at Cannes: Joule Mobile

CANNES - Joule Mobile has been tracking smartphone and app usage in Cannes this week and sharing the results with Campaign Asia-Pacific.

Courtesy: Cannes Lions
Courtesy: Cannes Lions

This month WPP's tenthavenue relaunched Joule as a full-service mobile marketing agency that is set up to specifically answer brands' mobile needs. The company aims to help brands and agencies deliver smart, dynamic creative based on how people are actually using their phones, enabling a more relevant experience to entice interaction. 

This week at Cannes, Joule has been looking at the behaviours displayed by people in Cannes on their mobile phones, and has shared some findings over Twitter and other exclusively with Campaign Asia-Pacific.

Here are 10 at least somewhat surprising nuggets pulled from Joule's big-data analysis this week.

1. Early risers

Despite the famously late nights, on average people have been up and at it 24 per cent earlier (checking news on their mobile) toward the end of Cannes Lions (Wednesday and Thursday) than they were on Monday and Tuesday. [Perhaps they never went to bed? -Ed.]

2. Party like they do in Lisbon

We may infer that the Portuguese are the biggest party animals, with 33 per cent interacting on their phones past 2:30 am. *Update

3. The kids are all right


4. You must chill

22 per cent of users signing on at 8.30 am are checking relaxation apps. Hangover tips?

5. Who’s paying attention?

Despite peak speaking talent appearing at 2:30 in the afternoon, 12 per cent of the mobile users in Cannes have been distracted, using gaming apps

6. Guess what, mom?

69 per cent of people use messaging apps immediately after Cannes Lions awards are announced. 

7.  What the veterans speak

59 per cent of the over-55 Cannes veterans are English speakers.

8. Jet lag is a real thing

16 per cent of mobile phone users awake and operating at 8:30 am are Mandarin speakers.

9. Festival of love

10. Not gonna happen

Update: Joule Media got in touch to clarify that this stat should have said Portuguese-speaking users, not Portuguese users. In other words, it's at least partly people from Brazil who are partying so hard. 


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