A recent study revealed that 53% of individuals in the UK are communicating with their mothers more frequently compared to a decade ago, with an average call lasting more than an hour. According to Three UK, Brits in their early 30s engage in five conversations per week with their mothers, with 40% making daily calls. The preferred time for these calls is 10 am.
The study indicated that most mothers appreciate receiving phone calls or enjoying a coffee catch-up more than receiving extravagant gifts for Mother’s Day. While the average call duration nationally is slightly over an hour, the length of conversations varies by location. For instance, conversations in Wolverhampton typically last 34 minutes, whereas in Middlesbrough, they can extend up to 101 minutes – the duration of a feature film.
In celebration of Mother’s Day, Three has introduced special treats on the Three+ rewards app, including cards, cakes, flowers, and beauty packages. Many individuals now rely on their phones to arrange special moments for their mothers, such as sending digital cards (36%) and ordering flowers (34%).
This year, Three aims to assist customers in transforming everyday conversations into meaningful gestures through its Three+ rewards app, facilitating the acknowledgment of maternal figures who are always a phone call away.