New research from Nikon has found that when it comes to their technology men cause £1,759 worth of damage to their gadgets during their lifetime. Of those men who have damaged their technology in the last five years, four in ten male respondentssent it crashing to the floor, while the second most common scenario was submerging it in a drink or splashing drink on it (12%). Nikon is using these figures to highlight the ruggedness of its 1 series AW1 compact system camera (pictured)  Thuan Bui, Junior Product Manager, Nikon 1, Nikon UK, comments “Being waterproof, shock proof and freeze proof the Nikon 1 AW1 is perfect for keeping up with the most active lifestyles. And with so many of us causing some sort of damage to our prized possessions this is one less gadget you need to worry about. What’s more, whether it falls into a drink on a night out, it’s left outside in the rain or dropped on the floor, you’ll still get great quality photos of all your adventures."

Nikon Press Release

Damaged goods

Nikon UK reveals that men damage £1,759 worth of gadgets in their lifetime

26th March 2014 – Gadgets have become an essential part of life, always present in a pocket or bag wherever we go. But it does leave them open to being dropped, smashed, dunked and dipped – especially by men. New research from Nikon found that when it comes to their technology men cause £1,759 worth of damage to their gadgets during their lifetime.*

Over a quarter of men (27%) have damaged at least one gadget beyond repair in the last five years. The research, which surveyed 1004 Britons, marks the launch of the first robust Nikon 1, the AW1 – a new camera capable of surviving anything modern life throws at it. 

Survival of the fittest

The average male Brit owns £2,329 worth of gadgets** but laptops, smartphones, cameras, tablets and e-readers can meet an untimely fate as they try to keep pace with active lifestyles. Of those men who have damaged their technology in the last five years, four in ten (38%) sent it crashing to the floor, while the second most common scenario was submerging it in a drink or splashing drink on it (12%). Children are also a likely culprit, with 11% seeing damage after a gadget has been in the hands of a little one. A further 5% accidently sat on it, and 3% caused damage to their gadget by throwing it somewhere – on a desk, or to a friend.

Thuan Bui, Junior Product Manager, Nikon 1, Nikon UK, comments “Being waterproof, shock proof and freeze proof the Nikon 1 AW1 is perfect for keeping up with the most active lifestyles. And with so many of us causing some sort of damage to our prized possessions this is one less gadget you need to worry about. What’s more, whether it falls into a drink on a night out, it’s left outside in the rain or dropped on the floor, you’ll still get great quality photos of all your adventures.”

Despite being more careful with their gadgets in general, women are over four times more likely to drop their gadgets down the toilet then men (3% vs. 13%). However, messy men see more mishaps by spilling food on them (5% vs. 4%).

Laptops proved to be the most commonly damaged gadget by UK people (29%) followed by smartphones (25%) and cameras (15%).

Tough technology

To combat some of the most precarious situations we put our technology through, Nikon has announced the Nikon 1 AW1 as an addition to its Nikon 1 interchangeable lenses camera range. It’s a world first and is a new a waterproof, shock proof and freeze proof camera. The first robust Nikon 1 will be able to survive being dropped into drinks on nights out, being left out on a rainy golf course, being thrown down a ski-slope or being carelessly knocked, dropped or kicked.

* Value of gadgets damaged in a lifetime – based on the gadget value damaged by the male population each year multiplied by the WHO life expectancy (av 60.8 years)

** Most common gadgets defined as TVs, laptops, cameras, smartphones, watches, tablet computers, DVD players, games consoles, digital audio players, stereos and portable speakers, headphones and eReaders

*** The average annual value of damaged gadgets owned by 1,974 European men within the last five years is £143. 

****Opinium Research carried out an online survey of 4057 (18+) between 15th and 21st August 2013. Countries surveyed were UK (base: 1004), France (base: 1016), Germany (base: 1031) and Sweden (base: 1006).

Your Comments