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Duracell Keeps Britain From Seeing Red


With recent data revealing Brits are in danger of running out of battery as many as 260 days of the year, the leader in long-lasting power believes it’s time to take action. To mark the launch of Duracell’s new Powerbank, the brand has vowed to put an end to what it calls, “low-battery lows”. In other words, those all too familiar moments of running out of phone battery at the most inconvenient time.

As a nation obsessed with our phones, desperate Brits will go to extreme lengths in search of power. Here are some of the lowest-battery lows:

1. The crouching charger – Willing to sacrifice all levels of decency to charge phone, even if it means sitting on the floor!

Stat: 1 in 7 Brit’s have sat on the floor in a public place to charge their device, and women are 1.5 times more likely than men to channel their crouching charger.

2. The train socket spotter - Can be seen stalking sockets on public transport.

Stat: 1 in 10 Brit’s have hunted down the only socket on the train.

3. The “can I have a power socket with that?” – Will pay for the privilege of power.

Stat: Almost 20% of under 30’s have shamelessly brought a coffee just to use the socket.

4. The phone charger thief - Not above blatant thievery, this desperate power seeker wouldn’t think twice about “borrowing” a charger from a friend.

Stat: Almost a third of people secretly ‘borrow’ their colleagues or family member’s charger.

5. The airplane mode addict - Preservation is key at the sacrifice of essential aps, texts and music.

Stat: The tech savvy under 30s are 5 x more likely than their 60 counterparts to use airplane mode tactics, with a fifth regularly resorting to living life in airplane mode.

6. The detourer – People are willing to walk at least 15 minutes out of their way in search of power.

Stat: Over 3 million Brits have shown detourer behaviours – that’s 85 years of lost time trying to find power!

7. The dark screen survivor - Happy to sacrifice light for power, squinting their way through Instagram #nolight Stat: Almost 40% of Brit’s are all too familiar with the tactics of the dark screen survivor.

8. The crier – Overwhelmed and underprepared, if in doubt, shed a tear.

Stat: The crier is not alone, over 250,000 of us have shed a tear during a low battery low.


To mark the launch of its latest innovation, the Powerbank, the iconic Duracell Bunny took to the streets of Britain to help Brits avoid these low-battery lows at any cost. From rescuing a family facing long train delays during half term, to helping a desperate commuter slumped on the floor of Waterloo station, Brits were visibly relieved to be rescued from their battery lows. Check out the video here:

Christina Tuner, Associate Marketing Director at Duracell, commented, “I wasn’t surprised to see what extreme lengths people go to in search of power as I’ve been in the same position several times. We are all so dependent on our smart phones to stay connected, entertained and well navigated, that when we’re suddenly in the red,we find we’re literally powerless. It seems crazy not to just pack a Powerbank so we’re free to continue scrolling through our day”.

Helping keep Britain out of the red, the new Powerbank from Duracell provides up to 72 hours of extra swiping, scrolling and surfing to keep Britain on the go for longer. Available from £19.99-£34.00 from leading online retailers including Argos and Amazon, and instore at Sainsburys and Morrisons, they are even approved for carry on!

Further findings from Duracell’s low-battery low research include:

As if the commute needed to get any worse! 2018 has proved to be one of the worst years for transport delays. According to a recent Which? report, published in October 2018, rail passengers have been delayed on more than half of all services from 10 of Britain's busiest stations this year. Duracell’s research revealed running out of power whilst on public transport was one of the most annoying moments to see red with 1 in 10 failing to catch a train, or plane, because their e-ticket was on their battery-low phone. And what about those 3 million people who have detoured from their usual commuter route just to power up – totalling 85 years of lost time trying to find power.

Desperate times call for desperate measures The research went on to reveal that the impact of running out of power is as emotionally stressful as it is physically inhibiting with over 1 in 10 arguing with their partner or shouting at their kids as a result. Powerless Brits admitted low-battery lows left them feeling “frustrated”, “desperate” and “anxious”. It’s no surprise then that the average Brit would pay £240 a month to keep out of the red. That’s more than a monthly London travel card for zones 1 – 6!

Seeing red tops the charts as one of the nation’s biggest modern day frustrations Forget train delays, busses that drive straight past your stop or waiting to be served in the pub, running out of phone battery has been found to be one of the nation’s biggest frustrations. Top British frustrations revealed by Duracell’s Low Battery Low Study include:

• Sales phone calls

• Unexpected item in bagging area

• Running out of phone battery

• Train delays

• Waiting to be served at the pub