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A recent study by the Pew Research Center shows that over half of US adults are on the internet via mobile phones at least occasionally. The study shows steady growth of mobile internet usage since 2009, detailing the number of smartphone owners as well as the number of those who are online via their mobiles.
Another interesting part of the study reveals the demographics of mobile internet users, showing who is actually accessing the internet from their phones. First, internet usage is highest among groups of people who own smartphones, which makes sense, as internet accessibility is very simple on smartphones.
According to the research, the fastest growing group of mobile internet users are those aged 25-34, 80% of whom go online with their mobile phones. The second highest number of mobile internet users are those in the age group just behind the first (18-24), with three quarters of that demographic counting as mobile internet users. Of all age groups, the one to use mobile internet the least amount of time is the older population, with adults 65+ going online from their mobiles only 15% of the time.
Other factors determined by the study show differences in online behavior based on ethnicity, location, and income. Among ethnic groups in the US, African American and Latino populations access the internet more often via mobile phones than caucasians. And although rural mobile internet users have doubled since the research began in 2009, there are still significantly more urban and suburban dwellers going online on their mobile phones. People with higher incomes and education levels also appear to be more likely to take advantage of the mobile web.
More in-depth details of the study can be accessed from the Pew Internet website.
Back in March we wrote about an infographic we’d found showing that 25% of mobile web users in the United States browse the internet from their phones only, never using an actual computer to go online.
A more recent detailed study on mobile usage in the U.S. by the Pew Internet Project reveals similar findings, showing that more than half of mobile phone users in the US now go online via their mobile phones. The graphic above shows this data, with proof of the steady growth of mobile internet and email usage since 2009 (which, according to the study, was when the organization started following the data).
The study also shows that since 88% of American adults own mobile phones, the results is that 49% of all U.S. adults go online using a mobile phone, at least occasionally. This is huge, and again reveals just how massive the mobile web has become. So yes, mobile has indeed arrived, and it is time for advertising spend to catch up with where the people are (more on this in our current YouTube video about trends in the mobile industry).
Inneractive blog’s monthly infographic was just published and shows us the differences in mobile use based on gender. That’s right, a good old battle of the sexes, but this time on mobile. There are several interesting findings, starting with average CTR (click-through-rate), which places men ahead of women (women with 1.65% and men 2.73%).
Top app categories also shows some strong differences between guys and gals. For women, the top three app categories are:
And for men:
Other interesting findings include a breakdown of OS and device preference. And should we be surprised by these findings? Probably not. We all know that men and women – although created equal – do not have the same taste (generally speaking, that is! I’m sure there are women out there who prefer arcade/action apps to social/IM, for example, but we’re talking average use here). We’d love to hear your feedback and thoughts on mobile use and gender …
According to InMobi, middle eastern countries are keeping up with global trends when it comes to mobile device usage in general. A study published by InMobi studied mobile trends in the Middle East between July and October 2010 and reveals some interesting findings.
First, they confirmed that Nokia devices still account for nearly half (45%) of all mobile devices. They also found that 40% of total impressions are on smartphones, which is significantly higher than the worldwide average of 45% (Wireless Federation). The iPhone also gained 18 points of market share within the period, although this was due in part to Inmobi activity in key areas.
Mobile ad impressions also grew 51% in the three-month period, reaching 752 million ad impressions per month. The report shows that if current growth remains steady, the Middle East will soon account for 1 billion monthly impressions. With a large population and many young people who are mobile-friendly, the region will be a good place for mobile advertising in the near and distant future.
(photo by dreamstime)
As we have mentioned before, for Sponsormob, our main markets are in western Europe and English speaking countries (US, UK, Canada). This is where we are seeing the most action, as mobile web usage in these places is common and growing. But there is also significant growth in other markets, which can’t be ignored. Places like Asia, Latin America, and the Middle East are seeing increased mobile web usage.
Opera’s recently released “State of the Mobile Web Report” placed Asia on top for largest increase of mobile web users. Within Asian countries, Malaysia and Singapore saw the most significant growth, and Vietnam and Brunei were also high up on the list (specifics can be found at Mobile Marketing Watch). So these areas are places to keep an eye on, as they will be the next big markets for the mobile web.