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The demographics of mobile internet usage

July 18th, 2012 by Talya

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.


The 21st Century Consumer is Mobile

May 30th, 2012 by Talya

The upcoming Internet Retailer conference, taking place in Chicago in June, will revolve around one theme – connecting with the 21st century consumer. And in order to connect with  today’s consumer, it is important for retailers to know where those consumers are and what they are doing and looking for.

So where exactly is today’s consumer? From what we have seen in the mobile advertising industry, many many many consumers are on their mobile devices. In Germany alone, where mobile phones are quite popular, 29% of the population owns a smartphone (MobilBranche). And in the United States, according to the CTIA, one third of households are completely wireless, and over 40% of the total number of mobile users have smartphones (engadget).

As there are more mobile devices than toothbrushes in today’s world, it is safe to say that a large number of today’s consumers can be found on their mobile. And just what are they doing? Well, everything. Shopping, browsing, researching, gaming, chatting, and more. And shopping is a large and growing part of mobile. In the United States last year lone, 39 million people, or 20% of mobile phone owners, made a purchase with their mobile device (econsultancy).

They say that numbers don’t lie, and these numbers show that people are on their mobiles, and many of them are making purchases. This will continue to grow, so in order to connect with today’s consumer, mobile is a direction worth heading in.

Any thoughts on where the 21st century consumer is? Please share your opinion in the comments section below.







MMA Smartgraphic and Mobile Addiction

May 10th, 2012 by Talya

MMA infographic

The MMA (Mobile Marketing Assocation) recently published an interesting and informative infographic about the frequent- and yes, sometimes even addictive – mobile usage of Americans. The ‘smartgraphic,’ titled Who’s Turning You On, shares the results of a survey of the mobile use among Americans, and there are some pretty interesting findings.

Out of those surveyed, nearly half of the users never turn off their mobile devices. Two thirds of respondents sleep with their mobile phones in or near their bed (guilty). Half of them check their phones at least once a night, and nearly 10% check their phones five times a night.

Perhaps the most interesting – or disturbing, depending on your perspective – findings are that over half of Americans take calls while using the bathroom, and 6% even take calls during sex. One quarter of them admit to being addicted to their phones, which is a bit surprising, as I would tend to think that only true mobile addicts take their phones with them to the bathroom … but who knows?

So yes, once again it is very clear that Americans – and more than likely not only Americans – are becoming wildly attached to their mobile devices. Do you agree? And just to be clear, we are not complaining!


High speed internet, the mobile web, and impatient people

March 14th, 2012 by Talya

mobile phone usage

We found an interesting infographic this week showing how instant gratification has become the norm,with people wanting things at increasing speeds. It is probably not news to anyone that people want things fast, but some surprising statistics show just how quick people expect things, especially when it comes to online and mobile internet use. The information is focused on the US, and it is no secret that Americans tend to be fast movers and impatient people, but it is safe to say that consumers outside the United States expect things fast as well, in this age of instant gratification.

Some very interesting facts are shown in the eye-catching infographic detailing impatience in online search (according to Google, if their search feature slows by a mere 4/10 of a second, the result is 8 million fewer searches) and customer service (the majority of American customers will not wait 15 minutes in a line), among other interesting factoids documenting people’s impatience.

Mobile internet usage seems no different, and mobile web users also want things done fast. According to the graphic, half of mobile users will abandon a page that takes longer than ten seconds to load. And 40% of mobile shoppers (and there are a lot of them!) will leave an e-commerce site that takes longer than three seconds to load. Considering the number of people using the mobile web to go online – stats show that 25% of mobile users in the US access the internet solely through their mobile devices – there are huge implications for advertisers, retailers, and agencies.

Be sure to check out the infographic and feel free to share your thoughts below on the need for fast-fast-fast in America and around the world.



Mobile web use in Germany

November 15th, 2010 by Talya

Ok, so it seems that Sponsormob is operating from the right country. We all know that Germans like what they call “Handys” (yes, this is the English term that Germans use for a mobile phone. Don’t ask us why, because we certainly do not know the answer!), but I just came across an informative article by mobiThinking that proves this. The article, backed up with reports from ComScore, shows that Germany is currently leading Europe’s mobile market with 51 million mobile users. Of these 51 million, seven and a half million access the internet through their mobile web browser, while fifteen million access mobile services through mobile apps (mobiThinking). These numbers were from January of this year,  so it will be interesting to see what next year’s reports show. With 2010 being the purported year of mobile (or maybe not), then we can expect these figures be larger next year.

So what are the people of Germany spending their time on the mobile web doing? The top sites being searched appear to be Google (no surprise here), MSN/Windows Live/Bing, and Yahoo. The only thing that did surprise me was that Facebook ranks at #7, trailing behind ICQ and AOL. I mean really, ICQ takes me back to my high school days in the 90s, and that has been a while! I honestly didn’t realize that it was even still in existence, but apparently it is still alive and well.

But back to Germany and our findings – the most popular mobile applications in Germany are: maps, weather, search, and news (in that order). This information isn’t shocking, but it is good for marketers to know what people are doing via their mobile devices. The growth seems to be due to good data networks and unlimited data plans, as well as by the popularity of smartphones (mobiThinking). Another interesting point is that Germany is home to large brands who are comfortable with mobile advertising (think BMW and Lufthansa).

So what does the future in Germany look like? Well, like a mobile one, of course! As mobile usage grows worldwide, Germany will continue to play a part.

Mobile web growth

November 1st, 2010 by Talya

For anyone out there who is still uncertain as to whether mobile is worth taking seriously, recent studies confirm that there is no need to doubt that the mobile web is indeed the future and not just a fad. We have already seen numbers showing that mobile is poised for growth (especially in the US), but recent studies are showing that the industry is still growing like crazy worldwide as well.

An Amazon payments executive recently announced that mobile commerce is expected to grow from $2.4 billion to $23.4 billion between now and 2015. This is an 875 per cent growth, which is significant, and is further proof (just in case anyone really needs it!) that mobile is going mainstream. The article reports that consumers are becoming more comfortable with accessing the web via mobile devices, and that they are now purchasing more than just virtual goods. Through Amazon’s 1-click payment system, the company is seeing things such as books, electronics, personal care items and clothing being purchased via mobile (Mobile Commerce Daily).

An executive from the footwear company Steve Madden confirmed these results, citing similar figures regarding the growth of mobile over the next five years. The executive announced at the Mobile Shopping Summit that more than 10% of the company’s total web traffic is coming from mobile devices, a 250 per cent growth over the last six months (Mobile Marketer). They have seen huge growth but have not been able to whittle down exactly who the mobile shopper is. According to the representative, there is no single mobile shopper – they are everyone – people who are busy, short on time, and who are looking for the best deals.

Further studies show that growth is happening right now and will continue into the future. ReadWriteMobile cites another study be Informa Telecoms & Media showing that mobile ad revenue will reach $3.5 billion by the end of this year alone. That study also reveals that the predictions by the Amazon exec mentioned earlier are right on track, with revenue increasing eight-fold by 2010 (ReadWriteMobile).

So once again we see that yes, mobile is here to stay and will continue to grow. The logical conclusion is therefore that retailers who want to continue to move into the future will need want to go mobile if they want to stay on top. Agreed?