Mobile Behavior Is Influenced By Many Factors

Did you know your marital status can influence which mobile device you prefer?


According to the 2012 Online User Behavior and Engagement Study conducted from the Search Agency and Harris Interactive there are detailed differences in online and mobile behavior depending upon age, marital status, disposable income, and even the number of children in a household .  This survey was  conducted last August with more than 2,000 U.S adults interviewed.  So  smartphones and tablets are becoming increasing popular,  but it important for mobile marketers and advertisers to think beyond the device when providing content to the consumer.


The study found that smartphones are popular with single folks while tablets are preferred for the married person.  Marketers can map consumer intent, by a combination of device type, time of day and day of week.  The consumer “in the market” for buying a car is acts differently on a smartphone during the week as opposed to weekend activity.


Some other key factors to consider:


  • Baby boomers are more tech-savvy instigated by push from their children.
  • 49% of singles own a smartphone compared to 43% of married people
  • 45% of married people own a tablet as opposed to 36% of singles folks
  • Consumers want more info on products they see on TV
  • Age is an vital factor in choice of device for looking up TV information
  • More people still look to their computer to research things they’ve seen on TV but tablet and smartphone use is increasing quickly
  • Millennials do not separate work and play as much as their older counterparts
  • 53% of 18-34 year olds more likely to buy something during the day
  • 52% of 18-34 year olds are more likely to browse social networks during the workday compared to older age groups

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