Jul
24
2013

The Impact of Mobile Usage – Demographic and Psychographic Sectors

Using mobile phones is a common activity among today’s adults and children. Since their whirlwind growth in the 1990s, mobile phones have become an inevitable part of everyday life. As of today, mobile phones are used for various other purposes apart from voice communication. In some countries, young people have created their own mobile subculture communicating predominantly through SMS and emails.

Purchase from Smartphone and Tablets
According to a survey, nearly 70% of Smartphone users purchase products from their device. Nearly, 30% of the Smartphone users spend more than $20 on their devices per month. On the other hand, nearly 80% of tablet users purchase products from their devices; with 46% of them spending more than $20 on their device monthly. For big money spenders, tablets are high on demand; users spend more than $50 on the devices. According to ABI Report, the use of tablets has brought about significant changes in media consumption. The reported also noted that nearly 28% of users watch less television due to the device, while 73% of them respond quickly to advertisements on tablets. About 64% of tablet users have said that their devices have made them more efficient.
For Smartphone users, the device acts more as a driving force for both personal and professional success. Twenty-five percent of users watch less television, while 45% of them respond to advertisements quickly. About 56% of Smartphone users have said that their devices make them more efficient.

Smartphones & Tablets

Responding to Advertisements
In today’s mobile phone era, mobile phones have enabled users to communicate with more freedom from the current social context such as home or workplace. Responding to advertisements from mobile phones saw a rapid growth in the last 3 years. Eighty-four percent of Smartphone users use social media on devices, while 73% of them buy products from the same. Tablets have a higher social media usage and shopping rates; 91% of users use social media on their devices, while 89% of them shop for products from the same.

Multitasking- Efficient and Entertainment
According to a survey conducted by NPD Display Search, 88% of tablets users use their device while watching television, while 82% of Smartphone users use their device to multitask online while watching television. The Research Director at Display Search, Riddhi Patel, has said that people across the globe prefer multitasking with applications on tablets and smartphones while watching television. In addition, the majority of tablet and Smartphone users prefer to watch content on their devices instead on television. The survey also reported that 85% of tablets users and 65% of Smartphone users have admitted to watching content online on their devices rather than watching on television. Personal nature and mobility are cited as reasons for this.

Smartphone and Tablet

Genders Preferences toward Mobile Phones
When talking about genders preferences, 81% of women use their devices for social activities, with 26% of them respond to advertisements on smartphones more frequently and 18% watch less television. Also, women prefer Smartphone over tablets for social activities.
In relation of social media activities, only 68% of men use their devices for social activities, with 24% of them respond to advertisements frequently and 11% of them watch more television content, the straight contrast to women. Men prefer tablets over smartphones for social activities.
On the tablet front, 90% of women use the device for social media; 42% of them respond to advertisements on tablets more frequently while 69% of them love to get bargains. On tablets, men respond to advertisements much better; nearly 50% of them. Also, 37% of men are willing to pay more for high-quality products when compared to women (22%).

Conclusion
Tablet users are more welcoming to discovering contents and advertisements on rich content applications. Adding tutorials, music, or videos to a tablet application or to a tablet-optimized site helps in engaging users.
Smartphone users look out for more simple and convenient ways to finish a task. Mobile marketers should always keep in mind that Smartphone users will be frustrated if they have to through multiple screens to achieve what they want. Smartphones are often considered “Type A” devices; used for communication, shopping, and content-snacking, while tablets offer better prospects in paid search advertisements.

About the Author: Bob Marley

Comments are closed.