Some interesting findings from this IAB research on what and when people are consuming media using their smartphone and tablet devices.
Smartphone users, 28%, say during ‘waiting’ times – that is after work and before commuting – is when they most access content, whether general or social media via smartphone.
Waking up and watching television in the evening are also peak usage times during the day for accessing content on smartphones with 18% accessing social media in the morning and 23% during TV time in the evening.
Access to general media via smartphone increases after work, 16%, and again during TV time, 17%.
When it comes to tablet media usage patterns waking up is again a peak time for accessing social media for 28% of users while during TV time there is a greater spike for both general media, 27% and social media, 32.9%, consumption.
During the after work and waiting period is also when users access both general and social media content but it is general content access, at 28%, that wins out slightly over social media, 25.4%.
Monthly spend via device is also interesting with almost 70% purchasing via smartphone and 30% spending $20 or more per month.
Meanwhile, more than 80% purchase via tablet devices and 46% spend $20 or more per month with 22% spending $50 or more per month on tablets.
The research throws up some gender differences too with women more likely to be using smartphones and tablets for social media than men.
Women are also bargain hunters – 69% versus 53% of men – while mean are more willing to pay for high quality products – 37% versus 22%.
- smartphones are seen as devices for life with 70% saying they won’t leave home without them while tablets are viewed more as entertainment devices
- The home is the most widely used location for mobile activity, both via smartphone and tablet
- A higher percentage of users shop with their smartphone but tablet users spend more
- TV, newspaper/magazine consumption decreasing as users access entertainment, videos, Â news etc via smartphones and tablets
The study was carried out in June on more than 1,100 people (half male, half female) in the US targeted because they were known to own a smartphone or tablet.
NB: Mobile devices image via Shutterstock