Ruder Finn, an independent PR company published some interesting findings of their new study – Mobile Intent Index. The study measures, well mobile phone users’ intent for accessing the Internet via their mobile devices.
According to the report, the average time spent by Americans on the mobile Internet is 2.7 hours. And what do they do during those times? To socialize, manage their personal finances and push their advocacy.
Contrary to what we may have believed all along, mobile phone users do not access the Internet via mobile phones for educational purposes or for creative expression. The study also found out that usage by gender and age differ. That is men access the mobile web to “escape” while women to “make others laugh.” Now that seems rather vague, right?
Another interesting finding of the report is the fact that immediacy is the major factor why users access the Internet via mobile.
“Our survey data shows that people use their mobile phones out of necessity for instant access to the Web whether it’s to conduct business with the most recent information or advocate on the spot on issues of pressing concern and breaking news,” said Marty McGough, director of Ruder Finn Insights
The study also highlights the fact that mobile phone apps are continously increasing with 61% of the respondents saying that they have downloaded an application at least once per month, and 36% of the respondents saying that they have downloaded applications from social networking sites at least once per month.
As a mobile connector, mobile phone access is used primarily to:
- Instant message – 62%
- Forward e-mails (58%), content (40%) and photos (38%)
- Post comments on social networking sites – 45%
- Connect to people on social networking sites – 43%
Interesting findings, right? So, which of these connectivity features do you do on your mobile phone?
Originally posted on February 18, 2010 @ 9:45 pm
