Over the last few years, Americans have had more choices on how to access the Internet. Researchers recently focused on mobile Internet usage. According to the Center for Media Research, Pew Research found the following results.
§ As of April 2012, 88% of American adults have a cell phone of some kind.
§ Of those 88%, 55% utilize their cell phones to go online. In April 2009, the percentage was 31.
§ Approximately 17% of users stated that they use their mobile phone as their primary option for going online. Of those users, the most popular reason for using it over a computer is that it is more convenient.
§ About 51% of African American cell internet users reportedly do most web surfing on their cell phone. For Latinos, that percentage goes down to 42%, and only 24% white non-Hispanic users primarily use the Internet on their phones.
§ The age group that has the highest numbers of smartphones and internet usage are people 25-34 years old. Close behind them are the age groups of 18-24 and 35-44.
§ People are more likely to utilize the mobile internet in urban areas versus suburban or rural areas.
§ Of people who have smartphones, the predominate group are college-level educated and have a high household income.
Overall, advertisers need to stay up-to-date on new research in all media vehicles. It can aide in creating the campaign message and sending it to the target audience.
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