Tag Archives: smartphones

40% of Tablet /Smartphone Owners Use Them While Watching TV Almost 20% searched for product information, coupons or deals while watching TV

American consumers are increasingly connected and our recent survey shows they are increasingly multitasking when it comes to multimedia.

Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day.

And what are smartphone and tablet owners doing while watching TV? Checking email. Email was the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.


Advertisers should take note that while viewers may be splitting attention between two (or three!) screens, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while the television was on.

Mobile Marketing on the Rise

According to the national report, not all automotive consumers are alike when it comes to mobile Internet usage. Among Audi owners, 63.7% have accessed the Internet via smart phone, iPod Touch or similar mobile device in a typical week, a figure that is twice that of the general population. Similarly, 56.6% of BMW owners have reported Internet usage via a mobile device (79% more likely to be a mobile Internet user), and among Land Rover owners, 64.5% are mobile Internet users (more than twice as likely compared to the general population).

Among all U.S. adults, 31.6% have accessed the Internet via a mobile device in a typical week. The figure represents more than 45.9 million consumers across The Media Audit’s 80 measured markets. 

Mobile marketing expenditures are projected to substantially increase — possibly quadruple over the next few years, as more consumers are drawn to mobile devices that have access to the Internet. The new report highlights some of the consumer and media audiences that have quickly adapted to mobile Internet usage and technology, thus impacting how local and national marketers will need to allocate advertising dollars. 

From a demographic standpoint, mobile Internet users are younger, more educated, and affluent compared to the general population, and skew male. According to the study, 53.5% of mobile Internet users are male, while 46.5% are female. Furthermore, those who earn $100,000 or more in annual household income are 71% more likely to be mobile Internet users, and those consumers under the age of 45 are considerably more likely to be mobile Internet users compared to those who are over 45. Consumers without a college degree are 16% less likely to be mobile Internet users, while college graduates are 23% more likely. 

As advertisers weigh the benefits of mobile marketing which can include messaging, display or search, the platform is largely recognized as a means to increase location awareness. Thus national advertisers as well as local advertisers will have to leverage marketing intelligence to get a better understanding of their customer’s mobile Internet behavior. 

An example illustrating the varying degrees of mobile Internet usage can be found in findings related to the fast food category. According to The Media Audit report, frequent consumers of fast food — those who consume fast food three or more occasions in a typical week, are 28% more likely to be mobile Internet users. 

However, among the different fast food brands, Subway and Taco Bell consumers are significantly more likely than McDonald’s or Burger King consumers to have access to the Internet via a mobile device. According to the report, 42.8% of monthly Taco Bell consumers have accessed the Internet via a mobile device, while 41% of Subway consumers have done so. Furthermore, only 37.6% of monthly McDonald’s consumers are mobile Internet users, while 34% of Burger King consumers have access to the Internet via a mobile device. Among fast food consumers least likely to access the Internet via a mobile device are those who have eaten at Boston Market and Hardee’s in the past month.

Apps Take Over

Android and iPhones, the two leading smartphones of today are now being offered apps by companies such as cars.com that will allow the user to view features almost identical to it’s website. Key features include search, vehicle listings (with photos) and dealer locator including maps and directions. Ready-to-buy shoppers can have all of this information sent to their phone by simply clicking a button on the cars.com website.

There’s no doubt that we will see more companies enabling their sites to become ‘mobile-optimized’ in the very near future. With statistics pointing to 45% of phone buyers looking to purchase smartphones, apps like this one will have no problem increasing their company’s sales in a growing digital community with this kind of information at their fingertips.

Predictions for social networks in 2011

2010 was without a doubt a great year for social networking sites. Facebook conquered the web leaving sites like My Space far behind in the dust.  Twitter and LinkedIn have continued to grow accordingly and are now more popular than ever.  So what will 2011 bring? What’s next? Will Facebook remain the king or will another network come in and take over?

Google’s social networking efforts continue to be unsuccessful

As Google dominates search and strives for speed and efficiency, their attempts at tackling social media have been less than sub-par. In 2010, Google Wave was shut down and Google Buzz did not fair well either. However, their strong points in 2011 will remain in their mobile and search abilities and YouTube of course.

My Space is gone

Back in the day, we all used My Space. So what happened? Despite a total makeover, the social networking site continues to plummet. The prediction for 2011: the site will fall into the right hands and become a valuable asset with the right direction.

No Facebook IPO

As long as the company’s growth metrics are strong, there will be no need for public markets. Prediction for 2011? Facebook will remain the same.


Twitter received a new face towards the end of 2010. What’s the prediction for 2011? Twitter will focus on what they’re currently doing and launch new features to promote just that. A steady year ahead.

So what WILL become all the rage in 2011? While Flickr and Facebook dominate when it comes to social photography, mobile photography will take over as the year goes on. Apps like Instagram, PicPlz, and DailyBooth will push the trend even further.