[ press Release ]
MOBILE INTERNET/VIDEO USERS SPEND 30% MORE TIME WITH ALL MEDIA THAN GENERAL POPULATION
TV's share of their media minutes is lower, says Knowledge Networks cross-media study
Menlo Park, CA; May 12, 2009: New data from Knowledge Networks' ongoing, single-source measurement of eight key media shows that 11% of the U.S. population now accesses mobile Internet or video weekly, and that these "early triers" are avid users of new and traditional media alike. They spend 30% more time with media than the general population (ages 12 to 64), and they also have higher incomes, travel on business regularly, and are more likely to have made an online purchase.
"Users of mobile media are following a pattern we have seen in early triers of other media – that they are more likely to add more media time to accommodate their widening interests," said Robert DeFelice, Vice President (Client Service) at Knowledge Networks. "We find that they still spend large quantities of time with television – they simply consume more media generally."
This marks the first time that mobile media has been included in the measurement for MultiMedia Mentor®, which tracks use of eight media throughout the year – including simultaneous use and detailed profiles of respondent shopping, dining, and other characteristics. The service includes proprietary software (Media Scan; Media Mentor) that enables users to access the multiyear database and determine the most efficient ways to reach key targets with media plans.
The study shows that past-week users of mobile Internet or video spend 12% more time a day with TV than the general population – but its share of their total media time is lower (46% for mobile media users compared to 53% for gen-pop). The mobile media group also devotes 75% more time to Internet, which accounts for 26% of their media time (versus 20% for the full population). Mobile Internet/video users also spend more time with videogames than they do with newspapers and magazines combined.
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Users of mobile Internet or video are also
- 55% more likely to earn $75,000 or more in the household (48% of mobile users vs. 31% for gen-pop)
- 56% more likely to have bought online in past month (56% mobile users vs. 36% gen-pop)
* 100%+ more likely to have traveled on business in past year (26% of mobile users vs. 11% gen-pop) - More likely to report they have a VISA (53% vs. 39%) or MasterCard (38% mobile vs. 27%)
The survey was administered via telephone to a random sample of 2,519 people in the U.S., ages 12 to 64. The margin of sampling error for population percentages is +/- 1% for the total U.S. and +/- 3% for past week mobile media users. The margin of sampling error for the total number of media minutes is +/- 3% for the total population and +/- 8% for past-week mobile media users.
Knowledge Networks helps advertisers, media companies and agencies understand and leverage the value of multiplatform audiences, through syndicated and custom research alike. The firm believes strongly in single-source, highly accurate approaches to media research and possesses expertise in many aspects of the volatile media marketplace, such as attitudes toward advertising in new technologies, media multitasking, and attentiveness levels within media use segments.
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.
