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BizReport : Research archives : July 20, 2011

Reports: Mobile usage changing device to device

In the mobile landscape it's important to know not just who is accessing the web but how. According to some experts mobile consumers are looking for different things when connecting through a smartphone versus a tablet or a laptop. How can you engage?

by Kristina Knight

New data from PointRoll shows that different mobile devices are now being used for different actions. Before the mass adoption of the tablet, consumers did everything through one device - their smartphone. Now it seems that people with both smartphones and tablets are using them for different purposes.

PointRoll researchers found that mobile users are increasingly using smartphones for specific actions - finding a local store, click to call, or mapping/GPS activities. In fact, comScore is reporting that mobile map usage increased 39% (48 million users, 2010 to 2011) while fixed-map usage (accessing a map from a PC, for example) dropped by 2%. Fixed map use still reigns supreme with 93 million users.

Tablet users, meanwhile, are doing more long-term activities - reading news, watching video clips, playing games.

Study specifics:

  • iPhone interaction rates increased 61% Q2 2011 vs. Q2 2010

  • iPhone click-thrus increased 92% (YoY)

  • Time spent with a brand increased 30 seconds on iPad (YoY)

  • iPad interaction rates are consistent
  • On the subject of tablets, video is showing a sharp increase for mobile consumers. According to In-State 86% of tablet users say they've watching video on their device; about 66% of smartphone users have done so. By 2015, researchers expect that users will spend at least 693 billion minutes consuming video content via a mobile device.

    In-Stat's report suggests that tablet consumers want more video content and are willing to pay higher prices for their favorite clips. Most of this consumption is still in-home rather than away from home accessing a mobile network.

    Tags: comScore, In-Stat, mobile content, mobile marketing, mobile trends, mobile usage, mobile video, PointRoll

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