According to The Online Publishers Association, with Frank N. Magid Associates, over two-thirds of Smartphone owners reported that they “cannot live without” their Smartphones. 44% of the U.S. internet population, (107 million consumers), ages 8-64, owns a Smartphone, up from 31% in 2011, and is expected to reach 57% by Q2 2013.
Besides phone calls, 93% of Smartphone users regularly access content and information above any other activity, followed by:
The primary types of content Smartphone consumers access are:
Pam Horan, President of the OPA, says “... consumers now expect the world at their fingertips anytime, anywhere... over half of Smartphone users (are) accessing content on a daily basis... (with) 24% of users reporting that they have purchased... content for viewing on their Smartphones... “
The study showed that 39% of the all Smartphone content consumers take action after seeing a Smartphone ad:
According to the study, purchasers of Smartphone content were a much more engaged and active audience:
Horan adds, “... Smartphone content purchasers are a substantial subset of the general Smartphone population... 29% of Smartphone content purchasers indicate that Smartphone ads are eye-catching... 26% report that ads are relevant... 25% report that ads are unique and interesting... compared to 17%, 15% and 14%, respectively, for all Smartphone content consumers... ”
Other key findings from the study include:
For more information, and access to the complete study with charts and graphs in a PDF file, please visit the Online Publishers Association here.