More Internet consumers are using mobile devices exclusively to go online, and the highest rates of this trend are seen among women and young adults, according to new research from Jumptap. The study found that 14 percent of women ages 25 to 49 are mobile-only when it comes to accessing the Internet.
Meanwhile, nearly half of all Internet usage is conducted through mobile devices. Smartphones continue to lead tablets in the amount of time each device is used.
In addition to women ages 25 to 49, young men and women combined for high rates of mobile-only Internet activity. Thirteen percent of individuals 18 to 24 only use mobile devices to go online.
As a range of device options and Internet consumption patterns come to light, companies are finding greater value in how usage behaviors shift across different demographics.
“As advertisers approach the digital consumer, it’s more important than ever to take into consideration device fragmentation patterns,” said Frank Weishaupt, Jumptap’s COO.
Finding the Same Consumer in New Locations
The proliferation of mobile devices means customers can be targeted through new venues, but it has also resulted in the same consumer being present through a variety of online channels. Men ages 25 to 49, for example, are predominantly multi-platform users — 74 percent of this demographic uses both PC and mobile devices for Internet access.
Because these devices are used throughout the day, advertisers need to know where to find their target audience online, and when. Jumptap’s research reveals significant trends in how devices are used at various times during the day, and which content is most sought at different times. Mobile devices, for example, saw greater activity in the early morning and evening, outside of work hours.
Another important insight from the research is that, despite large gains in mobile usage rates, this increase has not taken usage away from PCs in a significant manner. Instead, mobile usage has picked up over the years to increase the amount of time consumers are online on any given day.
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