Burst Media Mobile Usage Survey Provides Marketers Insight into How and Where to Spend Dollars on Smartphones and Tablets

WHAT

Fifty-one percent of the US population uses a smartphone and 46% uses a tablet at least once per month, according to eMarketer's 2014 estimates—both up from 2013.¹ Given the increase in consumers' use of mobile devices, it is not surprising that mobile advertising spending is seeing a meteoric 83% increase in 2014 (vs. 2013). By 2015, mobile ad spending will grow by another 50% to $26.6 billion.²

To better understand the impact the mobile revolution is having on consumer behavior, Burst Media surveyed nearly 750 US online adults aged 18 or older who use a mobile device to access the mobile web and/or applications. We conducted the study in the first three weeks of June and focused on device preference, apps used, reaction to advertising and mobile video consumption.

Key Findings

• Smartphones edge tablets as the primary device for accessing the mobile web and applications. A majority (54.4%) of respondents say smartphones are their go-to device, vs. 32.2% who say tablets.
• Women generally spend more time than men accessing the mobile web and/ or applications. In a typical day, 74.6% of women vs. 60.5% of men spend at least an hour accessing the mobile web and/or applications from a mobile device. 
• Mobile browsers are used more than apps. One-third (33.4%) of all respondents say most or all of their mobile time is spent with a mobile browser, vs. 15.8% for apps—26.1% say their time is split equally. 
• App usage differs by gender and primary device type. One-half (49.8%) of women vs. one-third (32.3%) of men use social media apps in a typical week. 
• Primary tablet users are more likely than primary smartphone users to have clicked on in-app ads. Three-in-five (61.9%) primary tablet users vs. 54.1% of primary smartphone users have clicked on ads that appear within apps. 
• Men are more likely to have clicked on an ad within a mobile browser. Three-fifths (63.1%) of men clicked on mobile browser ads vs. 52.3% of women. 
• Two-thirds of respondents use mobile devices inside retail locations. Among these respondents, 50.4% of women and 37.1% of men have accessed coupons. 
• The vast majority (80.4%) of respondents watch online videos on their mobile device(s). Nearly 3-in-5 (57.9%) women and 52.1% of men frequently watch videos on their devices via a mobile browser and/or app(s).

¹eMarketer, March and April 2014. ²eMarketer, June 2014

WHO

Mark Kaefer, Marketing Director at Burst Media, is available for interviews about the survey.

WHERE

Boston, Massachusetts

WHEN

August 14, 2014

LINKS

Full Online Insights Research Report [Abstract and PDF]

http://burstmedia.com/index.php/newsroom/2014/08/13/mobile-devices-and-marketing-a-look-at-user-preferences-and-behaviors-for-advertiser-opportunities

Research Summary and Key Findings

http://burstmedia.com/index.php/newsroom/2014/08/13/burst-media-mobile-usage-survey-provides-marketers-insight-into-how-and-where-to-spend-dollars-on-smartphones-and-tablets

Blog Post

http://burstmedia.wordpress.com/2014/08/13/mobile-devices-and-marketing/

Company

www.burstmedia.com

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