|[December 17, 2012]
Social Media Dominates Smartphone Internet Time, Accounting for Almost One-Third of Minutes
NEW YORK --(Business Wire)--
As consumers increasingly rely on smartphones as a major source of
Internet access, a new GfK analysis shows that social media represents
by far the largest share of online time via these devices. Social sites
and activities account for almost one-third (31%) of smartphone online
minutes - double the proportion for email, which ranks second at 16%.
The analysis also points out differences in online activities when using
PCs (laptops and desktop computers) versus smartphones. Social media
represents only 18% of time spent on the Internet via PCs - the same
percentage as email, and only slightly higher than online video (13%)
and search (11%).
Phones now account for 17% of total time spent with the Internet across
all devices, compared to 12% in 2011, according to research from GfK's
MultiMedia Mentor®. Desktop and laptop computers, by contrast, have
dropped off considerably, representing 73% of Internet time, compared to
83% a year ago. Tablets account for 6% of online time - double the 2011
figure of 3%; and Internet TVs also doubled, from 2% of online time in
2011 to 4% this year.
Trend data show that the purposeful Internet use encouraged by
smartphone apps - checking social sites and email - may be affecting how
consumers approach online time via PCs, as well. The percent of time
devoted to uncategorized "Other" Internet activities on PCs has dropped
by almost half in just a year, from 37% in 2011 to 20% n 2012.
Meanwhile, time spent accessing online video via PCs has essentially
doubled, from a 7% share to 13%, and time with social media and email
"Reading in-the-moment status updates and posting short comments,
replies and likes are activities tailor-made for smartphones,"
said Robert DeFelice, Vice President on GfK's Media team. "Apps
encourage a targeted, deliberate approach to online time that consumers
may not even clearly associate with 'the Internet'. On a PC, by
contrast, people open browsers to access social media, email, and a
variety of other sites; but their interest in going beyond a familiar
repertoire of activities, even on the PC, seems to be dwindling."
The new findings from MultiMedia Mentor® -- which tracks use of eight
major media - are based on interviews with 2,616 members of
KnowledgePanel®, the only commercially available online panel derived
from a statistically projectable sample of the U.S. population.
Interviewing for this latest wave of Mentor data was conducted between
February and July 2012 with panel members ages 13 to 64.
In addition to time spent with media, the MultiMedia Mentor research
captures hundreds of consumer characteristics, including use of product
categories. Clients have on-demand, online access to Mentor findings
through exclusive reporting and optimization software.
To learn more about MultiMedia Mentor®, contact DeFelice at firstname.lastname@example.org.
GfK is one of the world's largest research companies, with more than
11,500 experts working to discover new insights into the way people
live, think and shop, in over 100 markets, every day. GfK is constantly
innovating and using the latest technologies and the smartest
methodologies to give its clients the clearest understanding of the most
important people in the world: their customers. In 2011, GfK's sales
amounted to EUR 1.37 billion. To find out more, visit www.gfk.com or
follow GfK on Twitter (News - Alert): www.twitter.com/gfk_en.
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