AIMC (Association for Media Research) presented the results of a new study revealing internet users’ habits regarding mobile internet consumption. This study aims to determine how mobile devices and internet access affect media consumption. It also seeks to gain a deeper understanding of individuals who use these devices to access the internet and their relationship with the media.
The main conclusions are as follows:
RELATED TO THE MOST COMMONLY USED DEVICES AND CONNECTION TYPES
- The mobile phone is the most used device for connecting to the internet on the go: 97% of those surveyed are mobile phone users. 84% of internet users own a smartphone, and of those, 95% have a data plan.
- The smartphone is the leading device for internet access: 85% of internet users reported using it to connect to the internet in the last month, followed by laptops (76%) and desktop computers (69%).
- More than half of internet users own a tablet and connect to the internet via Wi-Fi: 6 out of 10 internet users have a tablet at home, and 21% of them have a data plan on one of their tablets. The remaining 79% can only connect to the internet via Wi-Fi.
- Laptops are beating desktop computers: 81% of internet users have at least one laptop in their homes, while 68% of those surveyed have at least one desktop computer.
REGARDING THE PLACE OF USE
- For all the devices analyzed, home use is the most widespread. Even so, the smartphone is the most used device (95% at home, 81% on the street, 74% in leisure venues, 68% on public transport, and 55% at work).
REASONS FOR CONSUMPTION AND MOST USED SERVICES
- If we exclude internet use for work purposes, focusing solely on personal use, the average internet user spends 231 minutes online per day.
- Checking email and using search engines are among the most frequent activities: only 1% reported not using these services in the last month. Among the least used services, online gambling stands out, used by only 9% of internet users.
- The preferred device for accessing each service is, in most cases, a computer (laptop or desktop), especially for services requiring a certain level of security, such as “buying products or services” (78%) or “connecting to your online bank” (65%).
- Mobile devices are preferred for services such as accessing “social media,” “online video games,” and “reading the news.”
RELATED TO MEDIA CONSUMPTION
- Television, at almost 93%, is the most consumed medium by internet users overall (online and offline) during the week, followed by radio and newspapers with 80% and 78% respectively. Magazines come in last place, with 55% coverage.
- If we focus on traditional media consumption, television is also the preferred medium for 6 out of 10 respondents, followed by radio (52%), magazines (25%), and newspapers (13%).
- Regarding exclusively online media consumption, print media has the highest percentage of coverage.
Source: www.puromarketing.com
