2012 Online User Behavior and Engagement Study - Harris Interactive
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More than seven in 10 US tablet owners ages 18 to 34, and more than eight in 10 tablet owners ages 35 to 44, looked up product information on their devices after seeing something interesting about it on TV. The behavior was significantly less common among older tablet owners (and, in addition, older consumers are already less likely to own tablets), but still, more than half of those 45 and older did the same.
2012 Online User Behavior and Engagement Study - Harris Interactive
- 1. 2012 Online User Behavior and Engagement Study The Search Agency
- 2. Mobile Device Use Question: Which of the following types of mobile devices, if any, do you own and use? ? More single/never married people own a smartphone than married respondents BUT more married people own tablets than single/never married people 100% 80% 60% Single/Never 49% 43% 45% Married 40% 36% Married 20% 0% Own Smartphone Own Tablet Proprietary and Confidential 2
- 3. Tablet Use Question: When I see a product I am interested in on TV, I use my tablet to get more information? ? 69% of tablet owners agree (and 78% will also turn to their computer) Men vs. Women & Single vs. Married Individuals 100% 100% 82% 81% 80% 74% 76% 68% 80% 63% 61% 60% 63% 50% Men 60% 45% Single/Never 40% Women Married 40% 20% 20% 0% Ages 18- Ages 35- Ages 45- Ages 55+ 0% 34 44 54 All Ages Proprietary and Confidential 3
- 4. Tablet Use Question: When I see a product I am interested in on TV, I use my tablet to get more information ? 69% of tablet owners agree (and 78% will also turn to their computers) Difference in Tablet Use by Age 100% 81% 80% 71% 60% 54% 56% 40% 20% 0% 18-34 35-44 45-54 55+ Proprietary and Confidential 4
- 5. Mobile, Computer, Tablet Preference Question: Preference for mobile, computer, tablet: Who is more apt to use ¡°two screens¡± (smartphone, tablet)? ? While more people in the 18-34 age range own tablets, more people in the 35-44 range use their tablets as a ¡°second screen¡± ? Similarly, more people in the 45-54 age range own tablets than those 55+, but the 55+ age group uses tablets as a ¡°second screen¡± more frequently ? Overall: Majority of people (59%) are turning to their smartphones when they have a computer at arms length, even more so among younger demographics (74% of those 18-34) Proprietary and Confidential 5
- 6. Purchasing Habits Question: I am more likely to purchase something online during the day than during the night. ? 51% of total respondents agree, with Millenials packing more day-purchasing power ? Young people buy during the 100% day, while older people buy at night 80% Ages 18- ? Millenials also are browsing 60% 53% 34 more during the day, while 48% Ages 35- 39% 42% 44 baby boomers are more likely 40% Ages 45- to browse at night 54 20% Ages 55+ ? Not surprisingly, people are using their smartphones more 0% during the day than the night Proprietary and Confidential 6
- 7. Social Networks Question: I am more likely to browse social networks during the day than at night. ? While Millenials lead the pack for daytime social networking, they¡¯re not alone: 100% 80% Ages 18- 34 60% 52% Ages 35- 48% 44 39% 42% 40% Ages 45- 55 20% Ages 55+ 0% Proprietary and Confidential 7
- 8. Contact Us For more information about The Search Agency or the 2012 Online Use Behavior and Engagement Study, visit www.thesearchagency.com Proprietary and Confidential 8
- 9. 2012 Online User Behavior and Engagement Study The Search Agency