Mobile Internet Use Intent

 

New Study Shows 'Intent' Behind Mobile Internet Use

A new survey shows that Americans are spending hours a day on the  mobile Internet, an average of 2.7 hours, and tries to determine mobile phone user habits and the underlying intent, or reasons, different people have for accessing the mobile Internet.
Mobile Marketing Intent

 

 

The Mobile Intent Study asked respondents to select one of 295 reason they use their mobile phones to go online. Mobile phone users intent seem primarily to be to on connecting socially and engaging in discussions about personal issues, but mobile Internet users still engaged in financial and social matters more frequently than their desktop counterparts. 

  • 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users.
  • Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users (62% versus 39%).
  • Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause (67% versus 47%).

Usage by gender and age differed tremendously in the study, conducted by Ruder Finn. Men seem to be accessing the mobile Internet 'to escape,' while women are seeking entertainment, particularly humor. 

While instant access to the Web and use of phone applications was important, it was expected by all surveyed user groups. Over 60% stated they downloaded applications at least once per month.

Mobile Intent Survey Results

  • Mobile phones are a social connector.  91% of mobile users go online to socialize, compared to only 79% of traditional users.  They are using their mobile phones "at the moment" to connect with others.  The top socialize intents are:
    • Instant message – 62%
    • Forward e-mails (58%), content (40%) and photos (38%)
    • Post comments on social networking sites – 45%
    • Connect to people on social networking sites – 43%
  • Mobile phones are a personal finance tool.  Mobile phone users (60%) are 1.3 times more likely to go online to do business compared to traditional users (45%).  In fact, they are 1.6 times more likely to manage finances (62% versus 39%).  Mobile phones offer users the chance to conduct business in real time, and this is the major reason that business-related intents are so high.  The top business intents are:
    • Online banking – 46%
    • Check bill/credit card status – 40%
    • Read business blogs – 33%
  • Mobile phones are used for advocacy.  Nearly half of mobile users (49%) go online to advocate compared to only 41% of traditional users.  In fact, they (67%) are 1.4 times more likely than traditional users (47%) to activate support.  Mobile phones offer users the chance to immediately respond to breaking news, whether it is a new piece of legislation or even the latest ongoing development of a corporation or politician under siege.  The top advocacy intents are:
    • Activate support for a cause or position – 67%
    • Post opinions on social networking sites – 45%
    • Forward content on a cause – 40%
  • Mobile phones are not a learning tool.   Mobile users (76%) are much less likely than all users (92%) to go online to learn.  Learning requires time and patience, something mobile phone users are in short supply of.  
    • They (64%) are 1.5 times less likely than the traditional user (96%) to go online to educate themselves
    • They (64%) are 1.4 times less likely than the traditional user (94%) to go online to research.
    • They (95%) are more likely than the traditional user (86%) to go online to keep informed.

  • Mobile phones aren't used for creative expression.  Mobile users are 1.3 times less likely to personally express themselves online (42%) compared to traditional users (54%).  The transitory nature of their intents speaks against spending the time to engage in discussions about personal issues while using their mobile phones.
    • They (41%) are 1.7 times less likely than the traditional user (70%) to go online to opine.
    • They (24%) are 1.8 times less likely than the traditional user (44%) to go online to be creative.

Intent of Mobile Phone Users Differ by Gender and Age

  • Men look at prices but women buy.  When shopping, men are more likely than women to compare prices (47% vs. 30%), but women are more likely to purchase (40% vs. 30%).
  • Women express themselves while men do business.  Women are much more likely than men to personally express themselves (49% vs. 35%) but men are much more likely to do business (62% vs. 57%).
  • Men want to get away.  Men (79%) are much more likely than women (61%) to use their mobile phone to simply "escape."
  • Women want to make others laugh.  Many more women (70%) than men (58%) go online using their mobile devices to entertain others.
  • Youth are the target for retailers. Youth (44%) are more likely to shop over their mobile phones than the average mobile user (35%).
  • Seniors want to learn. Seniors (82%) are much more likely than the traditional user (64%) to use their mobile phones to educate themselves.