The Search Agency, a global online marketing firm and the largest independent U.S. search marketing agency, today announced the results of its 2012 Online User Behavior and Engagement Study, conducted online by Harris Interactive in August among 2,006 US adults, which found that, while smartphones may be most popular among the singles set, married folks favor tablets. In addition, use of a second screen—be it tablet, computer or smartphone—is prevalent among all age groups but highest for generations X and Y.
Distinct differences in online and offline behavior between various age groups, indicating multiple demographic trends that impact behavior, are also illuminated in the study. "For many of the findings, percentages zigzagged between age groups, rather than plotting a consistent bell curve—indicating how factors such as generational differences, disposable income, and the influence of children on their parents impact results," said Mike Solomon, Vice President, Marketing Strategy at The Search Agency. "Married people are often older, have more disposable income and can more easily justify superfluous pieces of technology, such as tablets. At the same time, baby boomers are often more tech-literate than their slightly younger counterparts—likely because their millennial children are pushing them to use new tools and devices."
Also identified are the situational factors impacting behavior that should be considered by mobile advertisers before creating content or directing their spend. "So much of what we see from the study, and the marketplace in general, is how time of day and other situational factors impact behavior. Everything from age to proximity to your television or other devices impacts how and when you reach for your computer or mobile device to shop, search or get social," continued Solomon. "It's important that advertisers consider how to match content and experiences with the time of day and specific device in order to best engage users."
Study findings include: Singles Select Smartphones; Pairs Prefer the Tablet
The study found that more single people own a smartphone than married respondents, with 49 percent of single respondents owning smartphones vs. 43 percent for married respondents. But, more married people own tablets than single people, at 45 percent vs. 36 percent, respectively.
While the ubiquity of mobile use has been widely accepted, it's interesting to note that people are turning to their mobile devices even when their computer is within arm's reach. 59 percent of smartphone owners have searched from their smartphone when they are in close proximity of their computers, with that number jumping to 74 percent of smartphone owners ages 18-34.
