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
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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
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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+
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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)
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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
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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%
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8. Contact Us
For more information about The Search Agency or the 2012 Online Use Behavior
and Engagement Study, visit www.thesearchagency.com
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9. 2012 Online User Behavior and
Engagement Study
The Search Agency