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2012 Online User Behavior andEngagement StudyThe Search Agency
Mobile Device UseQuestion: Which of the following types of mobile devices, if any, doyou own and use?• More single/never m...
Tablet UseQuestion: When I see a product I am interested in on TV, I use mytablet to get more information?• 69% of tablet ...
Tablet UseQuestion: When I see a product I am interested in on TV, I use mytablet to get more information • 69% of tablet ...
Mobile, Computer, Tablet PreferenceQuestion: Preference for mobile, computer, tablet: Who is moreapt to use “two screens” ...
Purchasing HabitsQuestion: I am more likely to purchase something online duringthe day than during the night.   • 51% of t...
Social NetworksQuestion: I am more likely to browse social networks during theday than at night.  • While Millenials lead ...
Contact UsFor more information about The Search Agency or the 2012 Online Use Behaviorand Engagement Study, visit www.thes...
2012 Online User Behavior andEngagement StudyThe Search Agency
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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.

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2012 Online User Behavior and Engagement Study - Harris Interactive

  1. 1. 2012 Online User Behavior andEngagement StudyThe Search Agency
  2. 2. Mobile Device UseQuestion: Which of the following types of mobile devices, if any, doyou 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 TabletProprietary and Confidential 2
  3. 3. Tablet UseQuestion: When I see a product I am interested in on TV, I use mytablet 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 AgesProprietary and Confidential 3
  4. 4. Tablet UseQuestion: When I see a product I am interested in on TV, I use mytablet 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. 5. Mobile, Computer, Tablet PreferenceQuestion: Preference for mobile, computer, tablet: Who is moreapt 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. 6. Purchasing HabitsQuestion: I am more likely to purchase something online duringthe 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 nightProprietary and Confidential 6
  7. 7. Social NetworksQuestion: I am more likely to browse social networks during theday 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. 8. Contact UsFor more information about The Search Agency or the 2012 Online Use Behaviorand Engagement Study, visit www.thesearchagency.comProprietary and Confidential 8
  9. 9. 2012 Online User Behavior andEngagement StudyThe Search Agency

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