Welcome!

Agile Computing Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Liz McMillan, Andy Thurai

News Feed Item

Singles Seeking Smartphones; Couples Cozy up to Tablets Finds Internet Research Study

The Search Agency Releases Results of 2012 Online User Behavior and Engagement Study; Study Also Reveals Daytime vs. Nighttime Proclivities, Second Screens Also Prevalent

LOS ANGELES, Nov. 29, 2012 /PRNewswire/ -- 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% of single respondents owning smartphones vs. 43% for married respondents. But, more married people own tablets than single people, at 45% vs. 36%, respectively.

Second Screens Seal the Deal
People are anxious to move beyond the TV screen, with 78% of overall respondents looking to their computer to get more information about products they are interested in on TV, and 66% of tablet owners turning to their tablets. Age significantly impacts this finding, with 71% of tablet owners age 18-34 and 81% ages 35-44 picking up their tablets for more information (vs. 54% ages 45-54 and 56% ages 55+). And, of respondents more married people own tablets, more single people (76%) are likely to use them to get further information for products seen on TV vs. their married counterparts (63%).

Must Have Mobile
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% of smartphone owners have searched from their smartphone when they are in close proximity of their computers, with that number jumping to 74% of smartphone owners ages 18-34.

Shopping on the Job; Millennials Browse and Buy During the Day
Much has been said about those multi-tasking, hyper-connected Millennials, and the study underscores some of these tendencies. In addition to their ability to do many things at once, Millennials do not separate work and play as much as their older counterparts, often playing at day, working at night, and vice versa. 53% among age 18-34 are more likely to purchase something online during the day than at night while, only 42% of those at the other end of the age spectrum (55+) are more likely to purchase during the workday.  52% of respondents age 18-34 are more likely to browse social networks during the day than at night, vs. 41% of respondents age 35-44, 30% among age 45-54, and 30% among ages 55+.

For more information about The Search Agency or the 2012 Online User Behavior and Engagement Study, go to http://www.thesearchagency.com/classroom/research/.

Survey Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of Dotted Line from August 14th-16th, 2012 among 2,006 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

About The Search Agency
The Search Agency is a global online marketing firm that combines high-tech and high-touch strategies to help clients engage their customers online and measure ROI beyond a reasonable doubt. With a deep-rooted history in paid search and SEO, The Search Agency understands how activity on the web intersects at search, and executes smart digital marketing strategies that drive measurable results across multiple platforms. Services include Paid Search, SEO, Landing Page Optimization, Display Media, Social Media and Comparison Shopping Management, which are strategically leveraged to maximize the efficacy of clients' integrated marketing campaigns. The company is one of the nation's largest and fastest growing search marketing firms – named the largest independent U.S. search marketing agency by Advertising Age and among Deloitte's 2011 Technology Fast 500™. Founded in 2002, The Search Agency has grown to more than 180 employees worldwide with headquarters in Los Angeles, CA, and additional offices in San Francisco, East Greenwich, Baltimore, Tampa, London, Sydney, Toronto and Bangalore. For more information, go to http://www.thesearchagency.com.  

About Harris Interactive
Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client's research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us - and our clients—stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

SOURCE The Search Agency

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
DXWorldEXPO LLC announced today that Ed Featherston has been named the "Tech Chair" of "FinTechEXPO - New York Blockchain Event" of CloudEXPO's 10-Year Anniversary Event which will take place on November 12-13, 2018 in New York City. CloudEXPO | DXWorldEXPO New York will present keynotes, general sessions, and more than 20 blockchain sessions by leading FinTech experts.
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user e...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science" is responsible for guiding the technology strategy within Hitachi Vantara for IoT and Analytics. Bill brings a balanced business-technology approach that focuses on business outcomes to drive data, analytics and technology decisions that underpin an organization's digital transformation strategy.
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Rodrigo Coutinho is part of OutSystems' founders' team and currently the Head of Product Design. He provides a cross-functional role where he supports Product Management in defining the positioning and direction of the Agile Platform, while at the same time promoting model-based development and new techniques to deliver applications in the cloud.
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and Bi...