3foldComm

Who uses web and mobile devices most? And, for what? A new report surveying 2,252 adults aged 18 and older, published by the Pew Research Center’s Internet and American Life Center, has some interesting findings.

In general, Americans are accessing the Internet through mobile devices in increasing numbers, with 59% of those surveyed saying they accessed the mobile web, compared with 51% a year earlier. Also, nearly half of all adults (47%, up from 39% in 2009) go online with a laptop using a Wi-Fi connection or mobile broadband card and 40% (up from 32% in 2009) of adults use the internet, email or instant messaging on a mobile phone. Rates of laptop ownership among African-Americans have risen to 51% from 34% in 2009.

African-Americans and English-speaking Latinos were the most active users of the mobile web. Cell phone ownership is higher among African-Americans and Latinos than among whites (87% vs. 80%) and minority cell phone owners take advantage of a much greater range of their phones’ features compared with white mobile phone users. In fact, 18 percent of African-Americans use a cellphone as their only form of Internet access, compared with 10 percent of whites

Younger people and people living in households making less than $30,000 a year are increasing their mobile web use at particularly fast rates and were more likely to access the Internet solely through their cellphones. Cell phone owners ages 30-49 are significantly more likely to use their mobile device to send text messages, access the internet, take pictures, record videos, use email or instant messaging, and play music.

According to the report, compared with a similar point in 2009, cell phone owners are now more likely to use their mobile phones to:

• Take pictures—76% now do this, up from 66%
• Send or receive text messages—72%, up from 65%
• Access the internet—38%, up from 25%
• Play games—34%, up from 27%
• Send or receive email—34%, up from 25%
• Record a video—34%, up from 19%
• Play music—33%, up from 21%
• Send or receive instant messages—30%, up from 20%

One major fact revealed by the report is mobile – device or just on the move by laptop – is not a trend. It’s also not limited by age, race, or income status, which opens up exciting opportunities for marketers looking to expand their campaigns to mobile.