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  4. Q2: What are owners doing with their mobile media devices? Part 2
  5. Q2: What are owners doing with their mobile media devices? Part 2

Q2: What are owners doing with their mobile media devices? Part 2

Roger Fidler | June 19, 2012
2012 RJI Mobile Media Research Report

2012 RJI Mobile Media News Consumption Survey

Go to part 1

Usage by respondents ages 35-54: Owners in this age group overall were most likely to use their mobile media devices for interpersonal communication, accessing the Web for information other than new provided by news organizations and entertainment.

The following table summarizes the percentage of all mobile device owners ages 35-54 who said they actually used their devices to engage in the following activities during the seven days prior to taking the survey. The order of ranking is based on the percentages in the all mobile devices column.

MOBILE DEVICE OWNERS AGES 35-54
PERCENTAGE OF ACTUAL USERS
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Interpersonal Communication
89%
98%
95%
74%
88%
88%
Web other than for News
69%
73%
78%
55%
56%
71%
Entertainment
67%
54%
78%
74%
59%
80%
Keeping up with the News
62%
54%
88%
52%
65%
69%
Social Media and Networks
56%
50%
64%
55%
53%
68%
Leisure Reading
54%
23%
68%
77%
91%
62%
Financial Activities
52%
43%
61%
48%
59%
65%
Work Related
46%
39%
64%
39%
53%
52%
E-Commerce
45%
27%
60%
52%
56%
57%
Creating, Managing Content
38%
36%
46%
36%
38%
49%
Education
21%
11%
35%
32%
29%
32%
Other Activities
10%
13%
10%
7%
3%
11%
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Average hours of usage by all actual users ages 35-54: The following table summarizes the average number of hours of usage per week for all mobile device owners ages 35-54 who said they actually used their devices to engage in the following activities. The number of hours can be slightly skewed by heavy users in some categories, especially those in which the percentage of actual users was relatively low.

ACTUAL USERS AGES 35-54
AVERAGE HOURS PER WEEK OVERALL
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Entertainment
9.6
6.0
8.8
12.0
6.4
12.6
Interpersonal Communication
8.5
7.3
9.3
11.3
9.4
12.0
Work Related
7.3
4.6
9.2
8.1
8.9
11.1
Leisure Reading
5.9
2.8
6.0
9.0
6.4
6.3
Keeping up with the News
5.6
4.0
6.3
11.1
6.9
7.2
Education
5.3
2.1
4.9
6.0
2.7
7.2
Web other than for News
4.2
3.7
4.6
2.3
2.2
5.1
Social Media and Networks
3.8
2.3
5.1
4.5
2.9
4.6
Other Activities
3.7
3.8
4.6
5.5
2.0
2.6
Creating, Managing Content
3.5
2.0
5.0
7.1
4.1
4.7
Financial Activities
1.6
2.7
2.4
1.4
1.2
1.8
E-Commerce
2.3
2.3
1.5
1.8
1.2
1.9
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Average hours of usage by all owners (users and non-users): The following table summarizes the average number of hours of usage per week for all mobile device owners ages 34-54. The average hours in this table include actual users as well as those who did not engage in these activities.

ALL USERS AGES 35-54
AVERAGE HOURS PER WEEK OVERALL
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Interpersonal Communication
7.3
7.2
8.5
7.9
8.0
10.0
Entertainment
6.2
3.2
6.6
8.4
3.7
9.5
Keeping up with the News
3.4
2.2
5.3
5.4
4.3
4.7
Work Related
3.2
1.8
5.6
2.9
4.6
5.5
Leisure Reading
3.1
0.7
3.9
6.5
5.7
3.7
Web other than for News
2.8
2.7
3.4
1.2
1.2
3.4
Social Media and Networks
2.1
1.1
3.1
2.3
1.5
2.9
Creating, Managing Content
1.3
0.7
2.2
2.4
1.5
2.2
Education
1.1
0.2
1.6
1.8
0.8
2.2
Financial Activities
1.1
1.1
1.4
0.6
0.7
1.1
E-Commerce
0.7
0.6
0.9
0.9
0.6
1.0
Other Activities
0.4
0.5
0.4
0.3
0.1
0.3
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Usage by respondents 55 or older: Owners in this age group overall were most likely to use their mobile media devices for interpersonal communication, accessing the Web for information other than news provided by news organizations and leisure reading, which included e-books and electronic editions of magazines. Keeping up with news provided by news organizations ranked fifth or sixth as a percentage of actual users except for the iPad owners who ranked it fourth.

The following table summarizes the percentage of mobile device owners 55 or older who said they actually used their devices to engage in the following activities during the seven days prior to taking the survey. The order of ranking is based on the percentages in the all mobile devices column.

MOBILE DEVICE OWNERS AGES 55 OR OLDER
PERCENTAGE OF ACTUAL USERS
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Interpersonal Communication
84%
95%
92%
67%
72%
91%
Web other than for News
66%
67%
72%
56%
59%
83%
Entertainment
60%
36%
83%
72%
72%
66%
Leisure Reading
60%
21%
75%
89%
100%
60%
Keeping up with the News
58%
50%
78%
39%
49%
71%
Social Media and Networks
42%
26%
50%
50%
44%
69%
E-Commerce
37%
19%
50%
50%
44%
54%
Financial Activites
36%
21%
56%
39%
28%
54%
Creating, Managing Content
35%
24%
42%
44%
31%
57%
Work Related
34%
29%
50%
39%
23%
43%
Education
14%
5%
17%
17%
15%
26%
Other Activities
10%
12%
3%
0%
3%
20%
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Average hours of usage by all actual users ages 55 or older: The following table summarizes the average number of hours of usage per week for all mobile device owners ages 55 or older who said they actually used their devices to engage in the following activities. The number of hours can be slightly skewed by heavy users in some categories, especially those in which the percentage of actual users was relatively low.

The relatively high number of hours of usage per week among actual users of small tablets can be attributed to the low number of actual users (18) in this age group. The number of hours of usage is more realistic in the next table for all users ages 55 and older. Actual users for all mobile devices in this age group totaled 145.

ACTUAL USERS 55 OR OLDER
AVERAGE HOURS PER WEEK OVERALL
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Work Related
10.5
7.5
10.7
17.7
17.7
15.6
Interpersonal Communication
7.8
9.7
6.4
13.2
5.6
7.5
Entertainment
6.8
3.6
8.1
12.7
6.7
7.4
Leisure Reading
6.3
1.5
5.8
10.3
8.7
5.6
Other Activities
4.9
1.2
4.0
0.0
3.0
7.4
Keeping up with the News
4.0
3.9
3.7
6.9
4.3
5.0
Education
3.9
4.0
6.0
5.0
3.2
2.9
Web other than for News
3.6
2.9
3.3
4.1
4.7
4.1
Social Media and Networks
2.8
1.4
2.5
4.0
1.8
3.8
Creating, Managing Content
2.4
1.7
1.8
2.1
2.2
2.7
Financial Activities
2.2
1.3
3.1
1.7
4.0
2.9
E-Commerce
2.6
1.3
1.8
2.3
1.8
2.2
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Average hours of usage by all owners (users and non-users): The following table summarizes the average number of hours of usage per week for all mobile device owners ages 55 or older. The average hours in this table include actual users as well as those who did not engage in these activities.

ALL USERS 55 OR OLDER
AVERAGE HOURS PER WEEK OVERALL
ACTIVITY CATEGORIES**
All Mobile Devices
Smart Phone Only
Apple iPad Plus*
Small Tablet Plus*
E-Reader Plus*
Other Mobile Plus*
Interpersonal Communication
6.3
9.0
5.7
8.8
3.8
6.5
Entertainment
3.9
1.3
6.6
9.2
4.6
4.6
Leisure Reading
3.6
0.3
4.2
9.2
8.3
3.2
Work Related
3.4
2.1
5.2
6.9
3.9
6.3
Keeping up with the News
2.3
1.9
2.8
2.7
2.0
3.4
Web other than for News
2.3
1.9
2.3
2.3
2.6
3.2
Social Media and Networks
1.2
0.4
1.2
2.0
0.7
2.5
Creating, Managing Content
0.8
0.4
0.7
0.9
0.7
1.5
Financial Actvities
0.8
0.3
1.7
0.7
1.1
1.5
E-Commerce
0.6
0.2
0.9
1.2
0.8
1.1
Education
0.5
0.2
1.0
0.8
0.5
0.7
Other Activities
0.5
0.1
0.1
0.0
0.1
1.4
*Plus indicates that a majority of these device owners also used other mobile media devices.
**The specific terminology used in the survey for each category of activities can be found at the end of this report.

Survey Terminology Used for Each Category of Activities

In the past 7 days, approximately how many hours in total did you devote to the following activities with all of the mobile media devices you used:

Interpersonal Communication: Interpersonal communications such as voice, email, texting, tweeting

Entertainment: Entertainment such as playing games, watching movies or videos, listening to music

Leisure Reading: Leisure reading such as books, magazines, journals

Work Related: Work related activities other than interpersonal communications

Keeping up with the News: Keeping up with local, national or international news mostly provided by news organizations using Web browsers, smartphone or tablet apps, twitter, RSS feeds

Web other than for News: Accessing the Web for information other than news provided by news organizations

Social Media and Networks: Participating in social media and networks

Creating, Managing Content: Creating, editing or managing non-work or education related content such as documents, photos, videos, music

Financial Activities: Financial activities, such as banking, paying bills, checking market activity, managing investments

E-Commerce: Electronic commerce, such as shopping, ordering, making reservations

Education: Education related activities, for example, reading textbooks and course materials, managing courses, taking tests, creating reports

Other Activities: Any other activities you devoted time to with the mobile media devices in the past 7 days that I have not mentioned

Roger Fidler  
 
Program Director for Digital Publishing (Retired)


Tags
2012 rji mobile media research digital publishing alliance dpa rji mobile media research roger fidler 

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