Firm: People Use Mobile Web Nearly 3 Hours/Day

by Karl Greenberg, Yesterday, 3:51 PM
A new study of mobile Internet use by PR firm Ruder Finn finds, among other things, that Americans spend about 2.7 hours on the mobile Internet per day. Ninety-one percent of mobile phone users go online to socialize versus 79% of desktop computer users.

Also, mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users. The Mobile Intent Index study also found that mobile phone users don't use the Web for educational purposes or creative expression; and men use the mobile Web to escape while women use it "to make others laugh."

"Mobile phones have become the way people organize their lives -- managing finances, connecting with friends, purchasing products -- and this trend will only accelerate," said Kathy Bloomgarden, Ruder Finn co-CEO,in a statement.

In the study, which asked people how frequently they use their mobile phones to go online for 295 reasons, three in five said they download applications at least once per month, while 36% download applications from social networking sites at least once per month.

The firm says that when shopping, men are more likely than women to compare prices, but women are more likely to purchase. Also, women use the mobile Web to express themselves, while men conduct business. Youth are more likely to shop over their mobile phones than the average mobile user, and seniors are much more likely than the traditional user to use their mobile phones to educate themselves.

Also, 91% of respondents said they go online to socialize, versus 79% of traditional Web users: 62% are sending and receiving instant messages; 58% forward e-mails; 40% forward content; 38% forward photos; 45% post comments on social networking sites, and 43% connect with others on such sites.

The firm says mobile Web users are handling more personal finance online. The study said 60% of mobile Web users are 1.3 times more likely to go online to do business compared to traditional users. They are 1.6 times more likely to manage finances. The survey said the top business intents are online banking, checking bills and credit card status and reading business blogs.