Mobile Behavior Depends on Demo


â–¶ Method to Mobile: Merkle’s study of online consumers’ mobile behavior across demographics concluded that younger people and men have the most access to the mobile Internet. Findings include:

• The largest difference in mobile behaviors across demographics is the percent who text. 70% of those age 18-29 text, which decreases steadily with age, down to 11% for those age 65+.

• Mobile users younger than age 40 are more likely to access their personal email via mobile devices compared to older users, with peak access and frequency rates for those in their 30s.

• 53% of men have a mobile phone that can access the Internet, 6% higher than women. Men are also 3.3 times more likely than women to have an Internet-enabled phone for work purposes.

• Of those with an Internet-enabled phone, 44% check their personal e-mail, using approximately 18% of their total permission e-mail time.

• Consumers with an Internet-enabled phone are one-third more likely to be active on top social networks.

Source: Merkle


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