A recent study conducted by the Online Publishers Association and Frank N. Magid Associates, Inc. studied how consumers were accessing content, such as video and news information, and otherwise spending time on their smartphones.  “A Portrait of Today’s Smartphone User” reached the following conclusions:

  • There are approximately 107 million smartphone users in the United States (an estimated 44 percent of the U.S. internet population), which is up from 2011, when 73.2 million Americans (or 31 percent) were smartphone users.  In 2013, smartphone penetration is expected to reach 142.3 million users (or 57 percent).
  • Approximately 31 percent of smartphone users watch video on their devices.  Of those users who watch video on their devices, 68 percent watch short-form news and entertainment clips (e.g., TV show clips and weather forecasts); 57 percent watch user-generated content (e.g., YouTube videos); 49 percent watch music videos; 26 percent watch full-length TV shows; 23 percent watch full-length movies; and 12 percent watch full-length sports.
  • Smartphone users regularly access various types of content on their devices including local news (29 percent); national news (24 percent); sports information (21 percent); entertainment content (20 percent); financial information (18 percent); newspaper content (15 percent); and magazine content (10 percent).   In fact, 35 percent of smartphone users who own multiple devices say that they prefer to access weather information through their smartphone than a personal computer/laptop or a tablet.  Sixteen percent of such users prefer to access news and other information through their smartphone than any other device. 
  • Smartphone users spend more time accessing content via the mobile web (57 percent of time) than through apps (43 percent of time), although the type of content matters.  For example, weather information is accessed more through apps than the mobile web, whereas both news and entertainment information are accessed more frequently through the mobile web.  And in the past year, nearly all smartphone users downloaded apps, with the number of apps downloaded averaging at 36 apps per user.
  • Approximately 28 percent of smartphone users reported that smartphone advertising is the same as Internet advertising.  However, those smartphone users who reported paying for content on their smartphones (approximately 24 percent of all smartphone users) are more likely to take action after seeing a smartphone ad.  For example, 31 percent of these “content buyers” reported having clicked on a smartphone ad during the last six month as compared to 15 percent of smartphone users generally.  Likewise, 30 percent of “content buyers” have used a special offer or coupon delivered via smartphone as compared to just 12 percent of smartphone users generally.
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Photo of Libbie Canter Libbie Canter

Libbie Canter represents a wide variety of multinational companies on privacy, cyber security, and technology transaction issues, including helping clients with their most complex privacy challenges and the development of governance frameworks and processes to comply with global privacy laws. She routinely supports…

Libbie Canter represents a wide variety of multinational companies on privacy, cyber security, and technology transaction issues, including helping clients with their most complex privacy challenges and the development of governance frameworks and processes to comply with global privacy laws. She routinely supports clients on their efforts to launch new products and services involving emerging technologies, and she has assisted dozens of clients with their efforts to prepare for and comply with federal and state privacy laws, including the California Consumer Privacy Act and California Privacy Rights Act.

Libbie represents clients across industries, but she also has deep expertise in advising clients in highly-regulated sectors, including financial services and digital health companies. She counsels these companies — and their technology and advertising partners — on how to address legacy regulatory issues and the cutting edge issues that have emerged with industry innovations and data collaborations.