Kids in the Household? Smartphone Engagement Likely Higher
by MarketingCharts staff
Smartphone users with children under 18 in their household are more likely than those without to use their devices for a variety of activities, according to survey results from Harris Interactive. While the order of popularity of those activities remains very similar among both groups, smartphones users with children in the household are more likely than those without to say they regularly perform each of the 12 activities identified.
The activities with the biggest gaps between the groups include downloading and purchasing applications, music, and videos, as well as researching and purchasing products and services.
Assigning some numbers to a few of those discrepancies, smartphone users with kids in the household are:
16% more likely to regularly use mapping and navigation services (79% vs. 68%) on their devices;
16% more likely to download free applications, music or videos (72% vs. 62%);
22% more likely to use social media (72% vs. 59%);
19% more likely to play games (62% vs. 52%);
38% more likely to research goods or services (54% vs. 39%);
39% more likely to purchase applications, music or videos (50% vs. 36%); and
76% more likely to purchase other products and services (30% vs. 17%).
While the Harris Interactive survey doesn’t specifically indicate that smartphone users with kids in the households are parents, earlier research from Ipsos MediaCT finds that parents show above-average adoption of internet-connected devices. Given the results from both pieces of research, it seems reasonable to ascertain that the presence of kids has an effect on the technology habits of those nearest to them.
About the Data: The data is from a Harris Poll of 2,383 adults (991 of whom own and use a smartphone) surveyed online between November 14 and 19, 2012 by Harris Interactive.