Report: 43% of Mobile Internet Usage Happening in Home

InsightExpress (courtesy of @jliuzzo) released some terrific mobile consumer survey data today. InsightExpress found that 40% of mobile phone owners under age 45 have smartphones. Overall more than a third of US mobile phone owners now have smartphones. In addition, InsightExpress identified a middle category of mobile users who technically own smartphones but don’t engage with them as aggressively and fully as, for example, iPhone owners. However they don’t act like feature phone owners either. 

InsightExpress found that 43% of mobile Internet usage is going on at home, which is both very interesting and going to be somewhat challenging for marketers. 

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Top three activities done at least once per week by smartphone owners:

  • Text: 81%
  • Email: 69%
  • Mobile Internet: 62% 

Eight seven percent (87%) of mobile phone owners have used their phones “in a store;” 56% of smartphone owners have visited a retail store website on their phones. 

When it comes to receiving marketing messages, consumers appear to overwhelmingly favor email vs. other methods: 

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Mobile coupons

According to the survey, more than 1/3 of smartphone owners “look for or use coupons in-store.” Grocery is the top category, followed by “general retail,” “clothing” and restaurants. In terms of how they wanted to receive coupons on their phones, here were the top three preferences: 

  • 25%: Have them sent to me via text message
  • 18%: Get them via email on my phone
  • 17%: Text in to receive them when I’m in a store  

Interestingly only 8% (the smallest group) said they wanted to receive coupons as a reward for checking in. This no doubt reflects the smaller adoption of LBS/check-in applications vs. mobile email and SMS — which people are much more familiar with.

In addition, “50% say they have made a special trip to a store after receiving a mobile coupon.”

QR Codes:

17% of smartphone owners have downloaded a QR reader application (concentrated in the 25-34 year old group, with males, and iPhone and Blackberry users).


18% of mobile phone owners have purchased something through their phones. The number jumps to 35% for smartphone owners.

As the chart below reflects, consumers will purchase over their mobile devices provided they have an incentive and/or the friction is taken out of paying, through a stored credit card or carrier billing — so they don’t have to enter 16 digits on the small screen.  

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