Mobile Users Speak: Mobile Aptitude on the Rise

It looks as though mobile devices are here to stay; purchase intentions have been on the rise since 2011, even as the cost of living increases. The latest iPhone installment and newest Droid tablet appear to be on the “Do Not Cut Back” list for most consumers:

More and more consumers are acquiring the means to be mobile.

Naturally, those who have smartphones and tablets are using them for a variety of purposes. Some may even be considering replacing their laptop! Although a desktop or laptop computer is the preferred method for Internet access, this portion has been declining since April 2012. Earlier this year, 2 in 3 (67.1%) preferred using a computer to access the Internet, compared to just over half (56.7%) as of August. Mobile Users who prefer using a smartphone for web surfing have increased in numbers from April (22.3% to 29.0%) along with those who opt for tablet devices (10.7% to 14.3%).

Further, those mobile users with smartphones are going beyond the basics of their gadgets—they not only have means, but also the motivation to use their devices to the fullest. As of September, only 11.7% say they use their smartphone just for call/text/email. The rest of users are split: 46.0% use the basic features plus some applications while 42.2% say their smartphone is their life! These avid users remain in the majority while the proportion of phone fundamentalists is trending downward:

Would you like to discover your own mobile insights? All of these and more can be found at the Prosper Mobile InsightCenter™. Check it out soon! For the entire month of October, Prosper Mobile Insights is offering an All Access Pass to behind-the-scenes segments including wireless providers, retailer shoppers and extended demographic segments.

Source: Prosper Mobile Insights™

© 2012, Prosper®

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Surprising Insights: American Pulse

As some of you may know, we’ve been releasing these really handy tools called InsightCenters, perfect for serving up answers in an intuitive, interactive and illustrative way. You can find insights on a wide range of topics – mobile device ownership, Hispanic consumers, new vehicle purchasers, government unemployment stats, and even the economy of China—all at the click of a mouse or the tap of a touch screen!

At the moment I have a domestic focus, and have been exploring our American Pulse InsightCenter, which takes a look at how Americans feel about the upcoming election, the economy, technology, and much more!

In just a few minutes, I was able to easily gather these fun facts:

• Members of Generation Y are more likely than older generations to say they are addicted to the Internet and Facebook.
  • More Boomers than younger Americans say they are addicted to TV.
• Men are more likely than women to be happier with the work life, and both genders’ happiness levels in the workplace are higher in 2012 than they were in 2011.
  • Women, however, are more likely than men to be happy or totally happy with their love lives.
• In July, Hispanics were more likely than Whites and Blacks to thoroughly enjoy their lives rather than worrying about making money.
• Members of Generation Y are more confident that the government’s economic policies will help lower unemployment, and their confidence is growing.
• Neither Presidential candidate has a positive Net Promoter Score* among Likely Voters.
  • Obama, however, receives a higher score among Democrats than Romney does among Republicans.

Take a look for yourself and see what you can learn about the pulse of America: the people! And for the people, did I mention access to this InsightCenter is totally free? 🙂  (Just click the image to access the online version or download to your Android tablet!)

Source: BIGinsight.com

© 2012, Prosper®

*About the Net Promoter Score (NPS): Respondents were asked to rate, on a scale from 0 (Not at all likely) to 10 (Extremely likely), the probability they would recommend each presidential candidate to a friend or colleague. 10 and 9 responses indicate Promoters, 8 and 7 responses are Passives and 0 through 6 are Detractors. NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

Generation Gap: Webaholics Anonymous

Hi. My name is Randi and I am a Webaholic (along with nearly half of the American population!). According to the American Pulse™ Survey from March, 47.5% of Adults 18+ admit that they are addicted to the Internet. The World Wide Web is also the top tech addiction among all generations:

While TV is the #2 digital drug of choice among all Americans, members of Gen Y and Gen X seem more hooked on Facebook. Perhaps keeping up with friends and bartering farm animals is more addicting than tuning in to the boob tube for younger Americans.

Like many of my Gen Yers (although I hate to admit it) I am also addicted to Facebook and my smartphone. However, I can’t whole-heartedly agree with the 33.0% addicted to TV (unless you count reruns of Law & Order SVU on Netflix!). I actually cancelled my cable service a year ago and now rely on Wii streaming and DVDs via snail mail.

Similarly, if they had to choose, the vast majority of Americans (83.0%) would cut the cable and fasten to Wi-Fi. This intention spans across all generations; however, a few more members of the Silent Generation would opt to keep their cable:

Regardless of age, Internet appears to be a necessity. It’s also the more practical option—you can always watch TV episodes online!

Source: American Pulse™ Survey, MAR-12 #1, N = 3892

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development.