According to a new survey by the Pew Research Center’s Internet & American Life Project, 63% of cell phone owners now go online using their mobile phones.
Since 91% of Americans are cell phone owners, this means that 57% of all Americans go online using a mobile phone. Over half of adults (56%) now own a smartphone, and 93% of these smartphone owners use their phone to go online.
In particular, says the report, the following groups have high levels of cell phone internet use:
- Young adults: Cell owners ages 18-29 are the most likely of any demographic group to use their phones to go online. 85% of them do so, compared with 73% of cell owners ages 30-49, and 51% of those ages 50-64. Just 22% of cell owners ages 65 and older go online from their phones
- Non-whites: 74% of Black cell phone owners are cell internet users, as are 68% of Hispanic cell owners
- The college-educated: 74% of cell owners with a college degree or higher are cell internet users as are 67% of those who have attended (but not graduated) college
- The financially well-off: 74% of cell phone owners living in households with an annual income of $75,000 or more per year are significantly more likely than those in every other income category to go online using their phones
- Urban and suburban residents: Urban and suburban cell owners are significantly more likely to be cell internet users than those living in rural areas. 66% of urbanites and 65% of suburban-dwellers do so, compared to half of rural residents
34% of cell internet users say that they mostly use their cell phone rather than some other device such as a computer. 53% of cell internet users say that they mostly go online from a device other than their cell phone, while 11% use both their phone and some other device equally.
See the complete report from Pew Research.
Kentico Software has published the results of a new email marketing survey, the latest installment of Kentico’s ongoing digital experience research series.
According to the survey, only 32% of the general public believes email marketers have gotten better over the past five years at emailing them with content that appeals to their interests. 31% of those surveyed believe email marketing has gotten worse, and 36% feel it’s remained about the same.
- 77% are unlikely to welcome an unsolicited email even if it caters to their particular interests
- Of the email lists recipients willfully subscribe to, 36% said they read about a quarter of the emails they receive; 26% read half of it; 16% read 75% of it; 10% say they read all of it; 12% read none of it
Stats for Solicited Email
Most respondents (37%) willfully subscribe to 1-5 email lists. 31% subscribe to 6-10 lists, 14% subscribe to 11-15 lists, 7% subscribe to 16-20 lists, and 5% subscribe to more than 20 lists. Those who subscribe to 6-10 lists tend to read more of their marketing email, with 48% typically reading 75% of their solicited marketing messages.
Of those who willfully subscribe to email lists:
- 57% stay on a list for a period of 1-3 years
- 22% will stay on a list for 4-6 years
- 5% for 7-9 years
- 16% for 10 or more years
Calls to Action
Kentico found 45% of those surveyed will perform the action requested in marketing emails about 1-2 times per month. Such actions may include learning more about a product or taking part in a sale. 21% will perform requested actions 3-4 times per month, 8% will perform 5-6 actions per month, and less than 1% will perform 7-8 actions per month. 5% will perform more than 10 actions per month, and 18% will never respond to a call to action.
Nielsen’s has just published a new Trust In Advertising study
. Although focused on consumer trust in advertising, it has clear advice for all communicators: earning consumer trust is the foundation for success.The study offers the good news that consumers around the globe are more trusting now than they were several years ago.
Trust in Forms of Advertising (for our purposes, methods of communicating)
- Recommendations from people I know, 84%
- Branded websites, 69%
- Consumer opinions posted online, 68%
- Editorial content (e.g. newspaper), 67%
- Ads on TV, 62%
- Brand sponsorship, 61%
- Ads in newspapers, 61%
- Ads in magazines, 60%
- Billboards and outdoor advertising, 57%
- Ads on radio, 57%
- Emails authorized, 56%
- Ads before movies, 56%
- TV product placements, 55%
- Ads in search engine results, 48%
- Online video ads, 58%
- Ads on social networks, 48%
- Display ads on mobile device, 45%
- Online banner ads, 42%
- Text ads on mobile phones, 37%
Image courtesy of FreeDigitalPhotos.net