Regular Mobile Internet Users Embrace Traditional Media

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According to new data from Knowledge Networks' ongoing, single-source measurement of eight key media, 11% of the U.S. population now accesses mobile Internet or video weekly and are avid users of new and traditional media alike. They spend 30% more time with media than the general population (ages 12 to 64), and they also have higher incomes, travel on business regularly, and are more likely to have made an online purchase.

The study shows that past-week users of mobile Internet or video spend 12% more time a day with TV than the general population but its share of their total media time is lower (46% for mobile media users compared to 53% for gen-pop). Mobile Internet/video users also spend more time with videogames than they do with newspapers and magazines combined.

Users of mobile Internet or video are also:

• 55% more likely to earn $75,000 or more in the household (48% of mobile users vs. 31% for gen-pop);
• 56% more likely to have bought online in past month (56% mobile users vs. 36% gen-pop);
• 100%+ more likely to have traveled on business in past year (26% of mobile users vs. 11% gen-pop); and,
• More likely to report they have a VISA (53% vs. 39%) or MasterCard (38% mobile vs. 27%)

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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