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Smartphones used more frequently in household with kids

By | Blog, Mobile, Research | No Comments

How often do you use your smartphone, and what do you mainly use it for? Do you have children at home with you? If so, have you considered that there might be a correlation between the two?

A study by Harris Interactive shows that smartphone owners living with children at home are more likely to use their mobile devices for a variety of uses compared to those without kids. The study outlines that smartphone users living with children are more likely to engage regularly in the following activities than those without kids:

  • Downloading and buying apps, music and videos
  • Researching about products and services
  • Purchasing products and services

It should be pointed out though, that the order of popularity of these activities is largely similar between the two groups, even with the gaps in engagement.

Closer Look at Results

The Harris Interactive reported the following numbers on these discrepancies, showing that smartphone users living than kids are:

  • 16 percent more likely to use maps and navigation apps on their smartphones
  • 16 percent more likely to download free apps and other content
  • 22 percent more likely to be on a social media site or app
  • 19 percent more likely to play games
  • 38 percent more likely to be looking up information about products and services
  • 39 percent more likely to buy apps and other content

Although we at Enform found that the survey from Harris Interactive doesn’t say anything about whether respondents with kids in the household were actually parents, another study, this time from Ipsos MediaCT shows that parents actually have an adoption rate of web-connected devices that’s well above average. This seems to suggest that being with kids has a correlation with technology habits.

So what exactly does the survey mean? Good question. We at Enform like to believe that time constraints and busy schedules are encouraging people living with children to multitask; that is, to do more with just one device.

Whereas the average Internet user living alone at home probably has time to engage in online activities across other devices, users living with children probably have to do things on their smartphones alone.