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Smartphones used more frequently in household with kids

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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.

There are Now More Mobiles than Toilets Globally

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Enform is fresh off from a Google partner briefing held in Sydney, and we came back from the event with some very interesting facts and statistics gleaned from our meeting with the tech giant’s Australian arm.

Mobile Marketing

Mobile Browsing

For starters, we found out some highly telling facts about Australia’s small business world. Out of the 2 million small to medium enterprises in Australia, only 30 percent did their business online, while a mere 10 percent made use of the advertising platforms available to them.

Despite that number however, Australia still has the highest proportion of SEM per capita in the entire world, a clear sign of how the country has embraced online marketing. Recent statistics also show that Google voice search is territory that has yet to be entered, making it ripe with opportunity for those interested in taking advantage of the service

Rohan Gifford, Google Australia’s Research Head, also added interesting facts about Internet use in Australia. Gifford pointed out that 70 percent of Aussies now watch the television while surfing the web at the same time. This has been made possible by the advent of mobile devices, which has made web surfing more accessible than ever—Gifford notes that the mobile platform is growing at a phenomenal rate.

In fact, multiple surveys show that there are now more mobiles than toilets in the entire world, a statistic that clearly indicates the type of world we live in today. Out of more than 5 billion mobile phones around the world, a good fifth are web-enabled. Consequently, this has lead to other notable trends, such as increased use of Google Maps on mobile, heavy web browsing and use of email and other mobile apps and more.

Surveys also show most people think of browser search as synonymous to Google, something which clearly illustrates the search engine giant’s current dominance of the search industry.

Enform clearly believes there is much more that the mobile platform has to offer in the coming years. If you need ideas on taking advantage of this trend, call Enform now.