This document summarizes research on mobile media usage among different age groups. The key findings are: 1) Younger generations are more likely to own smartphones and tablets compared to older generations. Over half of those aged 18-32 own a smartphone. 2) Smartphone users tend to use their devices for more activities while tablet users are more likely to watch TV network programs. 3) Over half of smartphone and tablet users use their devices at least sometimes while watching primetime TV, with younger users doing so more frequently. 4) On average, users have less than one TV-related app on their smartphones but tablet users are more inclined to watch full programs or movies using such apps.

1. Research Note:
Mobile Adoption & Usage in a
TV Dominant Era
GfK. Growth from Knowledge
© 2012 GfK Custom Research North America
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2. SELECTED FINDINGS FROM...
SMARTPHONES AND TABLETS
A HOW PEOPLE USE® MEDIA REPORT
– May 2012 –
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3. Share of internet use among Smartphone and Tablet users, 18-34
Average Daily Video Share Among 18-34 Almost Doubled, From 9% - 16%
Base: Persons 18-34 who use smartphones or tablets
Source: GfK MultiMedia Mentor® Spring 2011, 2012
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4. Device Ownership
By Generation…
Gen Y Gen X Boomers
13-32 33-46 47-54
Smart- Own 50% 48% 27%
phone Own or use 56% 52% 30%
Tablet Own 18% 20% 16%
Own or use 27% 24% 19%
13% 14% 9%
+ Own both
Own or use both 20% 18% 10%
Own either 55% 53% 34%
or Own or use
either
62% 57% 38%
Indicates significantly higher than total,
Base: Total respondents statistically significant at 95%+
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5. Users tend to participate in more activities on their Smartphone but
are more likely to watch programs from TV networks on their Tablet
Activities Regularly Done on Smartphone or Tablet
Base: Smartphone user; Tablet user.
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6. More than half of Smartphone and Tablet users use their device at
least sometimes while watching TV in primetime
Multi-Taskers Use Smartphone or Tablet At Least Sometimes While Watching Primetime TV
Base: Smartphone user (N=879); Tablet user (N=416)
Base Smartphone multitasker (N=490); Tablet multitasker (N=196)
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7. Younger users are more likely to use their Smartphone or Tablet
simultaneously while watching TV in primetime
Use Smartphone or Tablet At Least Sometimes While Watching Primetime TV
Gen Y Gen X Boomers
13-32 33-46 47-54
Yes Yes
65% 35%
Yes Yes Yes
53% 48% 48%
Base: Smartphone user); Tablet user
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8. The average Smartphone or Tablet user has, on average,
less than one TV-related app on their phone
Have TV-Related Apps on Smartphone or Tablet
Yes
mean #
Yes
23% mean # of TV apps
of TV apps 29%
0.7
2.9 among
0.8
those w/ TV app
2.7 among those with TV app
Base: Smartphone user); Tablet user
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9. Only 12% of Smartphone users and 8% of Tablet users use the
app simultaneously while the program is being aired
Frequency of TV App Use While Watching Content and Effect on Viewing
All the
time Often Sometimes Rarely Never
7% 5% 26% 33% 27%
3% 5% 23% 33% 37%
Less
More likely to likely to
watch Makes no difference watch
13% 79% 8%
Similar net impact of
+4% in 2009
19% 70% 12%
Base: Smartphone TV app downloaded; Tablet TV app downloaded
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10. Tablet users are more likely to use TV-related apps for
watching entire programs or movies
Reasons for TV-Related App Use
Base: Smartphone TV app downloaded; Tablet TV app downloaded
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11. Tablet users who watch TV programs or movies are more likely to
have noticed ads before or during their viewing
Noticed Any Ad Types on Smartphone / Tablet
Base: Smartphone TV program/movie viewers (N=189); Tablet TV program/movie viewers (N=132)
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12. Mobile users do not enjoy ads but most feel ads are a
fair price to pay for free download/app use
Feelings Towards Marketing Messages in Apps
Ads take away from Ads are a fair price to The ads I see while The ads I see while I am more inclined to
my enjoyment of pay for free download using apps on my using apps on my purchase products
using apps on my and use of apps on smartphone/tablet smartphone/tablet are and services from
smartphone/tablet my smartphone/tablet generally fit well with usually relevant to my companies that
the content needs and interests advertise on apps on
my smartphone/tablet
Agree
(T2B)
Base: Smartphone apps user; Tablet apps user
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13. Younger users are more willing to trade ads for free app use; Gen
X is the most willing to pay for ad-free app use
Willingness to Exchange Small Ad on Screen for Free Apps
Yes, I would be willing to have ads No, I would prefer
on screen in exchange for free use Depends on the app content to pay and not have
of an app and how I will use it ads
Gen Y 13-32 40% 41% 17%
Gen X 33-46 35% 37% 27%
Boomers 47-54 30% 47% 23%
Base: Any apps downloaded and used
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14. Gen Y is the most likely to feel their mobile viewing is a
replacement to their regular TV viewing
Details of TV Viewership on Smartphone or Tablet
Replaces regular TV Addition to regular TV Both
Gen Y
13-32
Gen X
33-46
Boomers
47-54
Base: Smartphone TV program/movie viewers *Caution: Small base.
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15. Smartphone viewers continue to pay for fewer TV programs and
movies than in the past
How Many TV Programs and Movies on Smartphone / Tablet Pay a Fee For
26% 32%
Down from 50% in
2007 and 34% in 2009
Base: Smartphone TV program/movie viewers (N=189); Tablet TV program/movie viewers (N=132)
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16. What are people saying about watching TV programs and movies
on Smartphones / Tablets
Like: Convenience & Portability Dislike: Screensize, Commercials & Lack of
Full Episodes from TV Networks
“…Not having to sit down at a
“…Small screen and sometimes
scheduled time, or schedule
poor quality picture…”
recordings of episodes…”
“…I can watch anytime,
anywhere. I don't have to “…Lack of availability from TV
remember to tune in at a networks to release full
specific time like with regular episodes…”
cable…”
“…It's faster and mobile, while “…You would think there would
being on demand. There is no be less commercials online than
reason not to watch programs TV. They have a bunch of
on my phone…” commercials…”
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17. GfK Custom Research
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