Pew Research Center has just released new insights surrounding internet use and American habits. The study, published last week, compares “the role of internet in American life” from 2000 to today. An interesting take-away from the report is the heavy influence of mobility on American culture.
The following chart displays growth since 2006 in all forms of mobile devices, with a notable decline in the once prevalent use of desktop computers. It should come as no surprise that gadget ownership is largely correlated with age, education, and income.
The study also concluded that nearly half of American adults (46%) are now smartphone owners, making this group the most prevalent in the adult population (18+). This increased adoption is widespread across “nearly every major demographic group,” with the exception of seniors (65+). The predominant group with smartphone adoption rates is young adults. Because smartphones are increasingly becoming widespread, many organizations are leveraging mobile strategies to reach previously under-penetrated markets.
In short, this study reinforces the movement we have seen in the marketplace to mobile devices. So the question then becomes how can organizations get ahead of this trend, and get back in touch with the expanding smartphone population. One clear answer is to make the most of a booming app industry. This research highlights the importance of mobility in American culture, and displays data providing a clear picture for organizations as to where their marketing efforts should be aimed. If you’re not already, you need to be mobile.