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Study Says People Love Their Smartphones
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A recent study, “A
Portrait of Today’s Smartphone User,” sponsored by the Online Publishers
Association, concluded that smartphone users enjoy their smartphones and
increasingly make use of them in a variety of ways.
The
late March survey by Frank N. Magid Associates of 2,540 people, aged 8–64, was designed to give a snapshot of smartphone users along with
understanding “trends around smartphone advertising
and content buying.”
While the study was aimed at publishers, the findings
certainly are applicable for radio broadcasters, especially in the area of
mobile advertising and content usage. OPA President Pam Horan said, “Consumers
now expect the world at their fingertips anytime, anywhere, and publishers have
worked vigorously to optimize their mobile sites and create apps that cater to
this demand and behavioral shift.”
For instance the
study noted that the “primary types of content smartphone consumers access [via
their Internet connection] are weather information (47%), video (31%), local
news (29%) and national news (24%).” Those could be described as prime radio
fodder.
And the smartphones are not going away, with
massive adoption increasing every year, as the study notes. Lead takeaway in a
release: “The study found that over two-thirds of smartphone owners reported
that they ‘cannot live without’ their smartphones.”
Read the report (PDF)
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