With smartphone penetration still in the early stages in According to a release, the joint study, "Mobile's Role in a Consumer's Media Day in
The research reveals that media consumption is more impacted by smartphone ownership in
In contrast to
-Internet communication (51 percent U.S. vs. 10 percent
-Reading social media (38 percent U.S. vs. 9 percent
-Conducting a local search (34 percent U.S. vs. 8 percent
The data shows similar disparities when it comes to reading print media.
The study also points to distinct attitudinal differences that can help marketers, agency professionals, and publishers to effectively tailor their strategies to reach consumers in both countries. The research illustrates Americans' greater dependency on their smartphones as devices that they would "never leave home without" (69 percent). In comparison, 6 percent of their Chinese counterparts said the same. Thirty-four percent of Americans said that their smartphone is the "first thing I reach for when I wake up," as opposed to 7 percent of Chinese smartphone owners.
Chinese are also more apt to use their smartphones for web browsing than Americans (32 percent China vs. 21 percent U.S.). Twenty-three percent of Chinese respondents said that they spent three hours or more per day in the last week accessing the Internet with their smartphones. The top reason they cited for turning to their smartphones was "entertainment."
"Traditional media companies around the world are watching how mobile is affecting their businesses," said
"Culturally and economically
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With smartphone penetration still in the early stages in
According to a release, the joint study, "Mobile's Role in a Consumer's Media Day in