Why did the Americans go to the mobile?

The new study, which was attended by 53,000 Americans, showed that fewer users resorted to the use of broadband home Internet and go to the mobile. This news can be considered a tangible shift in consumer attitudes towards online life.

A study conducted by the US Census Center, using data from the Department of Commerce, clearly demonstrates a general trend: Americans with low incomes often resort to using mobile devices to access the Internet. Almost a third of households with incomes of less than $ 25,000 (£ 17,300) per year use only mobile Internet, compared with 16% of families in 2013.
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And the shift towards an increase in the use of mobile Internet has occurred among groups of the population with different income indicators. Among families whose annual budget ranges from $ 25,000 to $ 50,000, the progression is an increase from 12% to 24%. More affluent families (with incomes of up to $ 100,000), using mostly mobile Internet, make up 15% (instead of 6%).

The tendency to increase the use of mobile by groups with not the highest income indicates a new format of Internet access and a real digital revolution. In fact, people with low incomes prefer not the cheapest mobile devices and wi-fi open-source features.

What to expect in the future?

All these figures show us a change at a more fundamental level. Now every fifth American family can be safely ranked as a mobile only category , while in 2013 only one out of ten could be considered as such.

Consumers are increasingly consciously rejecting the use of broadband Internet on desktops. To be in trend, companies will need to invest heavily in the development of mobile infrastructure, and marketers should expect even greater activity from mobile users. Now mobile devices and “online life” are rather the norm rather than the exception to the rule.

Waking up in the morning, users look in smartphones to read messages on social networks or “run over the eyes” on news feeds. Before going out on the street, they clarify the weather forecast on the Internet to ensure the correct choice of clothing. In transport, not looking up, they look at the screens, constantly staying in the “dense” information field ...

In such conditions, it is important for each brand to find exactly the communication channel that will capture the attention of the greatest number of potential customers. And how to do it - learn from our next releases;)



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