Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

About The Data: The 2012 Hipcricket Mobile Advertising Survey wasconducted in June 2012 via email and results were derived from 650US-based mobile phone users, distributed across five age categories(18-24, 25-30, 31-35, 36-40, 41-45) and four income ranges($25,000-$50,000; $50,000-$75,000; $75,000-$100,000; greater than$100,000). Respondents were evenly divided between males andfemales, and 27% resided in the Northeast; 21% in the Midwest; 30%in the South; 22% in the West. 73% of the respondents owned asmartphoneMobile traffic now accounts for 10% of the Internet. Up from 1% inlate 2009.When it comes to using mobile phones as the primary means of Webaccess, emerging countries like India or China might come to mind.But nearly a third (31%) of adult U.S. mobile Web users say they nowgo online mostly through their cell phones, according to the lateststudy by the Pew Research Center‘s Internet & American Life Project.That works out to 17% of all American adults who own a mobilehandset.Those proportions are slightly above the corresponding figures lastyear of 27% and 13%, respectively, but the percentage increases arewithin the margin of error.Overall, more than half (55%) of mobile owners go online throughtheir phones, up from 47% last year.Leading the mobile-only Web trend are young people andminorities. Nearly half of all 18- to-29-year-olds (45%) who access theInternet on phones do most of their online browsing on their mobiledevice. Half (51%) of African-Americans and 42% of Hispanics in thesame category also mostly go online through their phones. Bycontrast, only 24% of white mobile Web users turn mainly to theirdevices for Web access.Less affluent (income of under $50,000 annually) and less welleducatedpeople were also more likely to rely mostly on their phonesfor Web browsing than those with higher incomes and college or232