Ten Million Internet Users Go Online Via A Cell Phone Or PDA
comScore Networks, Inc., the standard in Internet behavioral measurement, today announced that 9.9 million Internet surfing adults in the U.S. use a personal digital assistant (PDA) or cell phone to access the Internet. This analysis – which includes U.S. persons age 18+ who used the Internet from a PC in the first quarter of 2002 – determined that among the 19.1 million users owning a PDA, 5.0 million access the Internet with those devices. Among the 67.2 million online users that own a cell phone, 5.8 million access the Internet with those devices. (Note: duplication among users that access the Internet with both a PDA and a cell phone has been removed from the total of 9.9 million.)
“Although wireless Internet usage is still in its relative infancy, these data prove there already is a significant wireless Web audience,” said Peter Daboll, division president of comScore Media Metrix. “While there are more Internet users with cell phones, a much higher proportion of PDA owners report using those devices to go online. These usage rates warrant careful monitoring, both by manufacturers as they develop new devices and by publishers and marketers as they evaluate wireless strategies.”
This is the first in a series of data on wireless Internet access from comScore Media Metrix’ Audience insite Measures (AiM) system. AiM is the only service to continuously and electronically monitor and combine PC-based online usage behavior with the most detailed qualitative consumer information, including: technology ownership and usage, demographic, lifestyle, attitudinal, purchase and offline media-consumption data.
Highlights of the First Quarter 2002 Wireless Internet Benchmark:
Age-Gender Breakdown – Males comprise 72 percent (6.5 million) of the Internet users who access the Internet via a cell phone or PDA, while women comprise 28 percent (3.4 million). This compares to the total Internet population, where 48 percent (45.3 million) are male and 52 percent (48.3 million) are women. Persons age 18-34 represent 53 percent (5.3 million) of online users who access the Internet via cell phone or PDA, while persons 35-54 represent 42 percent (4.2 million) and persons 55 and older represent four percent (400,000). This compares to the total Internet population, where 40 percent (37.6 million) are 18-34; 46 percent (42.8 million) are 35-54; and 14 percent (13.2 million) are 55 and older.
Wireless Internet Access Skews to Higher Incomes – Internet users with annual household income less than $60,000 comprise 41 percent (4.1 million) of those who go online via a cell phone or PDA, while those with annual household income of more than $60,000 represent 59 percent (5.8 million). This skews somewhat further toward high-income households than the total Internet population, where 51 percent (47.7 million) have a household income less than $60,000 and 49 percent (45.9 million) have a household income greater than $60,000.
Gay Sites Most Likely to Attract Wireless Internet Users – Among comScore Media Metrix’ 29 categories and 71 subcategories of online media, gay/lesbian sites have the highest concentration of Internet users that access the Internet with a cell phone or PDA (30 percent). Next in line are: car-rental sites at 17 percent; directories-classified sites at 16 percent; retail-movie sites at 16 percent; and retail-tickets at 16 percent.
Wireless Internet Access Among Web-Based E-Mail Users – While 11 percent of all Web-based e-mail users access the Internet via a cell phone or PDA, users of certain mail services have a notably greater propensity toward this application. The corresponding figure is 16 percent for users of Netscape Webmail, 15 percent for AOL.com Email, 13 percent for MSN Hotmail while 11 percent for Yahoo! Mail.
Wireless Internet Access Among Instant-Message Users – While 11 percent of instant-message users access the Internet via a cell phone or PDA, that figure is 14 percent for MSN Messenger, 13 percent for Yahoo! Messenger, 13 percent for AOL’s ICQ and 10 percent for AOL’s AIM.
Wireless Internet Access Among Visitors to News Sites – Twelve percent of visitors to news sites also access the Internet via a cell phone or PDA, though certain sites draw disproportionately higher percentages of wireless Web users, including: Wall Street Journal Interactive at 17 percent; Boston.com at 16 percent; CNN.com at 15 percent; and NYTimes.com at 14 percent.
“This first release of wireless usage data among active Internet users reveals distinct demographic characteristics and online behaviors that make this audience especially desirable to digital marketers,” said Daboll. “Furthermore, the data identify specific destinations on the Web at which marketers and advertisers are most likely to target these users. While these findings have immediate implications for near-term marketing and advertising strategies, understanding and continuously monitoring this maturing audience will become critical as technologies advance and adoption rises.”
Details on comScore Media Metrix Data Collection
All PC-based Internet usage data cited herein were collected from the comScore Media Metrix Internet user panel, wherein each participant’s Internet behavior is passively and electronically monitored via comScore’s measurement technology. Data regarding Internet access via cell phone or PDA are collected from the same panel members via survey. Reported usage of a PDA or cell phone to access the Internet by visitors of certain sites does not necessarily indicate access to those specific sites via cell phone or PDA. The age of all survey participants was age 18 or over.
About comScore Media Metrix
comScore Media Metrix, a division of comScore Networks, provides industry-leading Internet audience measurement services that report - with unmatched accuracy - details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings – long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers – while drawing upon comScore’s advanced technologies to address important new industry requirements. All comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
About comScore Networks
comScore Networks provides unparalleled insight into online consumers. This capability is based on a representative cross-section of more than 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and other transaction behavior, including offline purchasing. Through its patent-pending technology, comScore measures what matters across the entire spectrum of surfing and buying behavior. This deep knowledge of customers and competitors helps clients design more powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as Microsoft, Kraft, The New York Times Company, Best Buy, Verizon, Nestlé, Wells Fargo & Company, GlaxoSmithKline, and Orbitz. For more information, please visit www.comscore.com.
Contact:
Graham Mudd
comScore Networks
(312) 775-6539
press@comscore.com
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