Some example insights include:
- Social Connectors, the segment of mobile phone users who use their phone to stay up to date with friends and social events, are the most likely to be accessing social networking apps and sites from their smartphone between 5 p.m. and 8 p.m. During this window of time, Social Connectors are approximately 10 percent more likely than the average smartphone owner to engage in this social activity. Mobile apps that are popular among Social Connectors include Foursquare (index 146), Amazon Kindle (index 126), Pinterest (index 125), Groupon (index 124) and Matching With Friends (index 122).
- Users of mobile IM/chat apps are 30 percent more likely than the average smartphone owner to say that they would be interested in receiving advertisements on their phone.
- During a given week, the average mobile user opens IM/chat apps a total of 20 times and spends 12 minutes and 42 seconds instant messaging or chatting.
- While watching television, 72 percent of mobile IM/chat users say they are often texting or chatting on their phone.