More than half of Australians over 14—almost 10 million—now have both a personal computer and a smartphone. But with two different internet-accessing devices available, which do they prefer to use for which activity?
New data from Roy Morgan Research shows that, among owners of these two internet-capable devices, the humble personal computer is still more commonly used for all internet activities—even those that rank among the most common uses for smartphones, such as getting directions, checking the weather and social networking.
The number one activity on both devices is email, with 68% of these double-device owners using their computer and 44% their smartphone in an average four weeks.
After that, they use the computer most for conducting banking transactions (50%) and checking bank account balances (49%), while the next most common activities on smartphones are general browsing (32%) and social networking (29%).
However even the most ‘mobile’ activities—such as social networking, getting directions, checking account balances and the weather—are still more commonly performed on computer. That is, most people who use their smartphones for any internet task still also use the computer for the same task.
66% of people who used their phones to look up maps or get directions and 60% of those who checked the weather also did the equivalent activity on their computer.
Social networking is still very much a personal computer-centred task: 86% of the people who did such activities on their phone also used the computer.
ting directions, checking account balances and the weathe This is a higher proportion than even checking bank balances: 74% of smartphone account-checkers also used the computer for the same task.
George Pesutto, General Manager – Media & Communications, Roy Morgan Research, says:
“We have found that among Australians with both a computer and a smartphone, even the tasks most associated with mobile internet use—from getting directions to checking the weather—are actually still actually more commonly performed on the old PC or laptop.
“More than two in five of this group use both devices for email, 30% for general browsing, and 25% for social networking.
“Businesses with an online presence—whether a traditional website, an m-site and/or an app—need to be aware of what customers want to do on each internet device, and which they want to do on both.
“For example, while a third of these doubly connected people use their computer for researching a product or service to buy in an average four weeks, only around 1 in 10 use their smartphone—and 80% of the smartphone users were also using the home computer, indicating that the phone is mainly considered a supplementary device for this activity, rather than a replacement.”
Source: Roy Morgan Single Source (Australia), April 2012 – March 2013, n = 8968 Base: Australians 14+ with both a personal computer and a smartphone
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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