News: Blog

Fluent Unveils US Devices and Demographics Report: Q4 2014 and Mobile Shopping Survey

Fluent released two reports today – US Devices and Demographics Report: Q4 2014 and Mobile Shopping Survey. Each explores the attributes of modern digital consumers, including how they’re using their mobile devices and participating in an increasingly fragmented online world.

Devices and Demographics is based on tens of millions American consumers who interacted with Fluent’s ad network in the last quarter of 2014. According to our findings, more than 60% of these interactions occurred on mobile operating systems, such as smartphones and tablets, as opposed to desktop computers. Of those mobile users, two-thirds are on Android devices – beating iOS by a rate of two to one across all age groups, except for those 65 and older.

Other key findings include:

  • 18-24 year olds have the highest rate of mobile use among all age groups: More than of 70% of consumers in this demographic were on smartphones or tablets. Not surprisingly, Americans 65 and older had the lowest rate of mobile usage, at just over 30%.
  • Women are more mobile friendly than men: Across all age groups, two out of three women interacted with Fluent’s ad network from their smartphones or tablets, while only about half of men were on mobile devices.
  • Retail narrowly beat out media/entertainment as the most responded-to B2C offer category: While interest in brand types varies tremendously for digital consumers, 22% interacted with retail brands, while 21% responded to media/entertainment offers.

Mobile Shopping Survey is based on Fluent’s study of more than 5,000 American adults to discover how they used their smartphones over the last 12 months, whether they’ve embraced mobile shopping, and how brands can improve their handheld shopping experiences. We found that more than half of respondents said they made purchases on their smartphones last year – 52.3% of Android users and roughly 60% of iPhone users.

Other key findings include:

  • Consumers are equally comfortable shopping through mobile apps and mobile websites: Both iPhone and Android users were divided down the middle when reporting whether they made the majority of their purchases on their smartphones through mobile apps or mobile websites.
  • More than two-thirds of respondents reported that mobile shopping is easy “most” or “all” of the time: Android (61%) and iPhone (64%) users agreed that mobile shopping is an easy experience overall.
  • iPhone users are almost twice as likely to make 7+ mobile purchases: While iPhone and Android users were split fairly evenly when it came to making 1-6 mobile purchases per year (39.8% of Android users and 38.2% of iPhone users), 18.6% of iPhone users made seven or more mobile purchases last year, compared to just 10.7% of those on Androids.
  • Increased security would promote even more mobile shopping: Roughly 30% of respondents across devices said that advanced security would encourage them to shop from their phones.

To download Fluent’s US Devices and Demographics Report: Q4 2014, click here.

To download Fluent’s Mobile Shopping Survey, click here.

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