SUNNYVALE, Calif. -- In an always-on, connected world with a surplus of new devices fit for every function, location and context it's no surprise that mobile phones are helping people multi-task and even duck out of awkward situations. A recent Yahoo! Mobile/Razorfish study reveals interesting gender differences in usage and ranks the smartphone as the highest rated device in the home with 75% of votes.
The more than 2,000 U.S. respondents that participated in the study were asked questions on their multi-tasking habits and device preferences, bringing to light some interesting trends and valuable insights.
- Mobile phone scapegoat: The study found 52% of consumers use their mobile device to escape awkward situations. Women are more likely to use their phone as an excuse than men.
- No need to stop & ask for directions: Overall men (59%) are using their web-enabled mobile devices most frequently for navigational purposes.
- Are you ready for some football?: Men were almost twice as likely to say that checking their mobile for sports news causes arguments with their significant other (29%) compared to women (17%).
- Smartphone is the new fact checker: 58% of men are ‘fact checking' on their mobile web browser while at a live sporting event, with nearly half (47%) checking out scores of other games and players.
- Did you see that?: An overwhelming 90% said that multi-tasking on their smartphone (while watching live TV & commercials) was to communicate with others (via text or phone).
- Laptop vs. tablet: Over three quarters (77%) of content searched for on laptop/desktop devices while watching TV is NOT related to the show they are watching. However, over half (57%) of people multi-tasking on tablets are searching for related content.
- The more inquisitive female: Young women are the prime demographic to surf the Internet related to what they're watching (65% of women under the age of 35, compared to 47% of men of the same age).
- The gender divide: Men are more likely to use their mobile device as a functional, all- in-one tool; whereas women are more likely to use it as an extension of the traditional phone, to update and connect with friends across their social networks on the go.
- Mobile shopping is a man's world: Online purchases on smartphones are more popular with men (70% under 35 years) than with women (64% under 35 years).
According to Yahoo! Shopping the top searched mobile phones are:
1. iPhone 4s
2. Samsung Galaxy s2
3. Samsung Galaxy Nexus
4. Motorola Razr
5. Nokia n9
