Survey Shows Americans Would Rather Give Up TVs, Smartphones And Tablets Than Their Computers
May 29, 2013 at 7:43 AM (PT)
A new CCM+E survey upends some commonly held misconceptions about the use and ownership of electronic devices, including the fact that respondents would rather keep their computer and give up their TV, smartphone and tablet if they could only use one device for a year.
Western states love their smartphones: In what will likely come as a surprise to the fast-paced, connected population on the East Coast, respondents from Western states were more likely to have a smartphone (56%) than those in the Northeast (46%) and the Midwest (42%).
Women have more electronics: When it comes to smartphones and tablets, women are actually more likely than men to own these gadgets -- 52% of women have smartphones vs. 43% of men; and 31% of women have a tablet or e-reader compared to 25% of men.
Multitasking: Media multitasking is now mainstream across all media channels. 65% of respondents have been online while watching TV at the same time; 59% have been online while listening to music; and even 25% of respondents watch TV and listen to music at the same time.
Consumers want their gadgets close by -- day and night: Only one in ten consumers (11%) think it is "no big deal" if they accidentally leave their smartphone at home for the day. A large majority (78%) keep their smartphones in the bedroom at night, with 60% keeping their phones within arm’s reach on the nightstand.
Does constant connection come with a price? Though almost 70% of smartphone owners feel "connected" most or all of the time, they are split on the benefits, with 51% saying they "love it" and 49% saying it "has its pluses and minuses."
Music is the ultimate "mood-enhancer:" Two out of three consumers choose to turn on music (59%) rather than TV (39%) when they are looking to change their mood.
"Consumers continue to change rapidly and surprise us. Preconceptions about men and women, young and old, are always tested," said CCM+E EVP/Insights & Analytics RADHA SUBRAMANYAM. "This research helps sketch out a picture of how Americans spend their time -- and what their priorities are."
Other findings include:
* More than 70% of those who stream live radio on their smartphones have streamed a live radio station from a different locale than where they live.
* Smartphones are a constant "accessory" and almost half of consumers (45%) use their smartphone cover or case to reflect their tastes or personality.
* Regarding other accessories, when using headphones, two in every three listeners still prefer earbuds to the over-the-ear headsets.
The online survey was conducted by VISION CRITICAL, MAY 17th-18th, 2013 among 1,008 Americans ages 18 and over. Email invitations were sent to a nationally representative sample selected from VISION CRITICAL’s U.S. market panel, SPRINGBOARD AMERICA. The survey was fielded in association with CLEAR CHANNEL MEDIA + ENTERTAINMENT.