More than seven in 10 US tablet owners ages 18 to 34, and more than eight in 10 tablet owners ages 35 to 44, looked up product information on their devices after seeing something interesting about it on TV. The behavior was significantly less common among older tablet owners (and, in addition, older consumers are already less likely to own tablets), but still, more than half of those 45 and older did the same.

1. 2012 Online User Behavior and
Engagement Study
The Search Agency

2. Mobile Device Use
Question: Which of the following types of mobile devices, if any, do
you own and use?
• More single/never married people own a smartphone than married
respondents BUT more married people own tablets than
single/never married people
100%
80%
60% Single/Never
49%
43% 45% Married
40% 36% Married
20%
0%
Own Smartphone Own Tablet
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3. Tablet Use
Question: When I see a product I am interested in on TV, I use my
tablet to get more information?
• 69% of tablet owners agree (and 78% will also turn to their computer)
Men vs. Women & Single vs. Married Individuals
100%
100%
82% 81%
80% 74% 76%
68% 80%
63% 61%
60% 63%
50% Men 60%
45% Single/Never
40% Women Married
40%
20%
20%
0%
Ages 18- Ages 35- Ages 45- Ages 55+ 0%
34 44 54 All Ages
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4. Tablet Use
Question: When I see a product I am interested in on TV, I use my
tablet to get more information
• 69% of tablet owners agree (and 78% will also turn to their
computers)
Difference in Tablet Use by Age
100%
81%
80% 71%
60% 54% 56%
40%
20%
0%
18-34 35-44 45-54 55+
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5. Mobile, Computer, Tablet Preference
Question: Preference for mobile, computer, tablet: Who is more
apt to use “two screens” (smartphone, tablet)?
• While more people in the 18-34 age range own tablets, more people
in the 35-44 range use their tablets as a “second screen”
• Similarly, more people in the 45-54 age range own tablets than
those 55+, but the 55+ age group uses tablets as a “second screen”
more frequently
• Overall: Majority of people (59%) are turning to their smartphones
when they have a computer at arms length, even more so among
younger demographics (74% of those 18-34)
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6. Purchasing Habits
Question: I am more likely to purchase something online during
the day than during the night.
• 51% of total respondents agree, with Millenials packing more
day-purchasing power
• Young people buy during the 100%
day, while older people buy at
night 80%
Ages 18-
• Millenials also are browsing 60% 53% 34
more during the day, while 48% Ages 35-
39% 42% 44
baby boomers are more likely 40%
Ages 45-
to browse at night 54
20% Ages
55+
• Not surprisingly, people are
using their smartphones more 0%
during the day than the night
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7. Social Networks
Question: I am more likely to browse social networks during the
day than at night.
• While Millenials lead the pack for daytime social networking, they’re not
alone:
100%
80% Ages 18-
34
60% 52% Ages 35-
48% 44
39% 42%
40% Ages 45-
55
20% Ages 55+
0%
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8. Contact Us
For more information about The Search Agency or the 2012 Online Use Behavior
and Engagement Study, visit www.thesearchagency.com
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9. 2012 Online User Behavior and
Engagement Study
The Search Agency