SavvyQuest™: Cell Phone Email Usage
In partnership with The Mobile Marketing Association, Luth Research leveraged their online panel, SurveySavvy™, to conduct this SavvyQuest omnibus survey which ran from June 2 to June 5, 2009, with 1002 completes. Respondents were screened so that only those who own a cell phone and who use it to access their email participated in the study. They were asked the following questions regarding their cell phone usage:
- What % of your total emails do you open and read on your mobile phone, including either through the mobile phone email application or a web-based email program such as yahoo, hotmail, aol, etc.
- What % of your total emails do you open and read on your mobile phone through the mobile phone email application?
- What % of your total emails do you open and read on your mobile phone through a web-based email program such as yahoo, hotmail, aol etc.?
When asked about their email access, respondents indicated that they opened their email on average 43% of the time using their cell phone. More than half of the time (58%), respondents used a web-based email program such as yahoo or hotmail, while 40% of their email is opened using their mobile phone email application.
Respondents under 55 accessed their email via their mobile phone significantly more often than those 55 and older, with close to half of respondents under 35 doing this almost half of the time. Males opened their emails more often than females (45% v. 41% of the time for females), while minority populations used their mobile phones to access email more often than whites.
About SavvyQuest
SavvyQuest is an Omnibus survey service provided by Luth Research leveraging SurveySavvy™, the company’s high-quality multimillion-member online panel. With SavvyQuest, an online survey with a target total of 1,000 completes is fielded based on a weekly schedule, which can be tailored to on-demand schedules if needed. The 1,000 completes are balanced to reflect the U.S. Census demographic distributions on gender, age and ethnicity. The sample can be later weighted to reflect online population distributions if it is so desired. For more information, please contact Becky Wu, Vice President of Research, at bwu@luthresearch.com.