Media Audit Survey On Mobile Internet Users

[Mike Temkin]

Mobile internet usage has soared 32% in a single year, with more than 60 million U.S. potential job seekers across The Media Audit's 80 measured markets accessing the Internet via a Smartphone or mobile device. 

According to the new Media Audit Survey On Mobile Internet Users, 40.7% of Americans (all ages) now access the Internet via a mobile device in a typical week. The figure is up from 31.6% a year ago.

The findings provide a clear indication of the growing role that mobile will have in the ability for employers to connect with potential candidates.

With mobile internet having a 40% penetration in the U.S. (all ages), the number is significantly higher with younger and more affluent job seekers. Among those who are described as "Young with Money", 78.1% are mobile internet users.  The Media Audit defines this segment as adults between the age of 18 and 34, with a household income above $100,000. Slightly more than half have no children living at home, suggesting the likelihood that many of these young and affluent candidates would be more open to relocation.

According to the study, these job seekers accessing the Internet via a mobile device are 32% more likely to earn more than $75,000 in annual household income, and 60% more likely than the general population to earn more than $150,000 in household income.

If the appeal of mobile marketing is the one-to-one, personalized communications, recruiters will also find it appealing that mobile internet users are more likely to influence others and engage in social media.  Thus, there is potential for reaching candidates if not interested in a job opening for themselves will be able to easily refer the job to others over their mobile device.  

According to the study, mobile internet users are 24% more likely to have a college degree. Furthermore, mobile internet users are 43% more likely to be Facebook users and 84% more likely to use Twitter.

Findings from this study are based upon interviews with more than 25,000 respondents in 80 U.S. cities who accessed the Internet via mobile device or Smartphone within the past week.