The FINANCIAL — Nearly one quarter (23%) of all US adults who own a mobile phone, e-reader, or tablet took part in a video call on one of those mobile devices in the last 30 days. These tech-owning consumers often have high incomes and high levels of education, according to the latest release of product insights from the GfK MRI Survey of the American Consumer.
The GfK MRI data covers any apps or websites that respondents might use for making or receiving a video call on a mobile phone (including a smartphone), tablet or e-reader.
Of the 43.1 million adults who made or received a mobile video call, the vast majority (85%) took part in the call with a mobile phone, compared with 23% who used a tablet or e-reader. Over half (54%) of these mobile video callers were female, and 59% were Millennials (ages 19 to 38), according to the Spring 2015 Survey release.
Approximately 53% of mobile video callers have a child under the age of 18 in their households, and 37% live in homes earning $100,000 or more annually. Respondents in households earning $250,000 or more are 59% more likely to be video callers.
Those who have taken part in mobile video calls are 30% more likely than the adult US population overall to have a bachelor’s degree and 34% more likely to have a post-graduate degree. About one-third (30%) of all students ages 18 and over have made/received video calls on mobile phones or tablets/e-readers in the last 30 days, making them 57% more likely to have done so than the adult US population overall.
The Spring 2015 Survey of the American Consumer data release also provides insights into purchase and usage of a range of personal technology products and services, including:
Wearable technology, including fitness trackers and smart watches and eyeglasses
Internet video devices for TV, with first-time data about users of Amazon Fire TV and Android TV
Viewing of online video services, among them Amazon Prime, Google Play, Hulu Plus and Netflix
Consumption of coconut water in relation to other beverages
GfK’s unmatched consumer database is derived from continuous interviews with approximately 25,000 US adults each year. As part of the Survey, respondents record their consumption of some 6,500 products in nearly 600 categories and provide details about their lifestyles and attitudes.
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