Experian Simmons

Research data samples of online American adults from the latest Simmons New Media Study are below:

- What is the fastest growing new medium? Fifty-four (54%) of online adults visited a social networking site in the last 30 days, an increase of 270% from the Fall 2007 New Media Study making it the fastest growing new medium.

- What are the top five reasons why Americans visit social networking sites? Eighty-three percent (83%) of online Americans visit social networking sites to keep in touch with their friends, 80% log on for fun, 66% reconnect with/find people they’ve lost touch with, 61% use social networks to keep in touch with their family, and 42% express themselves and their views via social networking sites.

- For Americans with more than one cellular/mobile phone, what is the primary purpose of their cell phone? Thirteen percent of cellular/mobile phone users personally use two or more phones; and among these consumers, 89% have at least one phone devoted for primarily personal use only.

- What activities do Americans do during a typical day, and how much time do they spend on each activity? The five activities that take up the most time besides sleeping (6.1 hours) are working (6.6 hours), watching TV (3 hours), Internet on home computer (2.4 hours), Listening to the radio (1.7 hours), and reading books (1.5 hours). Additionally, there aren’t enough hours in the day for online Americans to complete all of their activities; in fact, they would need at least 38 hours to fit everything in. But since there are only 24 hours in a day, they fit everything in by multi-tasking. 

- Which activity are Americans most likely to multi-task on? Nine in 10 online adults watched television in the last 24 hours; and 72% of them multi-tasked by using at least one of 12 other measured media.  The three other activities they perform while watching television are surfing the web (not emailing) (27%), using their cellular phone (26%), and emailing (23%).

If you would like more information about the Simmons New Media Study, please contact your Account Manager or email SimmonsMarketing@experian.com.