Published on: 14.05.13

EoA-Study 2012 Online to go vs. Online at home

EoA-Studie 2012 Online to go vs. Online at home (deutsche Version des Artikels)

How change the online-behavior of young people when they use the internet through smartphones, tablets and laptops? The new study "online to go vs. online at home - the mobile internet usage of the young target group" followed this question and and came to the conclusion that it is actually the same and yet very different.

The study examined for the first time the use of the different internet accesses of young people and found similarities but especially differences between mobile and stationary access. The study conducted by Elements of Art and iconkids & youth study describes in detail the specific characteristics and functions of different online channels and the development of the smartphone to the universal medium of youth.

Based on data from over 900 representative interviews with eleven to 19 year olds and eight group discussions one main outcome remains: all three online mediums manage (still) almost exactly the same basic functions (communication, entertainment, information). However, smartphone (internet fast food) and computer (internet slow food) do this in completely different ways. Accordingly, the channels do not substitute eachother but complement themselves. Even identical users of the twi mediums expect that the content of a website for a smartphone has to be modified, a simple copy of the website for stationary computers is not enough. But the mobile internet is still in its infancy - there have been little original mobile usage patterns established. In the future it will be a tripple usage of smartphone, laptops and stationary computer.

The report "online to go vs. online at home - the mobile internet usage of the young target group" in German to this study can be purchased for 148,- Euro on the website of Elements of Art.

Further information
Source: Elements of Art - junge Kommunikation

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