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Parks Associates: 35% of U.S. Smartphone Owners Use Social Networking Apps for an Hour or More Every Day

Seventy Percent of Smartphone Users Watch Short Video Clips Daily

DALLAS, TX -- (Marketwired) -- 01/14/16 -- Parks Associates today announced research showing that more than 70% of U.S. smartphone users watch at least one short streaming video clip every day. Parks Associates' survey 360 View: Mobility & the App Economy shows consumers are embracing many new use cases as their smartphones become more intelligent and multifunctional. Voice calls and texting are still the dominant activities, but 80% of smartphone owners use social networking apps at least once a day and 35% spend an hour or more on this activity.

"Consumer appetite for mobile data is very strong, but currently most subscribers use less than half of their allotted data, while those with high data plans use even less," said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. "For mobile operators, pushing consumers to sign up for a bigger data plan will have its limits. More and more consumers will start to compare payment to data usage and discover that they are eating a small portion but paying the price of a family-sized meal."

According to Parks Associates, more than 20% of smartphone users spend more than 30 minutes each day watching short streaming video clips (such as YouTube clips or music videos). More than 40% of smartphone users watch long streaming videos at least once a day (such as movies or complete TV shows), and the majority of them spend more than 30 minutes per day on this activity.

Parks Associates analysts note that mobile operators will continue to explore new and novel strategies to attract mobile data subscribers. "AT&T is looking to leverage its acquisition of DIRECTV to build its mobile data business by re-introducing its offer of unlimited data as a reward to customers who sign up for the satellite TV service," Wang said.

Data sharing continues to play a big role in mobile app usage, Parks Associates says. Roughly one-half of U.S. smartphone owners with a limited data plan share data between multiple devices, and 87% of them share data among multiple smartphones.

360 View: Mobility & the App Economy tracks mobile consumer loyalty, subscriber expectations, and trends in mobile data consumption and Wi-Fi usage, as well as the impact of new mobile service programs on mobile consumer loyalty. The survey also identifies market shares for brands and operating systems and the impact of these on consumer behavior and attitudes.

To schedule an interview with Harry Wang or to request specific data, contact Holly Sprague at [email protected], 720.987.6614.

About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit: Engaging Consumers, and Smart Energy Summit: Engaging the Consumer. http://www.parksassociates.com

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Holly Sprague
Parks Associates
720.987.6614
[email protected]

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