Which mobile device users proactively try to discover new content

At least half of mobile device users are interested in proactive content discovery, according to new research by Mobile Posse conducted by Phoenix Marketing International. The survey among 900 mobile phone users sought to uncover why and when exactly people unlock their devices to view content.

50.4% of respondents are interested in proactive content discovery, whilst an almost equal percentage of people (50.3%) use Facebook mostly for social communication with friends and family.

Consumers who tend to use their smartphones to read news or check out entertainment features are also 56% more likely to be interested in proactive content discovery. Conversely, those who do not use their mobile devices to read news are 73% less likely to explore content discovery proactively.

At the same time, mobile users who used Facebook mostly to check out news stories were also 68% more interested in content discovery than those who did not (67%).

Mobile Posse says that medium predictors of interest in proactive content discovery were consumers who used their devices to kill time. They were 27% more likely to be interested in content discovery, compared to 66% who did not.

Overall, those aged 55+ were found to be 20% less likely to be interested in proactive content discovery. Similarly, people who did not vote in the presidential election were 45% less likely to be interested. Meanwhile, those earning more than $100,000 were found to be 33% more likely to be interested in content discovery.