The target group ‘3-screen user’ has been defined among the respondents. These are the aflluent who increasingly use both a tablet and a smartphone, as well as a computer or laptop. Of the respondents, 27% actively use all three of these devices. The 3-screen user is active online for almost two hours per day during the week (excluding e-mail use). In the weekend this is more than one and a half hours. It is striking that the 3-screen user mainly uses a PC or laptop and europe cell phone number listsmartphone during the day and exchanges the PC or laptop for the tablet in the evening.
One in five is a ‘heavy social media user’
Social media has a strong position in the media landscape of the affluent, with Facebook being the largest player. Of all respondents, 49% indicated at the time of the survey that they had logged in to their Facebook page in the past 30 days. On average, they post ten times a month, are active on Facebook for 34 minutes a day and have 146 friends. More than a quarter
This affluent also includes a group of heavy social media users. This includes the affluent who is active on social networking sites for at least one hour per day. This group, 21% of the total audience, spends an average of more than two hours per day posting, sharing, following, clean email liking and endorsing. They use their PC or laptop and smartphone all day long, from early in the morning until late at night.
It is striking that of the countries
where the Deep Dive respondents are located, Great Britain is leading in the use of smartph change outlook mail signature ones and tablets. Of the British affluent, 80% have a smartphone and almost half (47%) have a tablet. In Germany, France and Italy, these figures are 57% and 31% respectively.