American automotive consumers aged 18-64 who use social networks say they spend an average of 3.2 hours per day doing so, according to new research released by Ipsos Open Thinking Exchange (OTX).
Factoring in survey respondents who don’t use social networks, the survey finds that the average online American Car Buyer spends 2 hours a day social networking from a computer, tablet and/or mobile phone. Unsurprisingly, American Car Buyers who are social networkers aged 18-34 self-report spending more time than their older counterparts, and women outpace men in consumption, also.
Specifically, among American automotive consumers who are social network users:
- 18-34-year-olds report spending 3.8 hours a day
- 35-49-year-olds report spending 3 hours per day
- 50-64-year-olds report spending 2.4 hours per day
In terms of the gender difference, female social networkers spend almost 40% more time daily with social media sites than men (3.6 hours vs. 2.6 hours), a finding consistent with earlier research from MyLife and from Burst Media showing women to be more active than men on social media.
Some other interesting demographic gaps emerge from the Ipsos research. Those include:
- Social networkers with low household income spending more time than those with high household income (3.7 hours vs. 3.1 hours)
- Those with low education levels spending more time than those with high education levels (3.5 vs. 3)
- Business owners spending almost 50% more time than those who don’t a business (4.4 vs. 3)
- Senior executives and decision-makers spending 40% more time than those not in that position (4.2 vs. 3)
- Unemployed social networkers spending 3.5 hours a day on social media, versus 3 hours for the employed.
The study breaks down actual hourly estimates per day, with some striking results. For example, roughly 1 in 5 users aged 18-34 claim to spend 6 hours or more per day social networking.