Are you a light PC Internet user or a heavy mobile internet user?

comScore, Inc. reported the outcomes of its first study of cross-media panel of PC and mobile Internet users in the U.S. conducted among a sample of individuals who were members of comScore's PC panel of online users and who were also participants in comScore's monthly mobile survey. The results show that light PC Internet users are 30 percent more likely to use their mobile phones to access Internet than heavy PC Internet users, 15.2 percent against 11.7 percent accordingly. 

42 million people have been observed to have used their mobile devices in October 2008 to access news and information content on the Internet (an increase of 57 percent from October 2007). comScore defined "heavy" PC Internet users to be those who viewed, on average, 6,701 pages in given month, and "light" users, on average, 1,104 pages in the month. Heavy users made 20 percent of PC Internet users in the cross- media panel. They accounted for 43 percent of overall page views. While 50 percent of the users were light users and accounted for 18 percent of page views. The rest were classified as medium users. Heavy mobile Internet users have been identified to visit the sites with regional / local content, entertainment, and sports information. Light mobile Internet users, on the other hand, visited education, conversational media, travel, business / finance, and retail sites more often.

Moreover, the research found out that larger content of mobile Internet users were males (58 percent) between 18 - 44 years old.

The study was conducted using a sample of individuals who were members of comScore's PC panel of online users and who were also participants in comScore's monthly mobile survey. The findings above represent digital media usage for the three-month average ending October 2008.