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91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users.

Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users (62% versus 39%).

Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause (67% versus 47%).

According to a new survey announced today by Ruder Finn, one of the world’s largest, independent public relations agencies, Americans are spending an average of 2.7 hours on the mobile Internet – connecting socially, managing their personal finances, and even as a means for advocacy. Ruder Finn’s first-ever Mobile Intent Index studies mobile phone user habits and explores the underlying reasons – or intent – people have for accessing the mobile Internet: http://intentindex.com/mobile.

According to the Mobile Intent Index, mobile phone users do not access the mobile Internet for educational purposes or for creative expression, as the transitory nature of mobile intent goes against spending time to engage in discussions about personal issues. As expected, usage by gender and age differ – with men accessing the mobile Internet ‘to escape,’ and women making others laugh.
“Mobile phones have become the way people organize their lives—managing finances, connecting with friends, purchasing products—and this trend will only accelerate,” said Kathy Bloomgarden, Ruder Finn co-CEO. “The mobile phone is becoming the most powerful online device, and the faster businesses can adapt their services to harness consumer mobile intent, the more rapidly they can capitalize on understanding their customers to drive growth.”
The Mobile Intent Index asked respondents how frequently they use their mobile phones to go online for 295 reasons. The results show that immediacy is the primary factor driving behavior.
“Mobile phone use goes beyond instant gratification,” said Marty McGough, director, Ruder Finn Insights. “Our survey data shows that people use their mobile phones out of necessity for instant access to the Web whether it’s to conduct business with the most recent information or advocate on the spot on issues of pressing concern and breaking news.”
Additionally, the data underscores the rise of phone applications. Three in five (61%) respondents download applications at least once per month while 36 percent of users download applications from social networking sites at least once per month.