Smartphone usage and mobile attitudes 2011 - Pdf version

Smartphone usage and
mobile attitudes in Europe

November 2011

1. Penetration – Smartphone, Internet & mobile

Credits: Amodiovalerio Verde

The penetration of smartphone is on average about 26% (going from 18% to 34%)
With an average Internet penetration of 74%, three out of four people use the Internet; Italy is the only country below 60%
Mobile subscriptions, with an average of 1,22 per person, show that it is not uncommon to have a contract with multiple mobile operator

1. Penetration – Smartphone


Use of smartphones is particularly high in the age class 18 to 29, and considerably lower in the 50+ class
In the age class 30 to 49 the usage is still far above the average

1. Penetration – Smartphone


In all selected European countries, smartphone adoption is higher in male than in female
In UK and Norway the gap between genders, about smartphone adoption, is lower

2. Behavior – Internet usage


Over 60% of smartphone owners connect to the Internet via smartphone at least once a day
Desktop computers are still the most used media to connect to the Internet, with over 90% of smartphone owners who use it to connect at least
once a day

2. Behavior – Internet usage


Smartphone owners have frequent but short online sessions via smartphone, and few but long sessions via desktop

2. Behavior – Mobile use cases


Smartphones are mainly used to browse Internet, take photo/video, email and general search while are less used to job search, house search
and coupons for shopping
The mobile use cases can vary significantly depending on the considered country



Use of the smartphone does not vary much by gender, although some activities such as social networking are more used by women

2. Behavior – Location of smartphone usage


Smartphones are mainly used at home, on the go and at work
Use of smartphone in stores and airports varies widely from country to country
In school, on average, more than one student out of four uses the smartphone

2. Behavior – Location of smartphone usage


2. Behavior – Statements


Smartphones are considered a good way to pass time while waiting for something and to connect to the Internet and to get information in the
absence of an alternative connection
The perception of the Internet as a kind of accessory for the mobile device, varies widely by country
Smartphones are also a quick and easy way to get immediate answers to questions

2. Behavior – Statements


Smartphones are a way to stay in touch on the go,
In some countries people think that smartphones are pretty discreet and good to be used to browse the Internet without being seen
Few people use the smartphone because it has lower costs than an alternative Internet connection and very few people do not have an
alternative connection at home and use exclusively the smartphone to connect to Internet

3. Activities – Apps


The number of installed apps varies from country to country and is between 14 and 34
In Austria, Germany, Spain and Switzerland at least half of the apps installed were purchased
The number of apps used at least once every 30 days is less than half the number of installed apps

3. Activities – Parallel media usage


The most common parallel activity is listening to music, followed by watching tv/movies and using Internet on another device
Other activities such as reading or playing video games, seem to be less suitable for a parallel usage



Over 70% of smartphone owners does something else while using smartphone
This percentage grows up to 88% in age class 18-29 showing how younger people are more multitasking
People in age class 50+ are less likely to do something else while using smartphone showing less multitasking capabilities



The kind of parallel media activities varies with age class
Listening to music and watching tv or movies are activities done frequently by younger people and decrease quickly with age
Using Internet on another device and reading something while using the smartphone is more common in all age classes

3. Activities – Search, social, video and email usage


For common activities such as search engine usage, social networking, email and video platform, desktop computer are still used more than
smartphone but with small differences
This is true especially in activities like social networking where the gap is really low and engagement on smartphone is higher than on desktop

3. Activities – Search, social, video and email usage


Owners of smartphones will stay mainly on the first page of search results when using their smartphone to search for information
On a desktop, instead, they browse more than five pages of results

3. Activities – Local search


Use of smartphone for local search also varies with country; Italy and Spain are the first countries for this kind of usage

3. Activities – Local search


Although it varies from country to country, the most frequent activities performed after a local search are: visit the website, locate the venue on a
map or visit the business itself

3. Activities – Statements


More than half of smartphone owners do not leave home without it
Often after having found the information with the smartphone, the search goes on desktop computer

3. Activities – Statements


The smartphone is not a full substitute for other media and very few people would replace the TV or PC with it

4. Commerce – Mobile Commerce


Over 20% of the smartphone owners, except in France and Netherlands, has ever purchased something via smartphone
In Italy and Spain, the frequency of mobile purchases is much higher than other countries and over 25% of the smartphone owners who purchase via
Internet on their smartphone do it with a medium or high frequency



Most people still prefer to use a PC or laptop to buy online
The most frequent barrier to purchase is about security and in some countries like UK, France and Spain over 25% of the smartphone owners do
not purchase because they don’t feel secure
Another barrier is the complexity of the purchase via the Internet



The payment method used varies greatly from country to country
Credit card/debt card is one of the widely used method although in some countries, like Germany and Italy, PayPal is the preferred one
Invoice is also wide used while prepaid cards are mainly used in Italy
NFC is not yet widely used

4. Commerce – Research & Purchase


4. Commerce – Statements


Information gathered with smartphone are important to inform about products and help comparing prices
In some countries like UK, Spain, Italy and Czech Republic more than one person out of five is influenced by these informations in his purchasing
decision

5. Advertising – Awareness


Mobile ads awareness is high in quite all countries where people notice them most of the time over 25%, except for Norway, Denmark, Spain and UK
At least 2 out of 4 notice advertising sometimes
Less than 1 out of 4 never notice an ads

5. Advertising – Ad location


Ads are most noticed in search engines and in apps
After noticing an ads more than 30% of the people, on average, do something

5. Advertising – Ad location


5. Advertising – Actions


5. Advertising – Statements


Most people will not be annoyed by ads received as rewards or for freebies
Less than 15%, have used a mobile coupon to purchase a product in-store

6. About
Source:
All data comes from a study by Google, Ipsos and the MMA
Data was taken during March and July 2011 and published by Google on October 2011
More information on: http://www.ourmobileplanet.com/omp/omp_about

Compiled on:
11-11-2011

Compiled by:
Amodiovalerio Verde

e-mail: amodiovalerio.verde@gmail.com
LinkedIn: http://www.linkedin.com/in/amodiovalerioverde
about.me: http://about.me/amodiovalerio.verde

Licence:
CC-BY-NC

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finding new solutions within my consulting activities about innovations and technology
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picturing new paths.
This is just something about me but not all, feel free to contact me for any question or proposal or just to
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