Mobile Internet Usage in Europe and the US

We present results from surveys of mobile Internet habits in seven markets

 

The latest edition of this report analyses survey data from interviews conducted with over 7,000 phone owners in seven key markets (France, Germany, Italy, the Netherlands, Spain, the UK and the US). The findings are presented in more than 330 easy-to-read charts, accompanied by comprehensive insights from our experienced team of analysts.

The latest edition of our report highlights dramatic changes in how consumers use their mobile phones. Key findings include:

• Facebook's messaging, chat and photos are some of the most popular mobile services across Europe
• Music, games and Web browsing are the most popular pastimes on mobiles
• The most attractive target market is 25-to-34 year olds, but advertisers shouldn't ignore the over-35s

Facebook is fast becoming the platform of choice for mobile phone users in Europe. Our survey shows strong growth for Facebook in all markets, with local social networks coming under pressure. In Spain, Facebook has twice as many mobile users as Tuenti, and in Germany it has three times the number of mobile users compared with local sites. The strongest local player in Western Europe remains Hyves in the Netherlands, but we predict it will also come under pressure.

Coverage areas include:

• Mobile Internet usage patterns
• Differences in mobile Internet habits by age and gender
• Trends by network operator (including operators in all seven countries)
• Analysis by phone manufacturer brand (Apple, HTC, LG, Motorola, Nokia, RIM, Samsung, Sony Ericsson and others)
• Opportunities for new services
• Analysis and metrics on the following:
  • Mobile browsing
  • Applications
  • Mobile usage of social networks
  • Mobile music
  • Mobile video
  • Mobile games
  • Mobile instant messaging and e-mail

The report provides answers to the following questions and more:

• Which types of service and content are most attractive to mobile users?
• What percentage of people are happy to pay for mobile services?
• Which services are most suitable for an ad-funded business model?
• What proportion of users regularly access Facebook or Twitter on their phone?
• Which social networks (other than Facebook) are popular with mobile users?
• Which handset brands are most popular with women?
• Which brand of handset is most popular for games, music and browsing?
• What are the main reasons for not using the mobile Internet, and what can operators do about this?

Copies of the report in electronic and bound formats are accompanied by a half-day workshop offering detailed analysis of the results and a PowerPoint presentation tailored to your type of organisation (for example, mobile device manufacturer, media company or network operator).

To download an abridged version of the report in PDF format, please click here.

For more information, please contact us.

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