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Mobile Internet Usage in Europe, 2009
This report analyses survey data from interviews conducted in December 2009 with over 5,000 European mobile phone owners across five key markets (France, Germany, Italy, Spain and the UK). The findings are presented in more than 250 easy-to-read charts, accompanied by comprehensive insights from our experienced team of analysts.
Key coverage areas include:
- Mobile Internet usage patterns (operator portals, content and social networking)
- Differences in mobile Internet habits by age and gender
- Trends by network operator (including operators in all five countries)
- Analysis by phone manufacturer brand (Apple, LG, Motorola, Nokia, 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
- E-publications
The report provides answers to the following questions and more:
- Which types of service and content are most attractive to mobile users?
- What is the balance of usage between operator portals and the wider Internet?
- What percentage of people are happy to pay for mobile apps, music, video and games?
- What proportion of users regularly access Facebook or Twitter on their phone?
- Which country is showing the most interest in e-publications (books, magazines, newspapers) on mobile devices?
- What do people expect to pay for e-publications?
- Will there be significant substitution between mobile phones and e-readers?
- 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?
Example Findings
The report finds a strong link between people using mobile Internet services and their devices and tariffs. Most mobile Internet users have Nokia and Samsung phones, reflecting these brands' market share. But smartphones clearly give people a better experience on the Internet and we see much higher levels of engagement on Apple, RIM and HTC devices than on other makes of phone (see Figure 1).
Figure 1. Percentage of Owners Engaged in Mobile Internet Activities by Brand
Figure 2 shows respondents' readership of e-publications across the five countries surveyed. The report analyses current and potential buying habits for e-books, e-newspapers and e-magazines
Figure 2. Respondents' Readership of Mobile E-Publications
As the price of smartphones falls in 2010 we expect mobile Internet usage to become a truly mass-market service, limited mostly by the availability of suitable tariffs. Operators need to address prepaid data plans, and work out what position they can hold in mobile Internet services if they are to be more than simple "bit pipe" providers.
The cost of this report is £14,980. This includes copies of the report in electronic and bound formats, and a half-day workshop offering detailed analysis of the results and a PowerPoint presentation tailored to your area of focus (for example, mobile device manufacturer, media company or network operator).
For a PDF summary of the report, please click here.
For information please call CCS Insight on +44 (0)8450 574223 or use the contact form on this page.