How smartphones and tablets are shiftingmedia consumption

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Author(s) : Linda Abraham, CMO comScoreRené Schuster, CEO Telefónica Germany

 Tablets and Smartphones

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CONNECTED EUROPE

How smartphones and tablets are shifting media consumption

As presented in this report, today’s digital environment is evolving in Europe, helped by the rise of devices people use to consume content at home, at work and means of transport. Not too long ago, European consumers depended only on their desktop computer or laptop to connect to the internet at work and at home. Today, a growing number of consumers are greatly helped to access a variety of digital content across a multitude of devices like tablets and smartphones.

Keywords :

  • The Rise of smartphones and tablets (42% smartphone penetration in UE5 and 39% in USA)
  • Key Players in the fragmented mobile ecosystem (Google’s Android, Apple IOS, Nokia’s  Symbian)
  • Mobile Media is booming (75% of smartphone users in the EU5 used mobile media in October 2011, an increase of 62% in the past year.)
  • Mobile commerce increase (Mobile retail is one of the fastest growing phenomena amongst smartphone users)

ANDROID GOES MAINSTREAM

In ending October 2011, Android had a better increase of users compared with its rivals, in fact the increase is 330.2% for Android system against  54.3% for IOS system (Apple)

TABLETS NOT JUST FOR MOBILE USERS

In the EU5 region, 6.6% of mobile phone owners also owned a tablet in October 2011.Spain is leading the charge in tablet adoption followed by Italy, France, United Kingdom while Germany is last.

APPLE ECOSYSTEM TAKES TOP SPOT FOR TOTAL DEVICES IN USE

Symbian and Android lead the smartphone market, but Apple takes the top position when combining smartphones, tablets and other devices with a 30% share of devices in use followed by Android with 27% and Symbian 26%.
In the Tablet market Apple with IPAD leading the market followed by Android and Microsoft (Windows system for tablet).

MOBILE LEADS BUT TABLETS GAINING STEAM

In this analysis the UK led with the highest share of connected device traffic coming from non-computer sources (Mobile, Tablet, other) at 7.7%, the majority of this non-computer traffic is from mobile phones (5.1%) and tablets (2.0 %) in the UK.
EU5 region computer usage accounted for 95.1% of all browser based page views,with mobile devices (3.2%) majority of the 4.9% of non-computer traffic, 1.4% of digital traffic for tablets, and 0.3% to other connected devices such as games consoles.
France and Italy had the lowest share of traffic coming from non-computer devices, with 2.4% of non-computer traffic with mobile and tablet devices.

TABLET USAGE SPIKES AT NIGHT

On this diagram you can observed that during a day, smartphone and tablet usage experienced the highest relative percentage of its activity in the late evening between 9-11pm.  We can see than mobile and tablet consumption were quite similar with mobile traffic showing peaks during travel hours (around 7am and 6pm). Computer-based traffic had its highest relative consumption during working hours.

DEMOGRAPHIC PROFILE

In the EU5 region, men were 25% more likely than the average mobile owner to access mobile retail sites, we can see that mobile users between 18-24 years of age were twice more on mobile retail site as the average mobile consumer, whilethose age 25-34 were nearly 75%.

SMARTPHONES OPEN UP A WHOLE NEW WORLD FOR CONSUMERS

In this analysis we can see what services are accessed by Smartphone Users in EU5 region, people accessed  bank account from their device (20.3%), folowed by online retail with 13.9%, then electronic payment services to purchasegoods (12.1%).

Conclusion :

Thanks to this this document, we can see that Smartphones and Tablets are gaining on computers more and more, and that Mobile Media is booming since the last few years . The EU5 market is fragmented across three ecosystems IOS by Apple, Android by Google and the new partnership of Microsoft/Nokia.
We can also said that consumers will continue to expect mobile commerce as a fact of life and will only accelerate their usage of mobile devices to conduct commerce transactions, that’s why e-commerce is  a growth sector and i think is going to be with us for a long time thanks to new devices like tablets and smartphones.
 
Bibliography:
 
CONNECTED EUROPE – How smartphones and tablets are shifting media consumption
Linda Abraham, CMO comScore René Schuster, CEO Telefónica Germany

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