Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN

Growing use of mobile Internet for
e-mail, phone or video calls and
social media
Receiving and sending e-mails continues to be the most
pervasive use of the Internet on mobile devices in Germany
with 65 percent (Austria: 69 percent, Switzerland: 73
percent) using an e-mail program installed on their mobile
device, while 58 percent used the website of an e-mail
provider (Austria: 57 percent, Switzerland 59 percent). This
falls marginally lower than the average for all countries –70
percent and 62 percent, respectively.
Phone or video calls via the Internet ranks as another popular
activity among mobile device users in Germany (67 percent
of the users indicated this service as “quite and extremely
important”). However, a host of other activities such as
messaging through social media, blogging and tweeting,
and watching videos are also on the rise; 58 percent of
the respondents in Germany said they access social media
platforms and online communities through a mobile device,
and 50 percent use instant messaging apps. The data for
Austria and Switzerland are similar to that of Germany.
Germany ranks below the all-country average for these online
services with Mexico and South Africa as the top users of
these services, especially instant messaging (84 percent and
80 percent, respectively), and blogging and tweeting (40
percent and 39 percent, respectively). Following closely are
respondents in Brazil (73 percent) and Spain (70 percent).
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The frequency of these activities is also trending upwards in
all countries. The survey results for Germany show that of
those into mobile blogging or accessing online communities
or Twitter, over 80 percent did so more than once a week with
younger people more active than older people: 90 percent
of those aged 14-19 compared to 82 percent of those in the
above 50 age bracket. This trend of using mobile devices to
access social media and online communities provides the key
to understanding consumer behavior. Increasingly, mobile
phone manufacturers now focus on providing user-friendly
features or embedded platforms for such activities.