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