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

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Choice of operating systems and usability adding to demand The availability of different operating systems (OS) is also fuelling the growth of mobile Internet. When it comes to devices, 85 percent of all the survey participants said that the OS was the most important factor in selecting a smartphone or tablet. Which of the following is your preferred operating system? 50% 46% 34% 26% 27% 44% Android iOS (Apple) Microsoft Symbian (Nokia) Windows Source: Mobile Web Watch Survey, 2012 Base: Respondents using a smartphone or tablet who see operating system as 'somewhat/very important' (Germany n=613, Austria n= 342, Switzerland n=316) 20% Figure 2b. Operating system is crucial in smartphone and tablet selection. © 2012 Accenture. All rights reserved. 14 15% 15% The OS is a crucial factor as consumers want easy access to services they consider important such as communications, traffic and travel information, banking and access to social networks. The most preferred OS in Germany is Android (46 percent), followed by iOS (26 percent) and Microsoft Windows (20 percent). However, in Switzerland, the iOS is more popular than Android (44 percent versus 34 percent). 3% 4% 3% Germany Austria Switzerland 2% 2% 3% RIM (Blackberry) 2% 2% 1% Bada (Samsung)
Blurring device boundaries: Using the Internet via TV and gaming consoles in Germany Going beyond drawing the attention of communications, media and technology players toward the growing popularity and use of mobile Internet, the Mobile Web Watch Survey 2012 also presents interesting findings around multi-device usage. Ushering in a second stage of evolution with Internet content relocating to multiple devices and platforms, a remarkably high—92 percent of the respondents in Germany (Austria 95 percent, Switzerland 94 percent)—have used stationary devices such as personal computer, television (TV) or gaming console—to access the Web in the last 12 months. The survey reveals 36 percent of these respondents accessed the Internet through TV, a significant share considering that the uptake of “smart or connected TV” has been more pronounced only in the last couple of years. Around a quarter of the respondents have watched movies, TV shows or longer video clips (more than five minutes) over the Internet on TV. Another device class that has emerged as an entry platform for consumers’ Internet activities is the gaming console with 25 percent of respondents in Germany and Austria (Switzerland 26 percent) using these for accessing the Internet. Not surprisingly, the highest penetration of gaming consoles is in the younger age group (44 percent among those between 14 and 19 years) but those in the 30-39 age bracket (38 percent) are also using the Internet via consoles. With the boundaries of devices becoming increasingly blurred, these findings undoubtedly signal a new leap in convergence that calls for market players to shape their service offerings to maximize the “connected world” experience of consumers—both at home and on the go. 15
Page 1 and 2: Mobile Web Watch 2012 Special Editi
Page 3 and 4: Executive Summary Mobile devices ar
Page 5 and 6: Core Findings for Germany, Austria
Page 7 and 8: Internet through mobile devices poi
Page 9 and 10: The survey shows that the proportio
Page 11 and 12: Sending or receiving e-mails is sti
Page 13: Mobile apps accelerating Internet u
Page 17 and 18: Network quality is critical-consume
Page 19 and 20: How do you view these advertising m
Page 21 and 22: Mobile payments—a growth engine T
Page 23 and 24: Rising tablet usage The growing pop
Page 25 and 26: The fifth edition of the Accenture
Page 27 and 28: The Accenture Mobile Watch Survey,

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

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