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

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• 58%, 71%, 76% of respondents in Germany, Austria and Switzerland respectively, connected to the Internet through a mobile device. • 50% of participants in Germany connected to the Internet through a smartphone as compared with 62% and 67% of the survey respondents in Austria and Switzerland, respectively. • There is growing use of netbooks and tablets for mobile Internet: 28% in Germany and around 35% in Austria and Switzerland did so through a netbook; tablets are more popular in Switzerland (26%) for mobile Internet use than in Germany and Austria (17% and 16%). • 59% of men in Germany compared to 58% of women used mobile Internet; in Austria it was 76% of men vs. 66% of women; Switzerland (80% vs. 72%). • 48% used mobile Internet for personal matters compared with 15% for work-related matters; Austria (59% vs. 22%); Switzerland (64% vs. 26%). • 38% of those above 50 among the respondents in Germany use mobile Internet vs. 84% of those in the age group 14 to 29. (Austria: 53% vs. 88%; Switzerland: 55% vs. 91%). • 58% of respondents in Germany (Austria: 59%, Switzerland: 55%) accessed online communities such as Facebook. • 50% of respondents in Germany (Austria: 50%, Switzerland: 38%) conducted a banking transaction using their mobile device. • 67% respondents in Germany and Austria (Switzerland: 78%) downloaded programs or apps on their mobile device. • 47% of respondents in Germany downloaded or viewed short videos (less than five minutes); (Austria: 57%, Switzerland: 55%). • 74% of respondents have concerns over data security (Austria: 66%, Switzerland: 68%). • 72% are interested in cloud consumer services (Austria: 71%, Switzerland: 65%). • 86% are interested in premium technical services (Austria: 88%, Switzerland: 80%). • 36% accessed the Internet through a TV and 25% through a gaming console (Austria: 35%, Switzerland: 43%). 4
Core Findings for Germany, Austria and Switzerland • Growing use of mobile Internet Mobile Internet usage is rising across countries. For example, in Germany alone, there are 30 million users of mobile Internet-a dramatic rise from 28 percent in the 2011 survey to 58 percent in 2012 survey. (Austria: 71 percent in 2012; Switzerland: 76 percent). • Narrowing gender gap Germany has bridged the gender gap use with 59 percent of men accessing mobile Internet compared with 58 percent of women, with 59 percent of men accessing mobile Internet as compared wirh 58 percent women. In the previous survey, only 17 percent of women accessed the Internet through mobile devices as against 37 percent of men. In Austria, the gender differences are wider at 76 percent vs. 66 percent. The gap is also narrowing in Switzerland (80 percent vs. 72 percent). • More personal than work-related use 48 percent of the respondents in Germany (Austria: 59 percent, Switzerland: 64 percent) accessing the Web on a smartphone did so for personal matters against 15 percent (Austria: 22 percent, Switzerland: 26 percent) for work-related matters. • Finally the world is always on 85 percent use their mobile device to access the Internet once a day or more. Of those accessing online communities, Twitter or mobile blogging, over 80 percent do so more than once a week. • Gen X showing growing appetite for mobile over Internet A little over 80 percent of those in 14-29 age bracket accessed the Internet on a mobile device, but at least 38 percent of those above the age of 50 were also involved in such activities in Germany; Austria (53 percent vs. 88 percent), Switzerland (55 percent vs. 91 percent). • There is an app for everything A majority of mobile Internet users in Germany (58 percent), Austria (59 percent) and Switzerland (55 percent) used their mobile device to access online communities such as Facebook. However, these numbers were below the total survey average of 62 percent. In the case of mobile banking, the usage in Germany (50 percent) was higher than the average of 46 percent of all respondents in the survey. Marginally fewer users in Germany and Austria (67 percent) downloaded programs or apps on their mobile device compared to 71 percent across all the surveyed countries. • Videos on mobile grabbing eyeballs 47 percent of the users in Germany, 57 percent in Austria and 55 percent in Switzerland downloaded or viewed short videos of less than five minutes as against the survey average of 57 percent. • Quality is king Quality of the network and coverage are the most important criteria in choosing a network provider for access to the Internet over a mobile device while cost of data is ranked the fourth-most important factor, behind connection speed. • Data security concerns impede mass adoption More mobile Internet users in Germany (74 percent) than in other countries (70 percent) are concerned about data security. The comparable data for Austria and Switzerland is 66 percent and 68 percent, respectively. Data costs are a concern for only 10 percent of the German users as compared to 23 percent of the global survey average. Even fewer users (5 percent) in Austria cite data costs as higher than expected. • Opportunity to monetize new services 86 percent of respondents in Germany, 88 percent in Austria and 80 percent in Switzerland are interested in premium technical services; 72 percent (Germany), 71 percent (Austria) and 65 percent (Switzerland) are interested in cloud services. Half the respondents in Germany, for example, are even willing to pay up to €10 for premium services. 5
Page 1 and 2: Mobile Web Watch 2012 Special Editi
Page 3: Executive Summary Mobile devices ar
Page 7 and 8: Internet through mobile devices poi
Page 9 and 10: The survey shows that the proportio
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Page 13 and 14: Mobile apps accelerating Internet u
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Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN

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