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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Strong demand for <strong>Web</strong>-enabled<br />
mobile devices<br />
The plethora of <strong>Web</strong>-enabled mobile devices available<br />
clearly shows growing demand. While the average for all the<br />
countries was 46 percent (respondents claiming their intent<br />
to buy such a device soon), it was around 35 percent for<br />
<strong>Germany</strong>, <strong>Austria</strong> and <strong>Switzerland</strong>. Even those who don’t own<br />
a <strong>Web</strong>-enabled phone have tried to use the Internet through<br />
a mobile device at least once (45 percent in <strong>Germany</strong> as<br />
compared to the average of 60 percent for all countries) or<br />
plan to do in the near future (22 percent versus 45 percent<br />
average of all countries).<br />
While smartphones are the dominant mobile devices for<br />
Internet access, the rising popularity of netbooks and tablets<br />
shows that the digital consumer seeks an array of features<br />
while connecting to the Internet, anywhere, anytime. Indeed,<br />
their increasing use across countries and across demographics<br />
highlights the unprecedented computing power in the hands<br />
of the hyper-connected consumer. In <strong>Germany</strong>, for example,<br />
there has been an upsurge in the number of people using<br />
these devices—jumping up from only 3 percent using tablets<br />
in the 2011 survey to 17 percent in 2012.<br />
The emerging markets lead in terms of future demand too.<br />
For example, more respondents in the emerging markets<br />
than in mature markets, expressed their intention to buy<br />
8<br />
a <strong>Web</strong>-enabled mobile phone in the near future (Brazil 78<br />
percent, Russia 73 percent, Mexico 61 percent, South Africa<br />
57 percent versus an average of 46 percent for all countries<br />
versus 38 percent in <strong>Germany</strong>).<br />
This segmentation of the market by device category<br />
revealed by the survey has implications for not only device<br />
manufacturers but also for players in the communications,<br />
media and technology value chain, such as communication<br />
service providers, device manufacturers, content providers,<br />
communications operators, Internet security companies and<br />
Internet advertisers.<br />
Increasing consumerization of IT at<br />
workplace<br />
According to the survey results for <strong>Germany</strong>, there is a<br />
reversal in the trend of using smartphones for professional<br />
purposes: 15 percent of the people accessing the <strong>Web</strong> on a<br />
smartphone did so for work-related matters versus 48 percent<br />
for personal activities. In the 2011 survey, those doing<br />
work-related activities on smartphones totaled 56 percent<br />
as compared to 25 percent for personal work. This finding<br />
reflects the fact that until recently smartphone was driven<br />
by business use on account of high costs. However, in a mass<br />
consumer market, the usage pattern has reversed.