|[October 09, 2012]
Mobile Devices Becoming Medium of Choice to Access the Internet, Accenture Survey Finds
LONDON --(Business Wire)--
The use of mobile devices to access the Internet is becoming the medium
of choice, with more than two-thirds (69 percent) of all Internet users
surveyed doing so daily, according to Mobile
Web Watch 2012, a study of consumers in Europe, Latin America
and South Africa conducted by Accenture (News - Alert) (NYSE: ACN). In addition,
consumers are using multiple devices to connect to the web, including
smartphones (61 percent), netbooks (37 percent), and tablets (22
The study found that emerging economies such as Brazil, South Africa and
Russia are front-runners in the adoption of mobile devices (more than 70
percent, on average) to access the Internet. Given their affordability,
smartphones are more likely than other devices to serve as access
gateways to the Internet in these emerging markets. This trend is set to
continue, with a higher percentage of respondents in emerging markets
expressing their intention to buy a Web-enabled mobile phone in the near
future (Brazil, 78 percent; Russia, 73 percent; Mexico, 61 percent; and
South Africa, 57 percent) as compared with an average of 46 percent for
all countries surveyed.
In developed European economies, mobile Internet is also on the rise. In
Germany, adoption of mobile Internet access via smartphones has tripled
since 2010 (from 17 to 51 percent). In Switzerland, today 67 percent of
respondents use Web-enabled mobile phones to go online, compared to 27
percent in 2010. In Austria, the percentage of mobile Internet users has
doubled in two years (from 31 to 62 percent).
"The growth in use of mobile devices to access the Internet, in
conjunction with a willingness to pay for mobile services such as cloud
or premium services, is opening up a host of opportunities for market
players in the communications, media and technology industries," said
Prof. Dr. Nikolaus Mohr, a managing director in Accenture's
Communications, Media & Technology operating group. "Companies would do
well to leverage the efficiencies of this mass market. We believe that
this can be achieved through innovation and, more importantly, through
collaboration among all the players in the value chain of the
communications, media and technology industries."
Availability of mobile apps fuels growth
A growing ecosystem of mobile apps is fueling the rapid growth of the
mobile Internet, providing consumers easy access to services they
consider important. Seventy-one percent of mobile Internet users have
downloaded programs or apps to their mobile devices. Information apps,
such as train schedules, the weather, or news are the most popular,
according to nearly three-quarters (72 percent) of survey respondents,
followed closely by entertainment apps (70 percent). Eighty-five percent
of the respondens said that the quality of the network was the most
important factor in selecting a smartphone or tablet.
The study also revealed that connecting with other users is the most
important activity among mobile Internet users. Sending or
receiving e-mails through an installed program is the most popular
feature among all respondents (70 percent), followed by accessing online
communities (62 percent) and instant messaging (61 percent).
For younger users, online communities and instant messaging have become
key tools to connect with other users. Two-thirds (68 percent) of the
14- to 19-year-old respondents use them at least daily. 16 percent of
this age group are "heavy users," communicating via online communities
and instant messaging more than ten times a day on a mobile device. A
significantly smaller segment of respondents aged 30-plus use these
services on a daily basis, with percentages ranging from 41 to 57
percent, and only three to nine percent are heavy users.
Respondents in the emerging markets of Mexico and South Africa are the
biggest users of mobile email and instant messaging (more than 80
percent of respondents in both countries). Among all respondents, 27
percent use their mobile device for Tweeting and blogging, and almost
half - 46 percent - use mobile devices to conduct banking transactions.
Survey highlights growth potential of fee-based services
The survey also highlights the significant growth potential of fee-based
cloud or mobile premium services such as news, financial data or games.
Among those surveyed, 59 percent are aware of cloud or data storage
services, and 78 percent of this group is willing to pay for cloud
applications. There are even more takers for premium services, with 87
percent of the respondents willing to pay for them.
"This strong demand for mobile-based information, entertainment and
social networking activities will require a considerable sustained
investment in infrastructure upgrades," said Mohr. "Companies need to
react quickly, transform their operating models and use mobile and
cloud-based customer relationship management technologies to keep pace
with the changing demands of their customers."
While the market for mobile Internet is expanding, data security and
privacy remain major areas of concern for 79 percent of the consumers
surveyed. Additionally, 95 percent of respondents said they view the
cost of data connections as one of their top five criteria when
selecting a carrier.
Some other results of the survey:
Consumers want ubiquitous coverage, with a majority (89 percent)
ranking network quality as the top criterion in the selection of a
service provider, followed closely by geographic coverage (88
percent), connection speed (85 percent) and cost of service (81
Mobile service usage is greatest among the younger population, with
highest usage in the 14-19 age group at 82 percent, versus 81 percent
for those 20-29 years old, 74 percent for those 30-39, 66 percent for
those 40-49, and 45 percent of those 50 and older.
More men (73 percent) are using mobile Internet than women (66
Advertising on mobile devices is regarded as an annoyance, with 38
percent of respondents viewing ad banners as annoying and 37 percent
finding advertising through texting annoying.
More than 90 percent of the respondents are favorably inclined toward
information on special offers, promotions and coupons, while 60
percent find such promotions entertaining.
More respondents access the Web on a smartphone for personal matters
(58 percent) than for work-related activities (20 percent).
About the study
Mobile Web Watch survey was conducted online in 13 countries,
including Austria, Brazil, Finland, France, Germany, Ireland, Italy,
Mexico, Russia, South Africa, Spain, Switzerland and the United Kingdom,
with 17,225 respondents. The annual online survey was conducted with a
sample representative of Internet users across age, gender (51 percent
men and 49 percent women) and incomes.
Accenture is a global management consulting, technology services and
outsourcing company, with 257,000 people serving clients in more than
120 countries. Combining unparalleled experience, comprehensive
capabilities across all industries and business functions, and extensive
research on the world's most successful companies, Accenture
collaborates with clients to help them become high-performance
businesses and governments. The company generated net revenues of
US$27.9�billion for the fiscal year ended Aug. 31, 2012. Its home page
Accenture is focused on enabling its clients to achieve breakthrough
growth throughout the rapidly changing mobile ecosystem. Accenture
Mobility offers five mobility services including consulting, software
services--applications, software services--devices and platforms,
managed services, and business integration services. These are designed
to help organizations embrace business to employee (B2E), business to
consumer (B2C), business to business (B2B) and machine to machine (M2M)
business opportunities. Accenture offers mobility and embedded software
services across a wide range of industries and platforms, including
Android™, Apple (News - Alert)® iOS, Blackberry®, Linux, Meego™, Symbian, Windows®
Phone and Windows 8.
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