Smartphones, social networks, media … The last 2 studies to discover
Smartphones favored over computers to access navigation sites
ComScore has published a study on access to navigation sites (such as Google Maps, Mappy or ViaMichelin) using a smartphone and a computer, across the 5 main European markets (France, Germany, Italy, Spain and United Kingdom United). The study showed that 35% of smartphone users accessed websites via their mobile device in March 2012 while 49.6% accessed these websites from their computers.
The audience of smartphone browsing sites has increased by 55% in one year, while access to these sites via a computer is up only 8%. This dynamism could be explained in particular by the presence of mobile applications. Indeed, with apps like Google Maps already installed on many phones, it seems easier to rely on the device than checking the route in advance and printing out maps and routes.
In March 2012, 90.4M visitors accessed maps and routes via their computer, representing 49.6% of the internet audience. In comparison, 39.8M access maps were visited by smartphone users via their device, which represents 35% of the smartphone audience. France ranked first for the penetration of computer card sites, but last in terms of access from a smartphone. The UK was the leading user in the smartphone market with 40.2%.
According to figures from ComScore, iPhone owners are the largest users of mobile access plans (53.4%), compared to Google Android (39.8%) and Microsoft (34.5%).
The table below lists the benchmark data from ComScore mobile, with an analysis of mobile consumption behaviors and device penetration for the five European countries (France, Germany, Italy, Spain and United Kingdom). ComScore specifies that this rapid increase in the use of smartphone browsing sites suggests that mobile users use these sites when they are away from their homes.
When mobile and social networks go hand in hand
McKinsey law firm presented a study at the News World Summit based on a survey conducted in 15 countries across North America, Europe and Asia at the end of 2011. It reveals that 35% of American Internet users now use social networks to access content sites.
In Europe, 55% of smartphone owners now consider it to be their main truly personal device. The time spent per day on mobile has jumped from around 75 minutes in 2008 to almost 110 in 2011 (from around 255 minutes on television, as well as on PCs). And communication only represents 27% of the time spent on the mobile, against 61% in 2008.
Likewise, the more terminals a user has, the more he reads. And its propensity to pay depends on the device it uses: around 30% of iPad owners have purchased content there in the last six months (32% for games, 30% for music, etc.), or more than on the iPhone (25% for games and 22% for music), and far ahead of the general average (8% for games and 10% for music).
As for social networks, European Internet users devoted 23% of their time to it in 2011, compared to 15% spent on news sites. In the United States, 14% of Internet users have chosen them as their home page and 35% now use them to access content sites.
The study has a few other interesting lessons: in Great Britain, for example, 51% of newspaper readers say they have chosen to stay on paper for the quality of the content. Conversely, the youngest are massively turning away from paper: 55% of 25-34 year olds prefer the Internet for their media consumption, while only 10% of this age group prefer paper.
Smartphones are now fully part of everyday life around the world. They are expected to reach 90% penetration in the United States by 2015. The report’s forecasts also state that 80% of all media will be consumed digitally in 2020 (up from 50% in 2007). Eric Hazan, partner at McKinsey, announced during the conference: “Digital is the only ticket to the future, the younger generations are not ready to go back to paper. A mobile strategy is now mandatory for media companies. “