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Print this ArticleMobile media consumption in Europe is booming – study
25 Jan 2012 by admin in Analyst, Document, Feed, STATS, STUDY, Telefonica / No Comments
There has been a significant shift in media consumption across Europe triggered by smartphones, tablets and other connected devices, according to the new Digital Life Design report from Telefonica Germany and ComScore. Consumers no longer rely solely on their PC for internet access, with cross-platform consumption having created a vastly different landscape as consumers use a rising number of devices on a daily basis to access digital content.
The report shows that compute r usage accounted for 95.1 percent of all browser-based page views in the EU5 (France, Germany, Italy, Spain and UK), with mobile devices now accounting for 3.2 percent of all traffic.
Within the 4.9 percent non-computer traffic, tablets generated more than 1 in 4 non-computer page views. Consumption of mobile media is booming, with 75 percent of smartphone users in the EU5 using mobile media in October 2011, up 65 percent year-on-year.
While Nokia’s Symbian and Google’s Android currently have the highest market share amongst smartphone platforms, when combining smartphones, tablets and other devices Apple’s iOS leads the market with a 30 percent share of connected devices in use.
The study also showed that mobile retail is one of the fastest growing activities amongst smartphone users, with over 13.6 million EU5 smartphone owners accessing a retail site in October 2011.
The UK had the largest audience with 4.7 million people, but Germany accounted for the largest increase in users with a 112 per cent growth year-over-year. German smartphone users also showed the fastest adoption of emerging technologies, such as QR codes.
Download the Report; Connected Europe White Paper, & Connected Europe DLD Conference Presentation
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