As many as 77% are now going online solely via their mobile phone

New global research from BuzzCity points to the mobile being the sole device by which many are now accessing the internet with as many as 77% now going online solely via their phone.

Overall, 85% of mobile surfers say that handsets are their preferred means of going online. The research confirms the increasing shift to multiple devices, which is not at all surprising considering the burgeoning market for tablets such as the Apple iPad and Samsung Note.

But interestingly, contrary to expectation, rising demand for tablets has not affected consumer interest in mobile phones and computers; in fact, 27% still plan to buy a laptop or PC in the next 12 months.

There’s no doubt though that the market for tablets will continue to grow as well, with 11% of respondents indicating that they are likely to purchase a tablet within the next year, though perhaps this is not as fast as manufacturers would like.

So with smartphone adoption increasing just how integral are the devices becoming on a daily basis? One in three 20-24 year olds and one in ten 30 – 34 year olds prefer to access the internet via their phones. To add to this, the research has also dispelled the myth that adoption is only across high-earning early adopters. Smartphones are now used across occupations and income brackets with mobile internet users just as likely to be a machine operator (7%) as an office support worker (8%).

However, a lot of behaviour from mobile consumers remains unchanged – the majority of users (53%) spend up to 6 hours a day on multiple logins across devices to the internet. In this time users will be accessing the internet via their mobiles to communicate with friends (61%) and for entertainment (35%).

For brands looking to grasp the opportunities in mobile they need to look to educational services, with 31% of students keen for more content on this topic. Add to this the demand for media (31%) and financial services (23%) and it is clear to see there are still plenty of opportunities in the mobile space that are yet to be grasped.

The BuzzCity research looked into the behaviour and attitudes of mobile consumers from more than 71 countries.

Dr KF Lai is CEO of BuzzCity.

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  • Gilbert

    Need help to pay account online

  • Gabriel Ghavami

    At the present, people discuss the traditional web as the default and the mobile web as a side note.

    This, however, will be reversed in the near future. The one desktop computer for each family is rapidly being replaced by the much more personal individual Smartphone for every person.

    This means that the mobile web will soon be the default language, and instead of saying “mobile-friendly website”, the term “desktop-friendly website” will be coined.

  • Tim Burge

    In an environment where internet usage across multiple devices is becoming increasingly common, the experience that a visitor gets when they arrive at a mobile site could be make or break for organisations.

    Businesses need to be making an impact, not just by providing a site that is actually useable but one that is useful and relevant pertinent and one that stays that way over time.

    Just reformatting the web page to fit on a small screen is no longer enough. Brands need to identify and understand how their customers are using mobile: are they browsing, researching or buying, for example? And how does behaviour change depending upon where the customer is: in store, while on the move, at work or home?

    And if we were talking about a traditional, fixed website, customer experience optimisation would be business as usual and there would be testing strategies in place to find the best performing layout, user journeys and site content.

    The mobile experience shouldn’t be treated any differently; in fact, one could argue that it’s even more important to get that absolutely right in an age where website loyalty is dwindling.

    Tim Burge

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