Mobile Usage Rises in France - eMarketer

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Mobile Usage Rises in France

Six in 10 consumers were mobile device users in Q3 2015

December 3, 2015

France is in the midst of a mobile revolution, according to data from Q3 2015. Researchers polled more than 1,000 consumers ages 15 to 60 in September, for the seventh annual edition of the Baromobile—a barometer of mobile usage issued by Omnicom Media Group in partnership with SFR Régie.

Leading Mobile Internet Activities Among Smartphone vs. Tablet Users in France, Sep 2015 (% of respondents)

The study confirmed an increase of mobile usage. Overall, households in France had an average of 3.2 mobile screens in mid-2015, and 61% of individuals were mobile device users. More than one-quarter (28%) used a tablet.

Among internet users, engagement with mobile devices was even higher. Nearly three-quarters (72%) of those who had a mobile phone were using a smartphone, and 51% of web users had a tablet—a gain of eight percentage points compared with Q2 2014. As a result, an estimated 53% of online traffic involved mobile phones and tablets.

Fully 79% of respondents said they used a smartphone to go online every day, or nearly every day, while 62% of smartphone users accessed the web several times a day. Among tablet users, the corresponding shares were 66% and 42%, respectively. Millennials, the most active cohort on mobile phones, were estimated to check their phones up to 300 times daily.

Both smartphones and tablets were most often used to go online at home, and tablet internet usage dropped off sharply outside the home. Predictably, the story was very different with smartphones; they went everywhere. Some 59% of people with advanced handsets used them to access the web at work, and 55% used them in the street for the same purpose. At least 32% of smartphone owners went online with their phones in cafes and restaurants, on public transport, in cars and in shopping centers and supermarkets, Omnicom reported.

Locations Where Smartphone vs. Tablet Users in France Access Mobile Internet, Sep 2015 (% of respondents)

Clearly, mobile phones have become personal companions. Almost half (48%) of those polled said they slept with their phone, and for many it provided the first and last media experience of the day.

If there's any downside to the mobile boom, it's a not-so-subtle change in individuals' expectations. The report authors found France's mobile device users an impatient lot; their devices have made them less tolerant of delays in action or response. Also, younger users in particular worry if their mobile battery is depleted when they're on the go, or if they have to spend time in a place with poor Wi-Fi reception. On the other hand, mobile devices are ideally suited to passing time if people are waiting for public transport, for example, and wireless coverage is adequate. Nearly nine in 10 respondents said mobile activities such as email, gaming and social networking helped them to be more patient at such times.

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