Smartphones and Tablets Drive Internet Use in Germany - eMarketer

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Smartphones and Tablets Drive Internet Use in Germany

Mobile access a daily affair for smartphone users

April 6, 2016

Usage of advanced mobile devices is still climbing in Germany, according to a report from the BurdaForward, “Mobile Effects 2016: Wie wir Smartphone und Tablet im Alltag nutzen.” The firm has carried out a similar study since 2010, analyzing the popularity of mobile phones and how many people use them to go online. For the latest wave, 1,433 individuals in the BurdaForward network were polled in February 2016.

Smartphone Ownership Among Mobile Phone Owners in Germany, by Demographic, Feb 2016 (% of respondents in each group)

The results confirmed high penetration of smartphones, at 79.5% of respondents. Tablets are also widespread. This year marks the first time that BurdaForward asked residents whether they had a tablet—and nearly 46% said yes.

It’s worth noting that Germany is one of Android’s most successful European markets. The share of smartphone owners using Google’s OS has risen steadily since 2010, and stood at 65.7% this spring, the report concluded. Among tablet owners too, Android edged out Apple as the leading OS—but the differential was far smaller (34.5% vs. 34.0% of respondents).

Predictably, smartphones were the primary mobile route to the web—83.5% of smartphone owners polled used their handset every day to access the internet. But the proportion of tablet users who logged on with that device at least once a day was also impressive, at 62.4%.

The individuals polled by BurdaForward weren’t just frequent users of the mobile internet. Many were heavy users, too. More than one-third (34.6%) of smartphone internet users said they spent over an hour each day on the mobile web—and half that number spent more than 2 hours. Among tablet users, nearly 42% clocked up more than an hour daily on the web.

Total Media Ad Spending in Germany, by Media, 2014-2020 (billions)

Ecommerce is one of the main activities boosting time spent on the mobile web. According to BurdaForward, nearly two-fifths of smartphone owners in Germany have bought goods or services with their device, and 57.2% of tablet users have made a mobile purchase via tablet. The number of tablet mcommerce buyers surpassed the number of smartphone mcommerce buyers for every product category except one: discount coupons—which are more likely to be delivered and redeemed by phone.

Advertisers are keeping a close eye on these trends—one reason why mobile internet ad spending in Germany will remain the second-highest in Western Europe. eMarketer estimates that brands will invest $2.69 billion in targeting residents with mobile web ads this year, and that sum will pass $3.5 billion in 2017.

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