Mobile


Passengers on France's public transport networks increasingly pass the time with mobile devices rather than print newspapers and books, according to October 2015 research.

Mobile device users are split in their preference for mobile apps vs. the mobile browser, per December 2015 research. Nearly one-third say they prefer to use both at different times.

Most smartphone users Spain have fewer than 10 apps installed on their smartphones, according to September 2015 research. While the share dips to 44% for 26- to 35-year-olds, the total across all demographic reads largely the same. But are users simply uninterested in apps, or are they simply downloading them for a short time?

Mobile connections have plateaued in Chile, but users are still making moves to switch to faster-paced mobile broadband connections. 4G connections more than doubled between 2014 and June 2015.

Young people in Brazil spend the most time with mobile devices, according to September research, and Facebook is likely a major recipient of their attention. Google is the No. 2 mobile property in the country.

Video is taking over mobile data in the UK, according to 2015 data. The rise of 4G may be one reason, as eMarketer estimates two in five mobile phone users in the country will watch video this year.

Mobile video advertising brings a lot of value to marketers, primarily increasing brand awareness. It also helps with lead generation and better engagement, according to a December 2015 survey.

Brazil has Latin America’s largest mobile internet market, and according to November research, users of all ages have widely adopted smartphones.

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Most mobile games in the market are free-to-play, thanks in large part to advertising. According to October 2015 data, interstitial formats are the most popular ads served within these games.

Nearly all teens in Germany own some kind of mobile phone, according to a November 2015 study by Medienpädagogischer Forschungsverbund Südwest (MPFS). Basic mobile ownership is almost identical for males and females, but a deeper look into the survey’s responses reveals some gender divides when it comes to other digital devices.

Consumers in South Korea bought more tablets in 2015—but mobile users in the country still have relatively few such devices compared to their neighbors across Asia-Pacific. Instead, phablets rule.