mobile tablet iinternet usage 2012

7/31/2019 Mobile Tablet Iinternet Usage 2012

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Northern and Central Europe (NACE) Report

Mobile, Tablet and Internet Usage 2012

TNS Infratest

12.05.2012

1


2/25

Agenda / Summary

2

1 Methodology

2 Overall Device Usage3 General Internet Usage

4 Demographics

Headline


3/25

Methodology

3


4/25

Methodology

4

Target group: General population aged 16 years and older Sample: 1,000 respondents, representative for the general population Methodology:

Telephone interviewing (CATI), random digit dialling, fixed / mobile sample (share ofmobile sample depending on fixed line telephone penetration per country)

Weighting variables: Age, Gender, Education, Working Status, Region Fieldwork period: January / February 2012 Research company: TNS Infratest


5/25

Participating Markets NACE

5

Country Universe

DE Germany 70.0 million

AT Austria 7.0 million

CH Switzerland 6.5 million

UK United Kingdom 50.7 million

IE Ireland 3.5 million

BE Belgium 8.9 million

Country Universe

NL Netherlands 13.5 million

SE Sweden 7.7 million

FI Finland 4.4 million

NO Norway 3.9 million

DK Denmark 4.5 million


6/25

Overall Device Usage

6


7/25

7Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents

78%

89%

88%

87%

94%

71%

91%

94%

96%

96%

93%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

Main Device Usage Mobile Phones & Tablets

29%

36%

43%

51%

43%

22%

43%

51%

38%

54%

45%

0% 25% 50% 75% 100%

62%

64%

58%

50%

58%

60%

63%

54%

74%

58%

60%

0% 25% 50% 75% 100%

5%

7%

11%

11%

10%

7%

18%

11%

7%

20%

13%

0% 25% 50% 75% 100%

In Norway, Sweden and UK every second adult uses a smartphone. Highesttablet usage in Norway and Netherlands with a distinct gap to other markets.

Mobile Phone(Total)

Smart-phone

Basic MobilePhone

Tablet

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

Brits

BENE

Nordics


8/25

8

Main Device Usage PCs

In every market laptops are more common than desktops Norway has highestlaptop share. Netbook usage across all countries is low but increasing.

Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents

PC(Total)

DesktopPC

Laptop /Notebook

Netbook /Webbook

76%

81%

83%

79%

84%

77%

91%

89%

76%

96%

90%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

42%

46%

48%

43%

43%

42%

59%

55%

41%

45%

47%

0% 25% 50% 75% 100%

54%

59%

61%

64%

69%

56%

69%

69%

58%

86%

74%

0% 25% 50% 75% 100%

10%

8%

6%

9%

7%

5%

8%

9%

10%

10%

5%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

Brits

BENE

Nordics


9/25

9

Device Usage III

Highest usage of Internet enabled TV in Belgium, Netherlands and SwedenHandheld gaming devices popular in UK & IE as well as BE & NL

Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents

Portable Media Playerwith Web Access

InternetEnabled TV

Handheld GamingDevice eReader

16%

21%

26%

21%

22%

16%

17%

16%

9%

24%

13%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

13%

13%

17%

17%

9%

18%

20%

19%

10%

15%

17%

0% 25% 50% 75% 100%

7%

6%

10%

23%

19%

13%

17%

11%

5%

12%

8%

0% 25% 50% 75% 100%

3%

3%

2%

11%

9%

2%

6%

2%

2%

7%

1%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

Brits

BENE

Nordics


10/25

General Internet Usage

10


11/25

11

82%

83%

87%

81%

84%

79%

92%

90%

77%

97%

91%

0% 25% 50% 75% 100%

80%

81%

85%

80%

83%

77%

91%

89%

75%

96%

90%

0% 25% 50% 75% 100%

Across all countries (private) internet usage is on a high level. In theNetherlands, Norway and Denmark private usage reaches 90%.

(Private) Internet Usage

Q5: How often do you access the internet for any reason (personal or job-related)? (within last 3 months)

Q6: How often do you access the internet for personal reasons? Base (weighted): All Respondents

Internet Users Private Internet Users

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

n=1000

n=1000

n=1000

n=1000

n=1000

n=1000

n=1005

n=1000

n=1004

n=1000

n=1000

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

Brits

BENE

Nordics


12/25

12

Almost every PC user goes online with it. High daily usage in Norway, Swedenand the Netherlands.

Private Internet Usage via PC

Q16: How often do you use the internet for personal reasons on your computer?

Base (weighted): Regular Users of PC (Personal Use)

Private Internet Users via PC Daily Internet Users via PC

96%

96%

98%

97%

96%

96%

97%

99%

97%

99%

96%

0% 25% 50% 75% 100%

61%

57%

63%

60%

60%

62%

71%

73%

67%

78%

59%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

n=733

n=760

n=802

n=765

n=804

n=723

n=890

n=864

n=745

n=943

n=882

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

Brits

BENE

Nordics


13/25

13

Three out of four smartphone users go online with it except Belgium andGermany. By far highest daily usage in Sweden.

Internet Usage via Smartphone

Q34: How frequently do you use the internet in general through your browser or apps on the smartphone for personal reasons?Base (weighted): Users of Smartphone (Personal Use)

64%

74%

78%

80%

77%

64%

82%

88%

77%

85%

74%

0% 25% 50% 75% 100%

35%

39%

45%

51%

50%

30%

54%

66%

42%

53%

28%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

n=288

n=359

n=427

n=509

n=427

n=222

n=437

n=507

n=383

n=543

n=451

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

Private Internet Users via Smartphone Daily Internet Users via Smartphone

DACH

Brits

BENE

Nordics


14/25

14

Almost every tablet user goes online with it 60% daily. Only Ireland, Belgiumand Denmark do not reach the 50%-level in daily usage.Only showing markets with sufficient sample size

Daily Internet Users via PCPrivate Internet Users via Tablet Daily Internet Users via Tablet

Internet Usage via Tablet

Q16: Q16: How often do you use the internet for personal reasons on your computer?Base (weighted): Regular Users of Tablet (Personal Use); Countries with base smaller than 50 respondents not shown

97%

96%

97%

88%

96%

99%

97%

91%

98%

91%

0% 25% 50% 75% 100%

61%

62%

60%

43%

48%

63%

63%

63%

66%

49%

0% 25% 50% 75% 100%

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

n=67*

n=105

n=105

n=98

n=62*

n=166

n=99

n=69*

n=191

n=121

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

*Small sampleresults

DACH

Brit

s

BENE

Nordics


15/25

21%

14%

32%

35%

37%

27%

28%

16%

39%

35%

27%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

15

In most NACE-countries mobile networks are the most often used channel togo online via smartphone.

Smartphone Internet Access I

Q35: How do you connect to the internet with the smartphone?Base (weighted): Internet & Mail Users of Device Category (Personal Use) Smartphone

Wifi / WLAN@ home

Wifi / WLANout of home

UMTS/3G/4G/LTE

73%

72%

61%

80%

71%

45%

72%

75%

86%

64%

82%

0% 25% 50% 75% 100%

52%

38%

66%

62%

68%

58%

57%

53%

50%

67%

57%

0% 25% 50% 75% 100%

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

UK

BENE

Nordics


16/25

16

At least 50% of the smartphone onliners connect the smartphone only with oneaccess channel In Austria, low Wifi usage & high access rates via mobile data

Smartphone Internet Access II

Q35: How do you connect to the internet with the smartphone?Base (weighted): Internet & Mail Users of Device Category (Personal Use) Smartphone

Wifi / WLAN @ ORout of home

Wifi / WLANExclusive

UMTS/3G/4G/LTEExclusive

35%

50%

20%

30%

25%

19%

28%

39%

38%

21%

35%

0% 25% 50% 75% 100%

21%

23%

34%

17%

28%

45%

22%

21%

9%

33%

15%

0% 25% 50% 75% 100%

59%

44%

75%

68%

74%

70%

65%

57%

58%

76%

63%

0% 25% 50% 75% 100%

n=199

n=289

n=355

n=424

n=346

n=148

n=372

n=456

n=312

n=486

n=361

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DE

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

DACH

UK

BENE

Nordics


17/25

17

Wifi / WLAN @ home is the most common way to go online via tablet. Finlandand Austria have the highest shares to use mobile networks.(Only showing markets with sufficient sample size)

Wifi / WLAN@ home

Wifi / WLANout of home

UMTS/3G/4G/LTE

Tablet Internet Access I

Q20: How do you connect to the internet with the tablet?Base (weighted): Internet Users of Device Category (Personal Use); Countries with base smaller than 50 respondents not shown


41%

22%

24%

12%

21%

7%

31%

48%

37%

21%

0% 25% 50% 75% 100%

19%

29%

34%

26%

25%

24%

23%

38%

37%

27%

0% 25% 50% 75% 100%

70%

76%

93%

84%

71%

93%

79%

83%

83%

88%

0% 25% 50% 75% 100%

n=65*

n=100

n=102

n=86

n=59*

n=163

n=96

n=63*

n=187

n=111

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK


18/25

18

Tablet Internet Access II

21%

11%

2%

8%

8%

1%

12%

9%

7%

7%

0% 25% 50% 75% 100%

59%

72%

74%

88%

70%

90%

68%

49%

62%

78%

0% 25% 50% 75% 100%

79%

85%

97%

92%

82%

96%

86%

87%

91%

92%

0% 25% 50% 75% 100%

n=65*

n=100

n=102

n=86

n=59*

n=163

n=96

n=63*

n=187

n=111

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

AT

CH

UK

IE

BE

NL

SE

FI

NO

DK

Q20: How do you connect to the internet with the tablet?Base (weighted): Internet Users of Device Category (Personal Use); Countries with base smaller than 50 respondents not shown

Wifi / WLAN @ ORout of home

Wifi / WLANExclusive

UMTS/3G/4G/LTEExclusive


Most tablet onliners use exclusively Wifi / WLAN for their Internet connection(Only showing markets with sufficient sample size)


19/25

Demographics

19


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20

Demographics Total Population I

All

Respondents

DE

n=1000

AT

n=1000

CH

n=1000

UK

n=1000

IE

n=1000

BE

n=1000

NE

n=1005

SE

n=1000

FI

n=1004

NO

n=1000

DK

n=1000

Age

16-34 26% 29% 29% 31% 28% 29% 25% 30% 27% 28% 28%

35-54 36% 37% 37% 34% 45% 35% 36% 33% 26% 36% 35%

55+ 38% 34% 34% 34% 27% 36% 39% 38% 46% 35% 36%

Gender

Male 49% 48% 49% 50% 49% 49% 49% 49% 48% 50% 49%

Female 51% 52% 51% 50% 51% 51% 51% 51% 52% 50% 51%

Edu-cation

Low 24% 19% 16% 12% 8% 13% 7% 18% 33% 3% 24%

Medium 51% 69% 68% 60% 66% 47% 39% 67% 39% 23% 40%

High 25% 11% 15% 28% 26% 41% 54% 15% 28% 75% 36%


21/25

21

All

Respondents

DE

n=1000

AT

n=1000

CH

n=1000

UK

n=1000

IE

n=1000

BE

n=1000

NE

n=1005

SE

n=1000

FI

n=1004

NO

n=1000

DK

n=1000

Employ-ment

Status

Working 48% 57% 56% 56% 54% 48% 56% 58% 53% 70% 52%

Non-

Working50% 42% 43% 44% 46% 52% 44% 42% 47% 30% 48%

House-holdSize

1 25% 17% 22% 27% 11% 17% 23% 24% 28% 22% 26%

2 36% 35% 34% 31% 24% 33% 35% 33% 37% 32% 33%

3 17% 18% 15% 19% 19% 18% 13% 15% 11% 14% 14%

4 and

more21% 28% 28% 23% 46% 31% 29% 28% 23% 32% 27%

Demographics Total Population II


22/25

22

Demographics Internet Users I

Internet Users

(Personal Use)

DE

n=797

AT

n=809

CH

n=855

UK

n=796

IE

n=830

BE

n=775

NE

n=919

SE

n=892

FI

n=757

NO

n=961

DK

n=899

Age

16-34 31% 34% 33% 39% 34% 36% 27% 33% 36% 29% 31%

35-54 40% 41% 40% 39% 47% 41% 39% 35% 33% 38% 38%

55+ 29% 25% 26% 22% 20% 24% 34% 32% 31% 33% 31%

Gender

Male 52% 52% 51% 53% 48% 52% 52% 51% 51% 50% 51%

Female 48% 48% 49% 47% 52% 48% 48% 49% 49% 50% 49%

Edu-cation

Low 18% 15% 14% 5% 4% 8% 5% 14% 19% 2% 22%

Medium 54% 73% 69% 61% 65% 46% 40% 70% 45% 22% 40%

High 28% 12% 17% 34% 30% 46% 55% 16% 36% 76% 38%


23/25

23

Internet Users

(Personal Use)

DE

n=797

AT

n=809

CH

n=855

UK

n=796

IE

n=830

BE

n=775

NE

n=919

SE

n=892

FI

n=757

NO

n=961

DK

n=899

Employ-ment

Status

Working 57% 65% 63% 65% 59% 56% 60% 63% 67% 72% 57%

Non-

Working42% 34% 37% 35% 41% 43% 39% 37% 33% 27% 43%

House-holdSize

1 21% 14% 18% 20% 8% 12% 20% 20% 19% 21% 22%

2 34% 35% 33% 29% 21% 30% 35% 32% 38% 32% 33%

3 19% 19% 17% 22% 19% 20% 14% 17% 14% 15% 15%

4 and

more25% 32% 32% 28% 52% 37% 31% 31% 29% 33% 30%

Demographics Internet Users II


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24

Demographics Smartphone Users I

Smartphone

Users

(Personal Use)

DE

n=288

AT

n=359

CH

n=427

UK

n=509

IE

n=427

BE

n=222

NE

n=437

SE

n=507

FI

n=383

NO

n=543

DK

n=451

Age

16-34 47% 51% 45% 47% 47% 51% 39% 45% 46% 41% 45%

35-54 35% 35% 41% 41% 43% 40% 44% 38% 35% 41% 41%

55+ 18% 14% 14% 12% 11% 9% 17% 17% 20% 18% 14%

Gender

Male 55% 56% 56% 53% 50% 61% 54% 54% 57% 52% 56%

Female 45% 44% 44% 47% 50% 39% 46% 46% 43% 48% 44%

Edu-cation

Low 14% 17% 16% 7% 3% 9% 3% 11% 17% 2% 20%

Medium 58% 69% 66% 58% 64% 47% 39% 71% 45% 24% 39%

High 28% 14% 19% 34% 32% 44% 58% 17% 38% 74% 41%


25/25

25

Smartphone

Users

(Personal Use)

DE

n=288

AT

n=359

CH

n=427

UK

n=509

IE

n=427

BE

n=222

NE

n=437

SE

n=507

FI

n=383

NO

n=543

DK

n=451

Employ-ment

Status

Working 66% 69% 70% 72% 62% 64% 70% 68% 73% 78% 66%

Non-

Working32% 30% 29% 28% 38% 35% 30% 32% 27% 21% 34%

House-holdSize

1 15% 15% 12% 15% 4% 9% 15% 15% 19% 15% 16%

2 32% 30% 31% 27% 19% 28% 27% 26% 30% 25% 26%

3 24% 19% 20% 23% 20% 25% 16% 18% 16% 18% 18%

4 and

more28% 37% 37% 34% 57% 36% 41% 41% 35% 42% 41%

Demographics Smartphone Users II

mobile tablet iinternet usage 2012

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