- The document discusses trends in mobile internet usage based on a survey of over 17,000 internet users across 13 countries
- A key finding is that 69% of internet users accessed the internet through a mobile device in the past year, with smartphones being the most popular
- Usage is growing across demographics but emerging markets and younger users have higher adoption rates
- Activities like email, social media, banking and content consumption are increasingly common on mobile
- Drivers of usage include improved networks and growing availability of useful apps
1. Mobile Web Watch 2012
Mobile Internet—
spawning new growth
opportunities in the
convergence era
2. Contents
Executive Summary 3
Usage Behavior 6
Drivers of Usage 12
Challenges 16
Opportunities 20
About the Survey 24
Conclusion 26
3. Executive Summary
Mobile devices are rapidly becoming the primary medium to access the
Internet across age groups, and across mature and emerging markets.
In a world brimming with smarter smartphones, tablets, notebooks and
other affordable Web-enabled mobile devices, and powered by better
network coverage, faster broadband connections, Wi-Fi networks
and the explosive growth of mobile apps, the demand for ubiquitous
availability of Internet is only getting stronger. Little wonder then that
there is so much excitement around every new version of a smartphone
or tablet.
A survey conducted by Accenture on Internet access Consumers are now more willing than ever before to pay
through mobile devices confirms that mobile Internet usage for premium services. The survey also identifies mobile
continues to be on a sharp upward trajectory. Indeed, it payments as a significant growth avenue with growing
has now reached the stage when market players across use and awareness of these services. The opportunity in
communications, media and technology should look forward augmented reality services is huge with half the mobile
to business opportunities and the operational efficiencies of a Internet users surveyed expressing interest or planning to
mass market. That is, if they are prepared for it. use these services in the future. In fact, a large segment are
even willing to pay for cloud services. A key driver of mobile
The survey, conducted across 13 countries in Europe, Latin
Internet usage has been significant improvements in network
America and South Africa, brings to the fore five key trends
quality and coverage over the years—the user’s primary
in the digital consumer’s behavior that have implications
criterion in selecting a service provider. The survey highlights
not only for players in telecommunications, media and
how consumers are increasingly looking for superior Internet
technology, but also for those in other industries such as
experience on their mobile devices, similar to what they are
retail, utilities and automotives.
used to on their computer or television. While on-the-go
A key finding of the survey is that a majority of Internet online services, such as news, traffic and travel information,
users connected to the Internet with a mobile device in and banking are of the highest importance to mobile Internet
the past one year, with smartphones emerging as the most users, concerns regarding data security persist, especially
popular mobile Internet access medium. In fact, activities or for those using or considering the use of cloud services.
transactions on mobile Internet have become so much a part With users expressing annoyance with online advertising,
of daily life that those who don’t own a mobile Web-enabled marketing companies will need to focus on more targeted
device intend to buy one soon. A growing number of mobile advertising.
Internet users are using their mobile devices to receive and
In the following pages, we explore these findings in greater
send e-mails, connect on online communities or for instant
detail and discuss the implications they may have for
messaging. The survey identifies usability and mobile apps
companies looking at seizing the opportunity arising out of
as the primary drivers of mobile Internet use, with a higher
the growing use of mobile Internet.
proportion of users having downloaded programs and apps on
their mobile devices in the past one year.
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4. • 69% of all Internet users did so through a mobile device
• 61% did so through a smartphone, 37% through a
netbook and 22% through a tablet
• 73% of men compared to 66% of women
• 58% for personal matters compared to 20% for work-related matters
• 45% of those above 50 use mobile internet
• 62% accessed online communities such as Facebook
• 46% conducted a banking transaction using their mobile device
• 71% downloaded programs or apps on their mobile device
• 57% downloaded or viewed short videos (less than 5 minutes)
• 70% have concerns over data security
• 78% are interested in cloud consumer services
• 87% are interested in premium
technical services
• 36% accessed the Internet
through a TV and
27% through a gaming console
4
5. Core Findings
• Growing use of mobile Internet • There is an app for everything
South Africa and Brazil were ranked as the More than 60 percent used their mobile device
highest users accessing the Internet on mobile to access online communities such as Facebook,
devices while France, Germany and Finland were while mobile banking growth is also evident with
among the lowest. 46 percent using a mobile device to conduct a
• Narrowing gender gap banking transaction. In total, 71 percent of mobile
Internet users have downloaded programs or apps
73 percent of men among the respondents
on their mobile device.
accessed the Internet on a mobile device as
compared with 66 percent of women. • Videos on mobile grabbing eyeballs
• More personal than work-related use 57 percent of the users downloaded or viewed
short videos of less than five minutes.
58 percent of the respondents accessing the Web
on a smartphone did so for personal matters as • Quality is king
against 20 percent doing so for work-related Quality of the network is an important criterion
matters. in choosing a network provider for access to the
• Finally the world is always on Internet over a mobile device while cost of data is
ranked as the fourth-most important factor.
85 percent use their mobile device to access the
Internet once a day or more. Of those accessing • Data security concerns impede mass adoption
online communities, Twitter or mobile blogging, 70 percent of mobile Internet users are worried
over 80 percent do so more than once a week. about data security while 23 percent perceive the
• Gen X showing growing appetite for mobile over monthly cost of accessing the Internet on their
Internet mobile device to be higher than expected.
A little over 80 percent of those in 14-29 age • Opportunity to monetize new services.
bracket accessed the Internet on a mobile device, 87 percent of respondents are interested in
but at least 45 percent of those above the age of premium technical services, and 78 percent in
50 were also involved in such activities. consumer cloud services. Respondents would be
willing to pay to benefit from them, with over half
of respondents willing to pay up to $10.
5
8. Strong demand for Web-enabled Usage patterns show increasing use
mobile devices of smartphones for work-related
Not surprisingly, the emerging markets lead mature markets activities
in our survey in terms of future demand too. For example,
According to the survey, 58 percent of the people accessing
more respondents in the emerging markets than in mature
the Web on a smartphone did so for personal matters versus
markets, expressed their intention to buy a web enabled
20 percent for work-related activities. The proportion of
mobile phone in the near future (Brazil 78 percent, Russia 73
professional work done on other mobile devices such as
percent, Mexico 61 percent, South Africa 57 percent versus
tablets was higher than that on smartphones. As more
an average of 40 percent for all countries). However, the
and more people use their mobile devices for work-related
demand has been rising over the years. Reflecting inherent
matters, a trend in consumerization of IT is developing with
demand across all the countries surveyed, an average of 60
implications for enterprise IT. Companies are already working
percent of those who do not own a mobile phone or who do
towards allowing consumer devices for work-related activities
not access the Internet through their mobile phone have tried
to lower costs, increase productivity and improve employee
to use mobile Internet at least once; 45 percent said they
engagement, creating a mixed device environment where
were considering doing so in the near future.
private and social data from native and web apps reside
While smartphones are the dominant mobile devices for alongside mission-critical enterprise data.
Internet access, the rising popularity of netbooks (37 percent
Additionally, the survey shows that of those accessing the
of the participants) and tablets (22 percent) shows that the
Internet a large proportion of them (85%), do so at least
digital consumer seeks an array of features while connecting
once a day. The frequency of use highlights that the mobile
to the Internet, anywhere, anytime. Indeed, their increasing
or digital consumer now has a choice of activities that can be
use across countries and across demographics highlights
conducted on a mobile phone other than just making phone
the unprecedented computing power in the hands of the
calls and texting.
hyperconnected consumer. This segmentation of the mobile
device market revealed by the survey has implications for
not only device manufacturers but also for players in the
communications, media and technology value chain, such
as communication service providers, device manufacturers,
content providers, communications operators, Internet
security companies and Internet advertisers.
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10. Growing use of mobile Internet for
e-mail, phone or video calls and social
media
Receiving and sending e-mails continues to be the most The frequency of these activities is also trending upwards. The
pervasive use of the Internet on mobile devices with 70 survey shows that of those into mobile blogging or accessing
percent using an e-mail program installed on their mobile online communities or Twitter, over 80 percent did so more
device or via the website of an e-mail provider (60 percent). than once a week with younger people more active than
older people: 53 percent of those aged 14-19 compared to 25
Phone or video calls via Internet ranks as the top activity
percent of those in the above 50 age bracket. This trend of
among mobile device users (79 percent of the users indicated
using mobile devices for social media and online communities
this service as “quite and extremely important”). However,
provides the key to understanding consumer behavior and
a host of other activities such as messaging through social
many mobile phone manufacturers focus on providing user-
media, blogging and tweeting, and watching videos are also
friendly features or embedded platform for such activities.
on the rise; 62 percent of the respondents said they access
social media platforms and online communities through a
mobile device, and an equal percentage use instant messaging
apps. Mexico and South Africa are the top users of these
services, especially instant messaging (83 percent and
82 percent, respectively), and blogging and tweeting (40
percent and 39 percent, respectively). Following closely are
respondents in Brazil (73 percent) and Spain (70 percent)
while France trails far behind with less than the average for
all countries in the case of all these online services.
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15. Blurring device boundaries: Using the Internet via TV and gaming consoles
Going beyond drawing the attention of communications, media and technology players toward the growing popularity
and use of mobile Internet, the Mobile Web Watch Survey 2012 also presents interesting findings around multidevice
usage. Ushering in a second stage of evolution with Internet content relocating to multiple devices and platforms, a
remarkably high—94 percent of the respondents—have used stationary devices such as personal computer, television
(TV) or gaming console—to access the Web in the last 12 months. The survey reveals 38 percent of these respondents
accessed the Internet through TV, a significant share considering that the uptake of “smart or connected TV” has been
more pronounced only in the last couple of years. France (44 percent), Switzerland and Spain (42 percent), Mexico (42
percent) and Brazil (40 percent) are among the countries with the highest numbers of respondents using the Internet
through TVs. Internet TV access is the highest (approximately 40 percent) among those who are less than 40 years old
but drops considerably beyond this age group. Around a third of the respondents have watched movies, TV shows or
longer video clips (more than 5 minutes) over the Internet on TV.
Another device class that has emerged as an entry platform for consumers’ Internet activities is the gaming console with
29 percent of respondents using these for accessing the Internet. Not surprisingly, the highest penetration of gaming
consoles is in the younger age group (44 percent among those between 14 and 19 years) but those in the 30-39 age
bracket (33 percent) are also using the Internet via consoles. Internet access via consoles is the highest in Spain (36
percent), followed by Mexico (34 percent), Ireland (33 percent), France (31 percent) and the UK (30 percent).
With the boundaries of devices becoming increasingly blurred, these findings undoubtedly signal a new leap in
convergence that calls for market players to shape their service offerings to maximize the “connected world” experience
of consumers—both at home and on the go.
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16. Challenges
Data concerns persist, especially over
cloud services
The consumer also wants a secure environment—70 percent Additionally, companies across the communications, media
of the mobile Internet users surveyed had concerns about and technology value chain will need to take note of a finding
the security of their data. These concerns ranged from losing that reiterates the annoyance factor associated with online
personal data, hacking of personal data to viruses harming advertising. A higher share of the mobile Internet users—who
mobile devices in the case of 80 percent of those using or most often come across ad banners and coupons on tablets
considering the use of cloud services. and advertising through texting on smartphones—find these
services annoying. This again brings to light the growing
This finding highlights a significant opportunity for cloud
struggle of advertising and marketing companies in finding
service providers to work with network service providers to
innovative ways of getting their messages across. Service
meet the data security needs of the digital consumer through
providers and content developers will need to explore
adapted tariff plans and appropriate privacy policies.
opportunities to collaborate with marketing and advertising
companies to overcome this barrier.
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23. Rising tablet usage
The growing popularity of tablets to access the Internet, short videos which run for less than five minutes while 52
especially among the youth, is opening up new growth percent watched movies, TV shows or longer video clips (more
avenues for businesses. The survey shows that tablets are than five minutes). Other significant activities are checking
used across all age groups but attracts the highest usage prices (61 percent) and weather information or forecasts
among those in the age group 14-39. More than half the (59 percent), reading news (58 percent) and obtaining travel
tablet users access the Internet at least once a day and about directions.
30 percent of them do so several times a day. A majority
of the respondents who own tablets (66 percent) say their
Internet activities revolve around downloading and viewing
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25. The fifth edition of the Accenture Mobile Web Watch survey The survey probed the use of smartphones, tablets, netbooks,
extends beyond the three countries (Austria, Switzerland and personal computers, television and gaming consoles to
Germany) of the previous two surveys to include 10 other access the Internet; frequency of mobile Internet usage;
countries: Brazil, Finland, France, Ireland, Italy, Mexico, Russia, range of activities on the Internet; use of social media,
South Africa, Spain, Switzerland and the UK, covering 17,225 online platforms and online services on mobile devices;
respondents. The 15-minute online survey was conducted in brand preferences for devices and operating systems;
native languages with a sample representative of Internet the consumer’s criteria for network selection, ability and
users across age, gender (51 percent men and 49 percent willingness to pay for premium services; and the barriers to
women) and incomes. the adoption of mobile Internet.
# Interviews by country Age
Austria 789 14-19 years 10%
Brazil 1,624 20-29 years 24%
Finland 1,085 30-39 years 21%
France 1,615 40-49 years 18%
Germany 1,615 More than 50 years 27%
Ireland 785
Italy 1,616
Mexico 1,611
Russia 1,637
South Africa 1,058
Spain 1,615
Switzerland 560
United Kingdom 1,615
Total 17,225
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27. The Accenture Mobile Watch survey, 2012, again underscores As communications, media and technology players try
the need for companies in the mobile Internet business to monetize the opportunities in the mobile Internet
to focus on the basics first as the mobile Internet mass era (whether in the area of mobile payments, banking
market becomes a reality. For communications service transactions, augmented reality services, cloud services
providers (CSPs), that would mean a greater emphasis on or apps for tablets and smartphones), collaboration and
building network and more bandwidth, and on investing innovation will anchor and sustain the new ecosystem.
to ensure better coverage and quality of service. These Collaboration with other service operators on network-
improvements in infrastructure can help them in building sharing strategies could well be the key to balance
enduring relationships with customers and staying ahead consumers’ demand for quality with the inevitable high
in this intensely dynamic environment. The hyperconnected cost of infrastructure investments. With the massive
consumer—with unprecedented levels of computing power capital investments that will be needed to keep up with
than ever before thanks to innovative devices such as the increasing bandwidth, speed and quality demands,
smartphones and tablets—is an active participant in the collaboration among all operators in the value chain will
market and not just a passive recipient of services. help in bringing innovative services to the market. Building
collaboration tools, IT and common industry platforms to
The trend of multidevice Web access that the survey
incubate and test new ideas could add significant value to
highlights presents a real opportunity for communications,
offerings and quickly add capabilities which the operators
media and technology companies to outperform the
currently lack. This will lead to new alliances and business
competition through differentiated, multidevice and
models, efficient back-office and business processes as
multiplatform offerings. The possibilities associated with a
companies build faster go-to-market strategies and a strong
“connected world” have already been demonstrated through
focus on innovation to stay ahead of the competition. As
the growing uptake of connected homes and over-the-top
mobile Internet approaches mass market stage, the various
TV services. Broadcasters, technology companies and service
players in the ecosystem—from mobile service providers to
providers need to brace themselves for a new generation of
content generators—will be compelled to explore avenues for
Web users looking for increased interoperability, multidevice
innovation in providing end-to-end services.
and multiplatform support, and superior experience.
This business imperative for change and innovation is also
In this connected world that includes the network and
applicable to other industries such as retail or banking where
services (Internet, entertainment, video, and gaming), CSPs
the hyperconnected consumer’s behavior and needs are
are taking on the role of enablers. To outperform as enablers,
already transforming operating models and IT infrastructure.
CSPs will need to get smarter about their customers and
Such organizations are making use of mobile and cloud-based
the way they market to them. Companies that have been
customer relationship management technologies to keep
successful in this role are differentiating by leveraging
pace with the demand for new and improved capabilities
analytics to process the vast amounts of data that the
as consumers increasingly use smartphones and tablets for
consumer generates while using the Internet.
online commercial transactions.
Additionally, as CSPs continuously need to upgrade their
infrastructure to keep pace with customer demands as well as
their data security concerns, a stronger focus on maximizing
cost efficiency (whether through outsourcing of customer
service or billing or through back-end integration) could help
these companies balance costs as well as service levels.
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