Trends and Statistics for Internet Access Devices

80% of internet users own a smartphone

The following is from a blog by Jason Mander on Mon, Jan 5 2015 -

For our first blog post of 2015, we draw on data from our GWI Device report to examine current levels of device ownership.

Overall, PCs and laptops remain in pole position, with a mighty 91% of internet users aged 16-64 saying that they personally own one. However, smartphones have now established themselves as absolutely mainstream devices too; an impressive 80% of online adults say that they have one, suggesting that 2015 will be the year when they reach parity with PCs/laptops.

Tablets are also nearing an important landmark; close to 50% of internet users report having one personally, although whether previous rates of growth will continue in the face of ever-improving smartphones – especially in the 'phablet' space – will be a key metric to watch in the year ahead.

Wearable devices remain extremely niche; just 9% report having a smartwatch and only 7% have a smart wristband. Nevertheless, with the Apple Watch and a more affordable consumer version of Google Glass on the horizon, the next twelve months should see wearables challenging for more mainstream status. And with CES 2015 starting on the 6th of January, there will be a wave of new product announcements for all of the device categories featured in GWI Device.

The following is from a blog by Danyl Bosomworth -

Experts predicted back in 2008 that by the year 2014, the Internet will be accessed by mobile phones more than any other device.

Statistics have proven this to be correct. It's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are.

1. Mobile Media Time Is Now Greater Than Desktop and Other Media

Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).

The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are.

2. Mobile vs desktop device usage

The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point.

Percentage of consumers using mobile devices

Here is a summary showing the global popularity of using different digital devices using data from Global Web Index.It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.

How consumers research products using mobile search and review sites

Google's mobile path to purchase report surveyed 950 US consumers across 9 different verticals (Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition) to assess how they researched purchases via mobile. A key finding is the starting point for mobile research. As might be expected search was the most common starting point, but it's lower than desktop showing the importance of branded apps and mobile sites.

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