Mobile web uptake rises in Germany

04 April 2012

BERLIN: Over a third of German consumers now use the internet through a mobile phone or tablet, new figures show.

BITKOM, the trade body, and Aris, the research firm polled 1,000 people, and as a result estimated that 37% of Germans, equivalent to 26m individuals, currently go online via wireless devices.

Participation in this activity was, unsurprisingly, demonstrably stronger among 14–29 year olds, some 55% of which had already utilised such gadgets for this purpose.

Social networks were said to be one key driver of this trend. To date, 55% of Germans have joined sites like Facebook and Twitter, a total climbing to 91% for those under 30 years of age.

"The mobile internet is experiencing a real boom," said Dieter Kempf, president of BITKOM. "On mobile devices, communities develop a very high potential. You can spontaneously meet up with friends, get local information or simply bypass waiting periods."

Elsewhere, the analysis revealed that overall web penetration in Germany has reached 76%, or an audience of 53m users. Once again uptake peaked at 98% for the younger cohort.

In an additional indication as to how popular habits may be changing, the balance was clearly reversed when assessing traditional media channels.

As such, while 99% of the sample regularly watched TV, scores dipped to 97% for contributors in the 14–29 year old group. These ratings hit 94% and 91% respectively for both radio and magazines.

The gap widened further for daily newspapers, with 94% of the entire panel reading relevant titles, falling to 86% when breaking out the responses recorded for 14–29 year olds.

Data sourced from BITKOM; additional content by Warc staff