Mobile web use doubles in Germany

28 August 2012

BERLIN: Mobile internet usage has almost doubled in Germany during the last year, as rising smartphone and tablet penetration encourage the adoption of new media consumption habits.

TNS, the research firm, polled 1,531  people aged between 14 and 64 years old, and reported that 39% now accessed the mobile web, an increase of 15 percentage points in just 12 months.

Uptake levels hit 60% for 14–29 year olds, an uptick of 21 percentage points on an annual basis. Some 40% of 30–49 year olds engaged in this pastime, versus 21% a year earlier.

By contrast, contributors in the 50–64 year old demographic were still seen as "reluctant" to participate in this activity, registering growth from 13% to 19% year on year.

In all, 25% of interviewees logged on to the mobile internet at least once a month, improving from 13% in 2011. These totals stood at 23% and 11% in turn for accessing email services through this route.

The number of individuals using apps experienced a similar lift, growing from 11% to 22% in the same period, according to the analysis.

Elsewhere, the study showed 40% of people going online via a wireless handset visited social networks once a week or more, and 23% viewed news content on the portals of print titles or broadcasters.

However, utilising email services was the most popular activity among the current mobile internet user base, as 47% of this group read and sent such messages each week.

More broadly, 33% of participants now owned a smartphone, measured against 17% a year ago. A further 5% of respondents went online with a tablet, a figure which had grown from 2% year on year.

When considering owners of gadgets like the iPad and Kindle Fire, a 52% majority consumed content from newspapers and TV stations every week on their sale, and 15% streamed live TV shows.

"The market for tablets is extremely buoyant, not least because it is possible to read newspapers and books, and fun to watch videos, on the larger screen, in contrast to the much smaller mobile phone screen," said Andrea Geißlitz, an associate director at TNS-Infratest.

Data sourced from TNS-Infratest; additional content by Warc staff