Mobile web use rises in Germany

03 August 2011

BERLIN: The number of consumers accessing the mobile internet in Germany is increasing rapidly, a new study has found.

Accenture, the consultancy, commissioned research firm Forsa to survey 3,000 web users in the country to provide an insight into evolving habits. It estimated that 14m people now log on to the internet using a mobile phone, equating to 28% of the online population.

This marked an increase from around 17% in 2010 and 12% in 2008, demonstrating how quickly the medium is gaining ground.

More specifically, 35% of 14-19 year olds currently participate in this activity, showing that young consumers are especially engaged.

In all, 68% of people using the internet on wireless handsets do so every day, climbing to 84% where shoppers possess tablets such as Apple's iPad.

Among the individuals using the mobile web, 50% access social networks via this route, measured against 23% in 2008.

Geo-location tools have also seen an uptake of 45%, while 31% of the panel had paid for at least one kind of product or service in the same way.

Mobile banking posted 28% on this metric, rising from 12% in 2010, but a majority of contributors expressed concerns relating to the transmittal and storage of data.

Data sourced from Accenture; additional content by Warc staff