1 / 28

Google Consumer Barometer

The Internet in Numbers
2012-2016
Introduction 2 / 28

Over the last five years, the market research Simultaneously with the growth of the smartphone,
company Kantar TNS, commissioned by Google, consumers around the world have acquired more The 40 original markets in the survey are: Argentina (AR), Australia (AU),
1

has polled consumers from around the world on and more internet-connected devices. Make sense Austria (AT), Belgium (BE), Brazil (BR), Canada (CA), China (CN), Czech

their internet habits. The answers reveal of the multiscreen world on page 11. Republic (CZ), Denmark (DK), Egypt (EG), Finland (FI), France (FR), Germany

monumental changes in media habits and indeed (DE), Greece (GR), Hong Kong (HK), Hungary (HU), Ireland (IE), Israel (IL), Italy

daily life brought about by the internet in just half a The smartphone is now our primary device. Its (IT), Japan (JP), Mexico (MX), Netherlands (NL), New Zealand (NZ), Norway

decade. Its time to stop and reflect on the what we use to keep up with friends, consume (NO), Poland (PL), Portugal (PT), Romania (RO), Russia (RU), Kingdom of

development. entertainment and do our shopping. We studied Saudi Arabia (KSA), Slovakia (SK), South Africa (ZA), Spain (ES), Sweden (SE),

how consumers put their trusted sidekick to use on Switzerland (CH), Taiwan (TW), Turkey (TR), United Arab Emirates (UAE), Unit-

In 2012, we started out with 40 selected global page 15. ed Kingdom (UK), Ukraine (UA) and USA. Since 2012 we have expanded the

markets, both small and big, developed and survey with Bulgaria (BG), Croatia (HR), Estonia (EE) India (IN), Indonesia (ID),

developing1. Back then, 72% of consumers were The first thing you did this morning was probably Kenya (KR), Latvia (LV), Lithuania (LT), Malaysia, (MY), Nigeria (NG), Serbia

internet users. Five years later, its up to 80% in the check your smartphone. Its also what you use for (RS), Singapore (SG), Slovenia (SI), South Korea (KR), Phillipines (PH),

same 40 markets - hundreds of millions of new taking photos, listening to music, and a plethora of Thailand (TH) and Vietnam (VN).

users have joined the ranks of internet users across other tasks. Weve mapped the everyday revolution
the world. Read more on how the internet became on page 19.
global property on page 3.

One of the biggest developments in the period has

arguably been the massive rise of the smartphone.
In 2012, one in three consumers across 40 markets
had access to a smartphone. Just four years later,
the number has grown to a staggering 70%.
Learn more about the success of the smartphone
on page 7.
 3 / 28

The Internet: Global Property

The Internet: Global Property 4 / 28

Since 2012, we have polled consumers around the the more likely you are to use the internet: 94% of However, the biggest growth potential for the
world on their internet habits. The growth of internet the population under 25 across all markets are internet is not based on age, but on income level. In
access has been staggering: Hundreds of millions internet users, while this only goes for a little more some developed markets such as Austria, Belgium
of new internet users. Across 40 markets, 80% of than half of those over the age of 55. or Italy, only 2 in 3 with a low income level are
consumers are now internet users for personal internet users, with even lower adoption rates in
purposes - up from 72% in just four years. But to get a true understanding of adoption developing markets.
patterns, its not enough to look only at the big
People who use the internet do so more and more: 6 picture. For example, in some markets, such as
in 10 of internet users now use the internet several Australia, Singapore and the Scandinavian
times a day, up from less than 4 in 10 in 2012. countries, four out of five over the age of 55 are
internet users. In India and Indonesia the same is
But its one thing if people use the internet. Weve only true for approximately 1 in 20 in the same
also looked at their habits and sentiment. Across all age group.
markets, 8 in 10 internet users tell us that the
internet is the first place they look when they need Younger Indonesians are catching up, though. An
information. Six in 10 prefer to do a task digitally Indonesian under the age of 25 will find that more
when they have the opportunity. than 80% of his or her peers are internet users, an
adoption rate not far behind the same age groups in
One of those tasks might be shopping, so we polled markets such as Brazil (89%) or Serbia (94%).
consumers on where they bought their last product In most developed markets the adoption rate is now
(within select categories): Globally, more than one in over 95% for the youngest group.
four bought their last product online as opposed to
60% in a store. And by the way, 7 in 10 tell us that
using the internet is fun. We couldnt agree more.
It comes as no surprise that the younger you are,
More and More People Use the Internet More Most People Are Online Several Times a Day
and More 5 / 28
Question asked: How often do you access the Internet for personal reasons, i.e. all non-business
related purposes? (see page 24)
or work

Question asked: How often do you access the Internet for personal reasons, i.e. all non-business or work
related purposes? Please think about your usage habits during the last month (see page 24).

Several times a day Once a day or less Never

60% 60%

45% 45%

Less than once a month

Several times a day

2-3 times a month

2-6 times a week
30% 30%

Once a month
Once a week
Once a day
15% 15%

Never
0% 0%

2012 2013 2014 2015 2016

The Internet Is Used Daily by All Age Groups The Internet Is Our First Place to Look
Question asked: How often do you access the Internet for personal reasons, i.e. all non-business or work
related purposes? (see page 24)
for Information
Question asked: To what extent do you agree or disagree with the following statements? Please evaluate
each of the following statements on a scale from 1 - strongly agree to 5 - strongly disagree.
When I need information, the first place I look is the Internet (see page 24)

Daily Weekly Monthly or less

100% 100%

75% 84% 85% 82% 75%

79%
72%

50% 50%

25% 25%

0% 0%

Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-55 yrs. 55+ yrs. Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-54 yrs. 55+ yrs.
Global Internet Adoption
5% 95%
Share of population that use the Internet for personal purposes 6 / 28
Not included

94% of the population of Sweden say they use the Internet Just 27% of Indians say they use the Internet. Underlying
for personal purposes, ranking as number 1 of the that number are vast differences across age groups: Across all 57 markets we now poll, an average of 77% use
countries survey, in a virtual tie with Norway and the Just 6% of Indians above the age of 55 are internet the internet for personal purposes
Netherlands at 93% users, while 50% of those under 25 use the internet
 7 / 28

Smartphone Success
Smartphone Success 8 / 28

One of the biggest developments in recent years To a consumer in a developed market, it might One thing is whether youre a smartphone user. But
has been the rise of the smartphone. In 2012, one in seem that they have been swiping and tapping how often do consumers actually go online on their
three consumers across 40 markets had access to forever. But to really take in how massive the rise of smartphone vs. their computer or tablets? Across
a smartphone. Just four years later, the number has the smartphone continues to be on a global level, 40 markets globally, weve asked them year after
risen to a staggering 70%. Smartphones have truly consider this: We asked smartphone users across year. The answers illustrate that the smartphone
become ubiquitous, and our research shows that 56 markets and in all demographics how long they not only holds a place in our pocket, but also grows
this growth has happened across all markets: From had been using their smartphone? One in eight told in our habits.
Australia (80% smartphone users) to China (79%), us that they had just started within the last
and from Norway (83%) to the United States (72%). six months. Roughly one third of smartphone users tell us they
access the internet more often via a smartphone
The growth of the smartphone has been swift Due to this rapid adoption of smartphones, than a computer/tablet. Another third use both
across all demographics. Although in general something really fascinating is happening: devices equally. So, for two thirds of smartphone
younger people got hold of smartphones first, their The computer is being leapfrogged by smartphones users, the smartphone is not a secondary device. A
parents generation is getting ready to catch up on a in developing markets. In Vietnam for instance, PC massive change since 2012, where four in five used
global level. This trend has already materialized in adoption rates are fairly flat: 44% use a PC. a computer or tablet more than a smartphone.
developed markets. Take Sweden, for instance, Compare this to smartphone adoption, which is at
where 7 out of 10 of all Swedes over the age of 45 72% and continues to outgrow the computer.
are smartphone users. In developing markets, the
trend is occurring at a slower rate: Only 3 out of 10 The same trend is happening in markets with high
Brazilians over the age of 45 say they are adoption rates: The smartphone is playing catch-up
smartphone users. with the computer. Take Switzerland for example,
where 84% tell us they are computer users (desktop,
laptop or netbook), but 77% are already smartphone
users. The days of thinking of the smartphone as a
secondary device are over.
Smartphone Adoption Has Doubled in Just Two Thirds Say the Smartphone Is Not Their
Four Years Secondary Device 9 / 28

Question asked: Which, if any, of the following devices do you currently use? Smartphone (see page 25) Question asked: How often do you use the Internet - through your web browser or apps - for personal
reasons (i.e. all non business or work-related purposes) on a [computer / smartphone / tablet]? (see page 25)

80%
70%

More often via smartphone than computer/tablet 32%

60%

Equally via smartphone & computer / tablet 33%

40%
33% More often via computer/tablet than smartphone 28%

20%

Q1 / 2012 Q1 / 2013 Q1 / 2014 Q1 / 2015 Q1 / 2016 0% 10% 20% 30% 40%

Its Not That We Stopped Using Computers. Massive Change: The Smartphone Is No Longer a
Its Just an Age Thing Secondary Device
Question asked: How often do you use the Internet - through your web browser or apps - for personal Question asked: How often do you use the Internet - through your web browser or apps - for personal
reasons (i.e. all non business or work-related purposes) on a [computer / smartphone / tablet]? (see page 25) reasons (i.e. all non business or work-related purposes) on a [computer / smartphone / tablet]? (see page 25)

More often via smartphone than computer/tablet More often via smartphone than computer/tablet More often via computer/tablet than smartphone
More often via computer/tablet than smartphone Equally via smartphone & computer/tablet
80% 100%

60% 75%

40% 50%

20% 25%

0% 0%

Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-55 yrs. 55+ yrs. 2012 2013 2014 2015 2016
Secondary Device?
50% 100%
Share of internet users that use their smartphone equally or more than their computer/tablet to go online 10 / 28
Not included

Across European markets, 56 % on average say they go

95 % of South Koreans say they go online more often via online more often via smartphone (20%) or equally via Just 12% of Slovenians primarily use their smartphone to
smartphone (62%) or equally via smartphone and smartphone and computer (36%). In South Africa on the go online, while another 36% go online equally via
computer (33%) other hand 74% say they use the smartphone most while smartphone and computer
another 9% use both equally.
 11 / 28

Multiscreen World
Multiscreen World 12 / 28

The smartphone is overtaking the laptop as the percent of Australians use a wearable, while the Television and internet are merging in other ways,
primary device for going online. Simultaneously, same is only true for 4% back in the Netherlands. too: Across all markets, 57% told us they go online
consumers around the world have acquired more with another device while watching TV. Second-
and more internet-connected devices, leading to a Other devices have much higher adoption rates: screening is a behaviour happening across all age
multiscreen world. One in four tell us they use an internet-enabled groups and markets. Even for those over 55, 4 in 10
television (a smart TV). And similar to the go online while watching TV, and for some groups
We asked consumers from 40 markets around the eReader, adoption rates do not differ much for such as young Norwegians or Bulgarians, its more
world in 2012 whether they used smartphones, different age groups. However, adoption of the than 9 out of 10.
tablets, and computers. Back then, 43% of the internet-enabled television is much bigger in
population were using one of those devices, 26% families with high income (40%) than low (17%). A
were using two, while only 6% were using all three few markets also stand out: Denmark, Norway,
of them. Four years later, four times as many Singapore, South Korea and the UK all have
people are using all three devices. adoption rates nearing 50%.

In the expanded group of 56 countries, we recently But a new TV set is not the only way to bring digital
asked consumers which devices they currently use, content to the big screen: Across markets, 19%
asking about more devices than just the big three. own a digital device to save or record TV
This led to some interesting insights: For instance, programmes, while 10% own a digital device to
just 3% use an eReader - although the adoption rate stream internet content on the TV screen, such as
is a lot higher in some markets including the UK an Apple TV or Chromecast. That last category of
(12%) and Russia (11%). Just 4% told us they use a devices sees very high adoption rates in some of
wearable digital device, such as a smartwatch. But the markets where internet-enabled televisions are
this is also a device with some big regional also successful, including Denmark, Norway and
differences. If a Dutchman travels to Australia, hell the UK, where they just cant seem to get online
likely be surprised at the number of wearables. Nine enough with their TVs.
Rise of the Three-Screeners: One in Four Use Most Internet Users Go Online While Watching TV
Smartphone, Tablet and Computer 13 / 28 tablet)
Question asked: In the past month, did you go online via another device (eg. computer, smartphone,
while watching TV? (see page 26)
Question asked: Which, if any, of the following devices do you currently use?

58%
Smartphone, Tablet and Computer (see page 26)

30%

23%

15%

8%

0% ...of internet users go online

2012 2013 2014 2015 2016 while watching TV

Vast differences in adoption of wearables Second Screen:

Question asked: How many of the following devices do you currently use? (Wearable) (see page 26) All Age Groups Go Online While Watching TV
Question asked: In the past month, did you go online via another device (eg. computer, smartphone,
tablet) while watching TV? (see page 26)

10% 80%

8%
60%

6%
40%
4%

20%
2%

0% 0%

Greece Nigeria India Average Hong Kong Sweden USA Australia Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-54 yrs. 55+ yrs.
Connected Devices
1 5
How many internet connected devices does the average person use? 14 / 28
Not included

In Malaysia the average person uses 1,8 internet

People from Kuwait on average use 4,4 internet connected Across all markets polled the global mean is 2,5 internet
connected device, while in neighbouring Singapore
devices, while people from Kenya only use 0,8 connected device in use per person
people use 3,1
 15 / 28

Trusted Sidekick
Trusted Sidekick 16 / 28

In order examine to what extent the smartphone is Across most of Asia and the Middle East, watching Those under 25 are much more prone to using their
taking over the role as the primary device, weve online video on your smartphone is especially smartphone than the computer for a variety of
asked internet users what tasks they do with their common. In Hong Kong, Malaysia, Saudi Arabia, tasks. Every week, 70% use search engines, 54%
smartphones and how often. Our new companion is Singapore, Taiwan, Thailand, Turkey and the United check email, 19% play games, and 26% look for
the smartphone, and users from around the globe Arab Emirates, more than 60% report this behaviour. product information.
tell us a riveting story about how they put their But no country matches Vietnam, where more than
smartphones to use. three in four internet users tell us they watch online The smartphone is also catching up as a shopping
video on their smartphone every week, including half device: Globally, one in five look for product
Some tasks have caught on very rapidly on of Vietnamese over the age of 55. information on their smartphone at least weekly,
smartphones. Search engines, for instance, are now while 4% tell us they use their phone to purchase
used on smartphones by 51% of internet users, If you are young, the smartphone is also where you products or services at least weekly, rivaling the use
rivalling the reach of search on computers. And we go to interact with your friends. Three in four of computers for these purposes. In some countries,
know from other data sources that the sheer volume internet users under the age of 25 tell us that they the smartphone is even more popular. For example,
of searches on smartphones has already surpassed visit social networks on their phone every week, and in the UK 19% are buying products or services on
that of computers. almost as many do so daily. Just over half within the their phone at least weekly, while 35% look for
same age group visit social networks on their product information. This trend is also more distinct
The smartphone is transforming how we watch computer every week. the younger consumers are.
video: 4 in 10 internet users tell us that they watch
online video on their smartphone every week. And This trend really shows across the European
the younger you are, the more common this is. If markets, where 81% of those under 25 visit social
you are under 25, two thirds of your peers watch networks on their smartphones weekly, while the
online video on smartphones every week. In the same is only true for 14% of those over the age of
same age group, 58% watch online video on their 55. Among all internet users across all 56 markets,
computer every week. 51% visit social networks on their phone every week.
Let Me Just Google That If You Are Young, the Smartphone Is the Device
Question asked: How often do you through your web browser or apps on a smartphone?
Use search engines (at least weekly) (see page 27)
to Meet Your Friends. Three in Four Use Social
17 / 28

Networks on Their Phones Weekly

51%
Question asked: How often do you through your web browser or apps on a smartphone?
Visit social networks (at least weekly) (see page 27)

80%

76%
67% 60%

52%
40%
40%

20%
20%

...of internet users use search engines 0%

on their smartphones every week Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-54 yrs. 55+ yrs.

Sent From My Phone: Smartphones Have Become Video on the Smartphone: Were Using Our
an Email Tool as Widespread as the Computer Phones to Stream Online Video. Selected Markets
Question asked: How often do you through your web browser or apps on a smartphone / tablet / Question asked: How often do you through your web browser or apps on a smartphone?
computer? Check email (at least weekly) (see page 27) Watch online videos (at least weekly) (see page 27)

Nigeria 7
Japan 16

60% India 23
Germany 26
China 33
45%
46% Average (55 markets) 41
43%
United Kingdom 43
30% USA 45
Spain 48
Brazil 50
15%
14% South Korea 54
Taiwan 64
0%
Turkey 68
Vietnam 77
Smartphone Computer Tablet
0% 20% 50% 75% 100%
Online Video
10% 80%
How large a share of the population watches online video on their smartphone at least weekly? 18 / 28
Not included

In South Africa, just 11% of internet users watch online Across the four middle eastern countries polled, 64% say
Across all markets polled, 41% of internet users watch
vidoes on their smartphone at least weekly, while in they watch online videos on their smartphones at least
online videos on their smartphone at least weekly
Vietnam 77% say the same weekly. Across European markets, just 37%
 19 / 28

Everyday Revolution
Everyday Revolution 20 / 28

Its probably been a long time since you set an For early adopters, using your phone as a clock, a
alarm on an old fashioned alarm clock. Indeed, for camera or a way of listening to music might seem
more than half of smartphone users around the quite mundane. And indeed, this is not all we use
globe, their phone is now their favourite way to our smartphones for. For 39%, its the primary way
carry out everyday tasks such as telling time (60%) to check the news (including one in three over the
or setting their alarm clock (61%). This means that age of 55). A similar share of consumers has the
the smartphone is now the first thing you reach for phone as their primary means to check the weather
in the morning, a silent transition that has taken and to play games. For one in four, its the primary
place across virtually all markets and all age way to access travel/traffic/maps, 17% manage
groups. shopping or to-do lists, and 26% primarily manage
their diary and appointments on their smartphones.
The alarm clock is obviously not the only piece of
technology the smartphone is replacing. Two thirds There are, however, some smartphone activities
of smartphone users tell us the phone is their that havent caught on (yet). Just 12% of
primary means for taking photos. And this goes for smartphone users primarily read books and
all age groups, including 6 out of 10 people over the magazines on their phone. And only 7% tell us the
age of 55. smartphone is their primary way of tracking health/
diet/activity.
For half of smartphone users, it is also the primary
way to listen to music. But with music, we see a
distinct age gap: For those under 25, almost two
out of three have the smartphone as their primary
way to listen to music. But for the oldest age group,
those over 55, the same applies only to one in four.
For 6 in 10, the Smartphone Is the First Thing to The Smartphone Is the Preferred Camera for
Reach for in the Morning All Age Groups 21 / 28

Question asked: In general: for which of the following do you primarily use your mobile phone? Question asked: In general: for which of the following do you primarily use your mobile phone?
Set Alarm Clock (see page 28) Take Photos/Videos (see page 28)

80% 80%

65% 65% 60% 65% 60%

64% 62%
62% 59% 59%
58%
52%
40% 40%

20% 20%

0% 0%

Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-54 yrs. 55+ yrs. Under 25 yrs. 25-34 yrs. 35-44 yrs. 45-54 yrs. 55+ yrs.

Music Is Everywhere Smartphones Are Used for a Plethora of Tasks

Question asked: In general: for which of the following do you primarily use your mobile phone? Question asked: In general: for which of the following do you primarily use your mobile phone?
Listen to music (see page 28) (see page 28)

63%
Check news 39

Play games 39

Check weather 38

Manage diary / appointments 26

Access travel / traffic / maps 24

Manage shopping / to-do lists 17

Read books / magazines 12

Track health / diet / activity levels 7

...of smartphone users under 25 years say the

smartphone is their primary way of listening to music 0% 10% 20% 30% 40%
Music on the Smartphone
5% 80%
How large a share of the population under 25 listens to music on their smartphone at least weekly? 22 / 28
Not included

Music happy Scandinavians! 78% of Norwegian internet

Across all markets polled, 44% of internet users under 25 In the US, 58% of internet users under 25 listen to music
users under 25 listen to music on their smartphones
say they listen to music on their smartphones at least on their smartphone at least weekly, while just across the
topping this list, followed by Sweden (74%), Ireland (74%)
weekly. For those over 55, its just 6% border in Mexico its just 19%
and Denmark (73%)
End Note 23 / 28

This report presents a flavor of the findings from

our massive, multi-year research project. On
consumerbarometer.com you can dive deeper into
the numbers and compose your own graphs across
markets and demographics.

Our work on documenting how people around the

world use the internet doesnt stop here. Our next
wave of questions is in the pipeline and results will
hit the website in 2017. Our research continues to
expand to new markets and develop in scope to
keep up with the rapid development of technology
and how people put it to use.

We will follow along and document this global

revolution in the making, sharing data and insights
on consumerbarometer.com.

The Consumer Barometer site further describes the

survey method in detail.
The Internet: Global Property 24 / 28

More and More People Use Most People Are Online The Internet Is Used Daily The Internet Is Our First Place
the Internet More and More Several Times a Day by All Age Groups to Look for Information

Source: Source: Source: Source:

The Connected Consumer Survey The Connected Consumer Survey The Connected Consumer Survey The Connected Consumer Survey
2012-2016 2012-2016 2014 / 2015 / 2016 2014 / 2015 / 2016

Target group: Target group: Target group: Target group:

Total online and offline population Internet users (accessing via computer, tablet Internet users (accessing via computer, tablet Internet users (accessing via computer, tablet
or smartphone) or smartphone) or smartphone)
Question asked:
How often do you access the Internet for Question asked: Question asked: Question asked:
personal reasons, i.e. all non-business or work How often do you access the Internet for How often do you access the Internet for To what extent do you agree or disagree with
related purposes? Please think about your personal reasons, i.e. all non-business or work personal reasons, i.e. all non-business or work the following statements? Please evaluate
usage habits during the last month. related purposes? related purposes? each of the following statements on a scale
from 1 - strongly agree to 5 - strongly disagree.
Markets: Markets: Markets: When I need information, the first place I look is
40 global markets: AR, AU, AT, BE, BR, CA, CN, 40 global markets: AR, AU, AT, BE, BR, CA, CN, 43 global markets: UK, AT, BE, BG, HR, CZ, DK, the Internet.
CZ, DK, EG, FI, FR, DE, GR, HK, HU, IE, IL, IT, JP, CZ, DK, EG, FI, FR, DE, GR, HK, HU, IE, IL, IT, JP, FI, FR, DE, GR, HU, IE, LV, LT, NO, PL, PT, RO, RU,
MX, NL, NZ, NO, PL, PT, RO, RU, KSA, SK, ZA, MX, NL, NZ, NO, PL, PT, RO, RU, KSA, SK, ZA, RS, SK, ES, CH, UA, AU, CN, HK, JP, KR, MY, NZ, Markets:
ES, SE, CH, TW, TR, UAE, UK, UA, USA ES, SE, CH, TW, TR, UAE, UK, UA, USA PH, SG, TH, VN, CA, AR, BR, USA, IL, SA, NG 43 global markets: UK, AT, BE, BG, HR, CZ, DK,
FI, FR, DE, GR, HU, IE, LV, LT, NO, PL, PT, RO, RU,
RS, SK, ES, CH, UA, AU, CN, HK, JP, KR, MY, NZ,
PH, SG, TH, VN, CA, AR, BR, USA, IL, SA, NG
Smartphone Success 25 / 28

Smartphone Adoption Has Two Thirds Say the Smartphone Its Not That We Stopped Using Massive Change: The Smartphone
Doubled in Just Four Years Is Not Their Secondary Device Computers. Its Just an Age Thing Is No Longer a Secondary Device

Source: Source: Source: Source:

The Connected Consumer Survey The Connected Consumer Survey The Connected Consumer Survey The Connected Consumer Survey
2012-2016 2015 / 2016 2014 / 2015 / 2016 2012 - 2016

Target group: Target group: Target group: Target group:

Total online and offline population Internet users (accessing via computer, tablet Internet users (accessing via computer, tablet Internet users (accessing via computer, tablet
or smartphone) or smartphone) or smartphone)
Question asked:
Which, if any, of the following devices do you Question asked: Question asked: Question asked:
currently use? Smartphone How often do you use the Internet - through How often do you use the Internet - through How often do you use the Internet - through
your web browser or apps for personal your web browser or apps for personal your web browser or apps - for personal
Markets: reasons (i.e. all non business or work-related reasons (i.e. all non business or work-related reasons (i.e. all non business or work-related
40 global markets: AR, AU, AT, BE, BR, CA, CN, purposes) on a [computer / smartphone / purposes) on a [computer / smartphone / purposes) on a [computer / smartphone /
CZ, DK, EG, FI, FR, DE, GR, HK, HU, IE, IL, IT, JP, tablet]? tablet]? tablet]?
MX, NL, NZ, NO, PL, PT, RO, RU, KSA, SK, ZA,
ES, SE, CH, TW, TR, UAE, UK, UA, USA Markets: Markets: Markets:
56 global markets: UK, AT, BE, BG, HR, CZ, DK, 43 global markets: UK, AT, BE, BG, HR, CZ, DK, 40 global markets: AR, AU, AT, BE, BR, CA, CN,
EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, FI, FR, DE, GR, HU, IE, LV, LT, NO, PL, PT, RO, RU, CZ, DK, EG, FI, FR, DE, GR, HK, HU, IE, IL, IT, JP,
PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, RS, SK, ES, CH, UA, AU, CN, HK, JP, KR, MY, NZ, MX, NL, NZ, NO, PL, PT, RO, RU, KSA, SK, ZA,
HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN, PH, SG, TH, VN, CA, AR, BR, USA, IL, SA, NG ES, SE, CH, TW, TR, UAE, UK, UA, USA
CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG,
ZA
Multiscreen World 26 / 28

Rise of the Three-Screeners: One Most Internet Users Go Online On Average, We Use 2,5 Internet Second Screen: All Age Groups
in Four Use Smartphone, Tablet While Watching TV Connected Device Go Online While Watching TV
and Computer
Source: Source: Source:
Source: The Connected Consumer Survey The Connected Consumer Survey The Connected Consumer Survey
The Connected Consumer Survey 2014 / 2015 / 2016 2016 2014 / 2015 / 2016
2012-2016
Target group: Target group: Target group:
Target group: Internet users (accessing via computer, tablet Total online and offline population Internet users (accessing via computer, tablet
Total online and offline population or smartphone) / TV Viewers or smartphone) / TV Viewers
Question asked:
Question asked: Question asked: How many of the following devices do you Question asked:
Which, if any, of the following devices do you In the past month, did you go online via currently use? Wearable In the past month, did you go online via
currently use? Smartphone, Tablet and another device (eg. computer, smartphone, another device (eg. computer, smartphone,
Computer tablet) while watching TV? Markets: tablet) while watching TV?

Markets: Markets: Markets:
40 global markets: AR, AU, AT, BE, BR, CA, CN, 56 global markets: UK, AT, BE, BG, HR, CZ, DK, 39 global markets: UK, AT, BE, BG, HR, CZ, DK,
CZ, DK, EG, FI, FR, DE, GR, HK, HU, IE, IL, IT, JP, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, FI, FR, DE, GR, IE, LT, NO, PL, PT, RO, RU, RS,
MX, NL, NZ, NO, PL, PT, RO, RU, KSA, SK, ZA, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, SK, ES, CH, UA, AU, CN, HK, JP, KR, MY, NZ, PH,
ES, SE, CH, TW, TR, UAE, UK, UA, USA HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN, SG, TH, VN, CA, AR, BR, USA, IL, SA
CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG,
ZA
Trusted Sidekick 27 / 28

Let Me Just Google That If You Are Young, the Smartphone Is Sent From My Phone: Smartphones Video on the Smartphone: Were
the Device to Meet Your Friends. Have Become an Email Tool as Using Our Phones to Stream Online
Source: Three in Four Use Social Networks Widespread as the Computer Video. Selected Markets
The Connected Consumer Survey on Their Phones Weekly
2015 / 2016 Source: Source:
Source: The Connected Consumer Survey The Connected Consumer Survey
Target group: The Connected Consumer Survey 2015 / 2016 2015 / 2016
Internet users (accessing via computer, tablet 2015 / 2016
or smartphone) Target group: Target group:
Target group: Internet users (accessing via computer, tablet Internet users (accessing via computer, tablet
Question asked: Internet users (accessing via computer, tablet or smartphone) or smartphone)
How often do you through your web browser or smartphone)
or apps on a smartphone? Use search engines Question asked: Question asked:
(at least weekly) Question asked: How often do you through your web browser How often do you through your web browser
How often do you through your web browser or apps on a smartphone / tablet / computer? or apps on a smartphone? Watch online videos
Markets: or apps on a smartphone? Visit social Check email (at least weekly) (at least weekly)
56 global markets: UK, AT, BE, BG, HR, CZ, DK, networks (at least weekly)
EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, Markets: Markets:
PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, Markets: 56 global markets: UK, AT, BE, BG, HR, CZ, DK, 56 global markets: UK, AT, BE, BG, HR, CZ, DK,
HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN, 48 global markets: UK, AT, BE, BG, HR, CZ, DK, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL,
CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, PT, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN,
ZA RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, HK, HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN, HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN,
JP, KR, MY, NZ, PH, SG, TW, TH, VN, CA, MX, CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG, CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG,
AR, BR, USA, IL, SA ZA ZA
Everyday Revolution 28 / 28

For Six in 10, the Smartphone Is The Smartphone Is the Preferred Music Is Everywhere Smartphones Are Used for a
the First Thing to Reach for in Camera for All Age Groups Plethora of Tasks
the Morning Source:
Source: The Consumer Barometer Survey Source:
Source: The Consumer Barometer Survey 2014/15 The Consumer Barometer Survey
The Consumer Barometer Survey 2014/15 2014/15
2014/15 Target group:
Target group: Internet users who use a smartphone / under Target group:
Target group: Internet users who use a smartphone 25 years old Internet users who use a smartphone / under
Internet users who use a smartphone 25 years old
Question asked: Question asked:
Question asked: In general: for which of the following do you In general: for which of the following do you Question asked:
In general: for which of the following do you primarily use your mobile phone? primarily use your mobile phone? In general: for which of the following do you
primarily use your mobile phone? Take Photos/Videos Listen to music primarily use your mobile phone?
Set Alarm Clock
Markets: Markets: Markets:
Markets: 55 global markets: UK, AT, BE, BG, HR, CZ, DK, 55 global markets: UK, AT, BE, BG, HR, CZ, DK, 56 global markets: UK, AT, BE, BG, HR, CZ, DK,
55 global markets: UK, AT, BE, BG, HR, CZ, DK, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL,
EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, NL, NO, PL, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN,
PT, RO, RU, RS, SK, SI, ES, SE, CH, UA, AU, CN, HK, IN, JP, KR, MY, NZ, PH, SG, TW, TH, VN, CA, HK, IN, JP, KR, MY, NZ, PH, SG, TW, TH, VN, CA, HK, IN, ID, JP, KR, MY, NZ, PH, SG, TW, TH, VN,
HK, IN, JP, KR, MY, NZ, PH, SG, TW, TH, VN, CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG, ZA MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG, ZA CA, MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG,
MX, AR, BR, USA, IL, SA, TR, UAE, KE, NG, ZA ZA.