GWI Device Summary February 2014 GlobalWebIndex s quarterly report on the latest global trends in internet, smartphone and tablet usage providing insights on topline and regional levels of engagement as well as key behaviors and demographic stories. 1
Introduction GWI Device is where GlobalWebIndex presents the very latest figures for smartphone and tablet usage across 32 markets and nearly 90% of the global internet audience. Drawing on data from our Q4 2013 wave of research, we offer insights on: How and where people are going online The prevalence of multi-channel internet access and device sharing Favored operating systems for tablets and mobiles The most popular apps, activities and online behaviors across devices Defining differences at a country and demographic level In this summary, we provide the key headlines and statistics from the report. For more detailed insights, coverage and implications, please see the full version. Further data can also be accessed via our pre-cut data packs available in the Insight Store. 2
Smartphones and Tablets Enjoy Strong Growth Mobiles and tablets have become major internet access points: 65% and 29% respectively are using these devices to go online, with the highest national figures being recorded in China (83% and 39%). At a global level, smartphone internet users were up by 19% during 2013 with the estimated mobile internet audience now exceeding 994 million people. Tablet usage climbed at an even faster 45% to approach the 450 million mark. Smart TVs (11%) and e-readers (7%) remain less widespread but are posting rapid growth. Global user numbers for both devices jumped by more than 60% in 2013. Nearly a quarter (24%) of Americans report that they want to purchase Google Glass when it becomes available, with only 20% saying that they definitely wouldn t buy it. INTERNET ACCESS BY DEVICE % of internet users going online via the following devices Millions of internet users going online via the following devices Question: In the past month, from which of the following devices have you accessed the internet either through a web browser or an application? Source: GlobalWebIndex Q4 2013 /// Base: Global internet users aged 16-64 3
Multi-Channel Access, Device Sharing and VPN Usage All Widespread Just 22% of PC/laptop users do not use other devices to access the internet: multi-device internet usage has become the default approach. Device-sharing is also widespread. More than half (54%) of tablet users say that they share their device with other people (a figure which peaks at 73% in Argentina). And nearly a quarter (23%) say the same about their mobiles devices which have traditionally been seen as much more personal. Mobile-only internet usage is highest in many fast-emerging internet markets. In Indonesia, for example, 28% of the mobile internet audience are mobile-only users a figure which compares to just 5% in the US. Globally, 28% of internet users say that they use VPNs (virtual private networks) or proxy servers when they go online. The most popular reason among this group is to access better entertainment content (52%). DEVICE SHARING Tablet Question: Thinking about the devices you use to access the internet, can you please tell us how many, if any, other people use each device? Source: GlobalWebIndex Q4 2013 /// Base: Global internet users aged 16-64 4
Android is the Dominant Mobile Operating System Android continues to increase its share of the mobile OS market: 65% of the mobile internet population are using it, representing a climb of 38% across 2013 and an impressive 270% since Q4 2011. It is most prevalent in South Korea, China and Malaysia (75%+ in each market). ios for the iphone is a distant second used by 20% of the global mobile internet audience. However, this still represents an increase in estimated user numbers of 181% since the end of 2011 and ios has a much greater than average market share in nations such as the US (42%), Australia (40%) and Canada (37%). Just 5% are now using the BlackBerry OS, down from 9% at the end of 2011. SMARTPHONE OPERATING SYSTEMS % mobile internet users using the following operating systems Question: What operating system runs on your mobile? Source: GlobalWebIndex Q4 2013 /// Base: Mobile internet users aged 16-64 5
SMARTPHONE OPERATING SYSTEMS Millions of internet users Question: What operating system runs on your mobile? Source: GlobalWebIndex Q4 2013 /// Base: Mobile internet users aged 16-64 Android Edges Further Ahead for Tablets Android tops the list once again when we look at tablet operating systems used by 53% of the tablet population (vs. 40% for ios). Android now has 30% more users than Apple and, between Q2 2011 and Q4 2013, its tablet OS saw a dramatic 694% increase in its estimated audience size. The corresponding figure for ios over this period is 300%. There are strong differences at a country level though, driven heavily by the different price points of Android and ios tablets. In Japan, Australia, Singapore and Sweden, more than 50% of the tablet population are using ios. In contrast, around 75% or more of tablet users in Poland, India, Indonesia and Brazil are using Android. Compared to general internet users, the tablet audience comprises a much bigger share of 25-34s (as well as a smaller percentage of 16-24s). Tablet users are also noticeably more likely to come from the top income bracket, to be brandaware and to be carrying out a wide range of online activities. More than 50% of tablet users are watching films / TV shows on their devices, and tablets are also seeing the fastest rising audience numbers for all of the online behaviors tracked by GWI. 6
TOP MARKETS FOR LEADING TABLET OPERATING SYSTEMS Question: What operating system runs on your tablet? Source: GlobalWebIndex Q4 2013 /// Base: Tablet internet users aged 16-64 7
Big Rises for Messaging and Social Apps About half of the mobile internet population are using the Google Maps and Facebook apps. The latter posted consistent growth last year climbing from 38% in Q1 to 50% in Q4. This reflects a broader trend of social apps and messenger apps in particular enjoying considerable growth during 2013. Between Q3 and Q4, the biggest global increases in estimated user numbers were seen for WeChat/Weixin (+62%), Kik Messenger (+58%) and Snapchat (+56%); strong rises were also recorded by Kakao Talk (49%), Line (37%) and WhatsApp (+23%). Weixin (WeChat) has achieved a huge penetration rate in China (84%), but it also tops the 40% mark in India and Hong Kong. In fact, while its global audience outside of China is a relatively small 14%, this represents a 379% increase in size between Q2 and Q4. APP GROWTH Question: Which of the following mobile / tablet applications have you used in the past month? (on any device) Source: GlobalWebIndex Q4 2013 /// Base: Mobile internet users aged 16-64 8
Jason Mander Head of Trends E: jason@globalwebindex.net /// O: +44 20 7731 1614 A Trendstream Limited, Bedford House, 69-79 Fulham High Street, London, SW6 3JW, England www.globalwebindex.net 9