No one uses smartphones more than the Swiss
Google Switzerland and Ricardo.ch have presented the latest figures on the behavior of Swiss mobile users. Our country tops the list: Swiss users are the European champions when it comes to mobile internet.
More users search for products and services on their smartphones in Switzerland than in any other neighboring country - and they also store heavily on their mobile phones. Shoppers spend more money per item on their cell phone than when shopping online on their desktop, and they are buying more and more on the move: compared to the previous year, purchases increased by 79% in 2012, as the latest statistics from Ricardo.ch show.
The Swiss are more mobile than average and use their smartphones more extensively than their European neighbors. This is confirmed by the study "Our Mobile Planet - Switzerland", which shows that the Swiss population is among the best in Europe when it comes to mobile internet. Mobile search queries in Switzerland are increasing rapidly, with 96% of local smartphone users having already searched for a product or service on their mobile device. Switzerland is the country with the most mobile searches for vacations and travel in Europe.
In its first mobile user analysis, Ricardo.ch has observed rapid growth in purchases via cell phone: Almost 14 percent of all access to the website is from cell phones. "The trend will continue, and we expect this figure to rise to 20 percent by the end of the year," says Ricardo.ch CEO Heiner Kroke. According to Heiner Kroke, active mobile users have made 79 percent more purchases this year than in the previous year.
There are clear differences in behavior between Apple mobile users (iPhone and iPad) and owners of devices with other mobile operating systems (Android, OVI): iPhone users surf Ricardo.ch a lot, and they buy more and at higher prices than other users. Mobile shoppers are also generally more "profitable" than desktop shoppers: the average selling price is significantly higher. In contrast to the buying behavior on the desktop PC, female buyers are more active on Ricardo.ch than male buyers, their mobile share of bids is 12.8 percent, while that of men is 10.5 percent. On average, men spend 33 francs more per item than women.
