Net-Metrix: More Internet Users on the Web with Smartphones than Laptops
The Net-Metrix Mobile Report 2012-2 confirms the continuing trend toward Internet use via mobile devices. More than 55 percent of Swiss Internet users—or about 3 million people—access the Web using smartphones and other mobile devices. Already, 15 percent do so using tablets.
This means that the group of tablet users has grown by 90% in just six months and now comprises around 780,000 Swiss people. The trend comparison of the Mobile Report reveals impressive growth rates: the group of SSD users has increased significantly by around 20% since the last survey six months ago and currently accounts for 55% of Swiss Internet users or 2.93 million people. This means that this group has almost doubled since the first survey two years ago.
The Net-Metrix report also clearly shows the dynamics of SSD heavy users, i.e. those people who use smartphones & co. on the web every day or almost every day: at 36.1 percent of online users or around 1.9 million people, this group has almost tripled since 2010. In other words: More and more Swiss people can also be found using small screen devices on the web and they are doing so with increasing frequency.
Mobile devices that can be used to access websites naturally also include laptops, notebooks and netbooks. In previous surveys, the share for this category was clearly ahead of all other types of mobile surfing devices at around 50% in each case. The current 2012-2 edition shows a slight shift for the first time: With a share of 52.7%, the category of internet-enabled cell phones and smartphones as a surfing device is in first place. In terms of all online users, the decline for the laptops & co. category since 2010 is therefore around 2%, for SSD users it is 7% and for SSD heavy users it is 10%.
Growth leap in the tablet user group
Tablet users, i.e. people who use tablets and eBook readers to consume internet content, have seen a real leap. While their share of online users was a modest 1.1% two years ago, this group now accounts for 14.7% of online users and reaches 780,000 Swiss citizens. This significant growth is likely to be due to Christmas sales in 2011 and the availability of new generations of devices, such as the iPad, in the first half of 2012.
Women catch up
In the first survey in summer 2010, the gender ratio of SSD users was clear: the proportion of women was just 30%. After just two years, this picture has changed significantly: Women are catching up more and more and currently already represent 43% of this user group. This trend is likely to be similar for tablet users, albeit with a slight time lag: While the proportion of women was 31.8% in 2011, this currently stands at 37.3%, which corresponds to an increase of 17% in just one year.
The Net-Metrix Mobile Report records the development of Internet usage across different types of mobile devices: Small Screen Devices (SSD) include Internet-enabled cell phones and smartphones as well as MP3 players or devices with a comparable screen size, such as iPods, PDAs and personal organizers, which enable the use of Internet content. On the other hand, tablet users include people who surf the net with tablets or eBook readers. The focus of the Mobile Report is therefore not on device ownership or general device use, but on Internet use.
