Mobile device adoption forges ahead

Warc, 30 June 2014

LONDON: Three-quarters (74%) of consumers now use a smartphone to watch online videos while tablet ownership for business has tripled over the past three years to 61%, a new global study has revealed.

Based on the mobile behaviour of more than 23,500 senior executives and consumers across 43 countries, the latest Global Mobile Survey from IDG Global Solutions also highlighted the extent of change driven by new devices.

For example, in a sign of how the boundaries between business and personal life have become increasingly blurred, 80% of all respondents research products or services for business on a tablet in the evening.

In addition, 40% have replaced either their desktop or laptop with a tablet, a device which 50% of respondents also use to read newspapers.

Multi-tasking, too, has become a regular feature of respondents' lives – 61% use another device at the same time as their tablet while 58% do the same while using their smartphone.

IDG argued that the evolution of mobile presents great opportunities for brands, although its survey also revealed ongoing concerns about security and mobile access.

Among executives, lack of mobile enabled websites (45%) and security concerns (43%) are the main reasons for them not to make a purchase via their smartphone.

Christina Carstensen of IDG Global Solutions said the "mobile evolution" is having a profound effect on businesses and consumers, and brands needed to develop closer relationships with their customers.

"We have moved beyond media convergence to a convergence of technology and humans, and brands more than ever need to show their human side to communicate in a relevant, engaging and intuitive way," she said.

This might be reinforced by other survey findings that 91% of 18-24 year-olds and 85% of 25-34 year-olds use social networks and apps on their smartphone while 65% of 25-34 year-olds use another device or screen, mostly TV, while using a tablet.

IDG advised brands that they are more likely to engage younger consumers and stimulate social media shares by producing high quality social content and video.

Data sourced from IDG Global Solutions; additional content by Warc staff