This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS5 March 2014

GWI partners with OnDevice for mobile-only study

News UK

UK — GlobalWebIndex (GWI) partnered with OnDevice to conduct a pilot study of mobile-only internet use.

The study launched in November last year to 2,000 mobile internet users in China, Indonesia, the US and Vietnam. The Asia-Pacific markets were chosen for their varied positions along the internet development cycle, while the US provided the benchmark of a “mature internet market”.

Key findings from the pilot study included:

  • The mobile-only audience is larger in scale in fast-developing markets – Indonesia leads with 28% mobile-only users, followed by Vietnam with 23%
  • The vast majority of users in all markets are still connected via multiple devices
  • Mobile-only users more likely to be urban in the US and rural in emerging markets
  • Online behaviour shown by mobile-only internet users to be typically less engaged than for cross-platform internet users

Tom Smith, CEO & founder at GWI said: “The trend of mobile-only audiences is well-speculated but hasn’t been researched in-depth. After testing the audience, we have decided to integrate the data into our core study. It represents a key issue for advertisers, brands and web companies as a large section of the internet universe is currently unidentified.

“The blind spot that results from this is likely to misrepresent the accepted view of growing internet markets.”

@RESEARCH LIVE

0 Comments