Study: Mobile Web and App Usage Now at Parity
The online analytics company comScore released its annual "Mobile Future in Focus" report earlier this morning. Just ahead of the Mobile World Congress in Barcelona next week, comScore is taking a closer look at how consumers in the U.S., the five largest European markets and Japan are using their phones. The report is far too long to be summarized here, but here is an interesting statistic that I don't think most people are aware of: mobile Internet users now use apps at about almost exactly the same rate as they use the web on their devices.
European Smartphone Users Still Different from their U.S. Counterparts
There are some interesting differences between the U.S. and the top European countries. Even though the overall smartphone penetration is about the same in the U.S., Germany, Spain, France, the UK and Italy (41.8% in the U.S., 44% in those five largest European markets), Europeans don't quite use the mobile web and apps at the same rate as their counterparts on the other side of the Atlantic.
Maybe this is due to the fact that European and U.S. users do have slightly different usage patterns, with European users, for example, using mobile email significantly less than U.S. users (30% vs. 41%). They also seem to be less interested in using social networking platforms and reading blogs while on the go (26% vs. 35%).
Another factor may be the higher popularity of tablets in the U.S. when compared to every other major market. According to comScore, more than 14% of U.S. smartphone owners also own a tablet. In Germany, that numbers is just 7.4%, while the other European countries fall in between the 8% to 11% range.
