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IDG Global Mobile Survey Puts Spotlight On The Mobile Evolution
|By Business Wire
|June 30, 2014 12:05 PM EDT
Global Solutions (IGS) recently released the 5th annual Global
Mobile Survey, the biggest ever study of consumer and business use
of mobile devices.
The study highlights:
Dramatic increase in mobile video consumption: 75% of consumers use a
smartphone to watch online videos compared with 61% in 2012.
Mobile replaces traditional media: 50% of respondents use a tablet to
read newspapers, and 40% have replaced either the desktop or laptop
with a tablet device.
Blurring boundaries between business and personal life: 80% of all
respondents research products or services for business on a tablet in
Lack of mobile-enabled websites and security concerns remain the
biggest barriers to the growth of purchases on smartphone.
The survey, conducted among more than 23,500 executives and consumers
across 43 countries, focuses on four key areas:
Mobile Executives: How executives use mobile devices—especially for
Mobile Business: How and when audiences research and purchase products
on mobile devices
Mobile Millennials vs. Generation X: Differences in consumer behavior
across video, social and commerce
Mobile Lifestyle: How audiences use multiple screens, socialize and
buy on mobile devices
The research also reveals that video consumption has become pervasive on
mobile devices, with 75% of respondents using smartphones and 87%
tablets to watch online video. Millennials and C-suite executives,
meanwhile, are near equal consumers of tablet video with 92% of 18- to
34-year-olds and 91% of senior executives (CEO/COO/Chairman/President)
reporting they watch video on their tablet. Both audiences access all
kinds of video content—including YouTube, movies, TV shows and training
guides—although, senior executives are nearly twice as likely as
Millennials to watch promotional videos.
“The ‘mobile evolution’ is having a profound effect on consumers and
businesses,” said Christina Carstensen, IDG Global Solutions. “It has
kick-started the ‘always-on’ culture, presenting brands with
unprecedented opportunities 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.”
For senior executives, smartphones are a critical business tool. The
majority of senior executives (92%) own a smartphone used for business,
with 77% reporting they use their smartphone to research a product or
service for their business. While the majority (93%) go on to purchase
that product via the Internet using a laptop or desktop, 50% of these
executives have purchased IT products for business using their
smartphone, with 13% reporting making a purchase between $1,000 to
$4,999 (£600–2,999; €700–3,499).
Security concerns (45%) and having a website not mobile enabled (43%)
were the most common reasons for this audience not to purchase a product
via smartphone. Like mainstream consumers, senior executives want an
omni-channel purchase environment to seamlessly move between devices to
make IT purchases.
Mobile for Business
Tablet ownership has exploded among survey respondents, rising from 20%
in 2011 to 61% in 2014. In Latin America, 41% of respondents said their
tablet had replaced their laptop computer, with 59% reporting using
their tablet device to purchase IT products for their business, the
highest percentage of all regions surveyed. Software and computer
accessories were the IT products most frequently purchased for business
across all regions, reflecting significant opportunity for IT companies
willing to invest in mobile commerce innovations such as shoppable video.
Millennials vs. Generation X
Nearly all respondents aged 18 to 34 owned a smartphone, and 91% of 18-
to 24-year-olds and 85% of 25- to 34-year-olds used social networking
sites and apps on their smartphone. Only 38% of 18- to 24-year-olds
owned a tablet, however. Tablet ownership jumps to 55% among 25- to
34-year-olds, and 65% report using another device or screen, primarily
television (83%) at the same time as their tablet.
To reach these audiences, tech marketers are now competing with
mainstream brands on Facebook or trying to grab their audience’s
attention during television programs. B2B brands investing in quality
social content or video with high production values comparable to
television are most likely to engage young influencers and stimulate
social media shares.
Mobile Tech Lifestyle: Multitasking
The majority of Global Mobile Survey respondents are multitasking: 61%
use another device at the same times as their tablet, and 58% use
another device at the same time as their smartphone. In both cases the
majority of activity on these devices is unrelated.
To download the IDG Global Solutions white paper: "Mobile Evolution:
Connecting Content" go to: http://idgknowledgehub.com/mobileidg/idg-mobile-survey/
About International Data Group
Data Group (IDG™) is the world’s leading technology media, events
and research company. Founded in 1964 and headquartered in Boston,
Massachusetts, IDG products and services reach an audience of more than
280 million technology buyers in 97 countries.
IDG Communications’ global media brands include ChannelWorld®, CIO®,
CITEworld, CSO®, Computerworld®, GamePro®, InfoWorld®, ITworld®,
Macworld®, Network World®, PCWorld®, TechHive® and Techworld®. IDG’s
media network features 460 websites, 200 mobile apps and 180 print
titles spanning business technology, consumer technology, digital
entertainment and video games worldwide. The IDG TechNetwork represents
more than 570 independent websites in an ad network and exchange
complementary to IDG’s media brands.
With expertise in branding, lead generation and social media marketing,
IDG marketing services programs are strategically designed and
implemented to influence technology vendor prospects worldwide.
A recognized leader in conference and exhibition management, IDG
produces more than 700 globally branded technology and entertainment
conferences and events in 55 countries.
Data Corporation (IDC®), a subsidiary of IDG, has more than 1,000
analysts who provide global, regional, and local expertise on technology
and industry opportunities and trends in more than 110 countries.
Additional information about IDG is available at http://www.idg.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140630006098/en/
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