Mobile, Tablet and Internet Usage 2012

Northern and Central Europe (NACE) Report

TNS Infratest 12.05.2012

Agenda / Summary
Headline

1 2 3 4

Methodology Overall Device Usage General Internet Usage Demographics

Methodology

Methodology
Target group: General population aged 16 years and older Sample: 1,000 respondents, representative for the general population Methodology:
Telephone interviewing (CATI), random digit dialling, fixed / mobile sample (share of mobile sample depending on fixed line telephone penetration per country) Weighting variables: Age, Gender, Education, Working Status, Region

Fieldwork period: January / February 2012 Research company: TNS Infratest

Participating Markets NACE

Country
DE Germany AT Austria CH Switzerland UK United Kingdom IE Ireland BE Belgium

Universe
70.0 million 7.0 million 6.5 million 50.7 million 3.5 million 8.9 million

Country
NL Netherlands SE Sweden FI Finland NO Norway DK Denmark

Universe
13.5 million 7.7 million 4.4 million 3.9 million 4.5 million

Overall Device Usage

Main Device Usage Mobile Phones & Tablets

In Norway, Sweden and UK every second adult uses a smartphone. Highest tablet usage in Norway and Netherlands with a distinct gap to other markets.
Mobile Phone (Total)
DE 78% 89% 88% 87% 94% 71% 91% 94% 96% 96% 93%
0% 25% 50% 75% 100%

Smartphone
DE AT CH UK IE BE NL SE FI NO DK
0% 25%

Basic Mobile Phone

DE AT CH UK IE BE 43% 51% 38% 54% 45%
50% 75% 100%

Tablet
62% 64% 58% DE AT CH UK IE BE NL SE 74% 58% 60% FI NO DK
0%

29% 36% 43% 51% 43% 22%

5% 7% 11% 11% 10% 7% 18% 11% 7% 20% 13%

25% 50% 75% 100%

DACH

AT CH

Brits

UK IE BE NL SE

50% 58% 60% 63% 54%

BENE

NL SE FI NO DK
0% 25% 50%

Nordics

FI NO DK

75% 100%

Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents 7

Main Device Usage PCs

In every market laptops are more common than desktops Norway has highest laptop share. Netbook usage across all countries is low but increasing.
PC (Total)
DE 76% 81% 83% 79% 84% 77% 91% 89% 76% 96% 90%
0% 25% 50% 75% 100%

Desktop PC
DE AT CH UK IE BE NL SE FI NO DK
0% 25%

Laptop / Notebook
42% 46% 48% 43% 43% 42% 59% 55% 41% 45% 47% DE AT CH UK IE BE NL SE FI NO DK
0% 25% 50%

Netbook / Webbook
54% 59% 61% 64% 69% 56% 69% 69% 58% 86% 74%
75% 100%

DE AT CH UK IE BE NL SE FI NO DK
0%

10% 8% 6% 9% 7% 5% 8% 9% 10% 10% 5%

25% 50% 75% 100%

DACH Brits BENE Nordics

AT CH UK IE BE NL SE FI NO DK

50%

75% 100%

Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents 8

Device Usage III

Highest usage of Internet enabled TV in Belgium, Netherlands and Sweden Handheld gaming devices popular in UK & IE as well as BE & NL
Portable Media Player with Web Access
DE 16% 21% 26% 21% 22% 16% 17% 16% 9% 24% 13%
0% 25% 50% 75% 100%

Internet Enabled TV
DE AT CH UK IE BE NL SE FI NO DK
0%

Handheld Gaming Device

DE AT CH UK IE BE NL SE FI NO DK 7% 6% 10% 23% 19% 13% 17% 11% 5% 12% 8%
0% 25% 50% 75% 100%

eReader
DE AT CH UK IE BE NL SE FI NO DK
0%

13% 13% 17% 17% 9% 18% 20% 19% 10% 15% 17%
25% 50% 75% 100%

3% 3% 2% 11% 9% 2% 6% 2% 2% 7% 1%
25% 50% 75% 100%

DACH

AT CH

Brits

UK IE BE NL SE

Nordics

BENE

FI NO DK

Q12: Which, if any, of the following devices do you currently use? Base (weighted): All Respondents 9

General Internet Usage

10

(Private) Internet Usage

Across all countries (private) internet usage is on a high level. In the Netherlands, Norway and Denmark private usage reaches 90%.
Internet Users DE
n=1000 n=1000 n=1000 n=1000 n=1000 n=1000 n=1005 n=1000 n=1004 n=1000 n=1000 0% 25% 50% 75%

Private Internet Users 82% 83% 87% 81% 84% 79% 92% 90% 77% 97% 91% DE AT CH UK IE BE NL SE FI NO DK 75% 96% 90% 80% 81% 85% 80% 83% 77% 91% 89%

DACH

AT CH

Brits

UK IE BE NL SE

Nordics

BENE

FI NO DK

100% 0% 25% 50% 75% 100% Q5: How often do you access the internet for any reason (personal or job-related)? (within last 3 months) Q6: How often do you access the internet for personal reasons? Base (weighted): All Respondents 11

Private Internet Usage via PC

Almost every PC user goes online with it. High daily usage in Norway, Sweden and the Netherlands.
Private Internet Users via PC DE
n=733 n=760 n=802 n=765 n=804 n=723 n=890 n=864 n=745 n=943 n=882 0% 25% 50% 75%

Daily Internet Users via PC 96% 96% 98% 97% 96% 96% 97% 99% 97% 99% 96%
100%

DE AT CH UK IE BE NL SE FI NO DK

61% 57% 63% 60% 60% 62% 71% 73% 67% 78% 59%

DACH

AT CH

Brits

UK IE BE NL SE

Nordics

BENE

FI NO DK

0% 25% 50% 75% 100% Q16: How often do you use the internet for personal reasons on your computer? Base (weighted): Regular Users of PC (Personal Use) 12

Internet Usage via Smartphone

Three out of four smartphone users go online with it except Belgium and Germany. By far highest daily usage in Sweden.
Private Internet Users via Smartphone DE
n=288 n=359 n=427 n=509 n=427 n=222 n=437 n=507 n=383 n=543 n=451 0% 25%

Daily Internet Users via Smartphone DE 35% 39% 45% 51% 50% 30% 54% 66% 42% 53% 28%

64% 74% 78% 80% 77% 64% 82% 88% 77% 85% 74%

DACH

AT CH

AT CH UK IE BE NL SE FI NO DK

Brits

UK IE BE NL SE

Nordics

BENE

FI NO DK

50% 75% 100% 0% 25% 50% 75% 100% Q34: How frequently do you use the internet in general through your browser or apps on the smartphone for personal reasons? Base (weighted): Users of Smartphone (Personal Use) 13

Internet Usage via Tablet

Almost every tablet user goes online with it 60% daily. Only Ireland, Belgium and Denmark do not reach the 50%-level in daily usage.
Only showing markets with sufficient sample size

*Small sample results

Private Internet Users via Tablet 97% 96% 97% 88% 96% 99% 97% 91% 98% 91%
25% 50% 75% 100%

Daily Internet Users via PC Daily Internet Users via Tablet AT CH UK IE BE NL SE FI NO DK 49% 43% 48% 63% 63% 63% 66% 61% 62% 60%

DACH

AT CH UK IE BE NL SE

n=67*

n=105

Brits

n=105

n=98

BENE

n=62*

n=166

n=99

Nordics

FI NO DK

n=69*

n=191

n=121 0%

0% 25% 50% 75% 100% Q16: Q16: How often do you use the internet for personal reasons on your computer? Base (weighted): Regular Users of Tablet (Personal Use); Countries with base smaller than 50 respondents not shown 14

Smartphone Internet Access I

In most NACE-countries mobile networks are the most often used channel to go online via smartphone.
Wifi / WLAN @ home
DE 52% 38% 66% 62% 68% 58% 57% 53% 50% 67% 57%
25% 50% 75% 100%

Wifi / WLAN out of home

DE AT CH UK IE BE NL SE FI NO DK
0% 25%

UMTS/3G/ 4G/LTE
DE AT 73% 72% 61% 80% 71% 45% 72% 75% 86% 64% 82%

21% 14% 32% 35% 37% 27% 28% 16% 39% 35% 27%
50% 75%

DACH

AT CH UK IE BE NL SE

CH UK IE BE NL SE FI NO DK

Nordics

BENE

UK

FI NO DK
0%

100% 0% 25% 50% 75% 100% Q35: How do you connect to the internet with the smartphone? Base (weighted): Internet & Mail Users of Device Category (Personal Use) Smartphone 15

Smartphone Internet Access II

At least 50% of the smartphone onliners connect the smartphone only with one access channel In Austria, low Wifi usage & high access rates via mobile data
Wifi / WLAN @ OR out of home
DE
n=199 n=289 n=355 n=424 n=346 n=148 n=372 n=456 n=312 n=486 n=361 0% 25% 50%

Wifi / WLAN Exclusive

DE AT 75% 68% 74% 70% 65% CH UK IE BE NL SE FI 76% NO DK
100% 0%

UMTS/3G/4G/LTE Exclusive
DE AT CH UK IE 20% 30% 25% 19% 28% 39% 38% 21% 35% 35% 50%

59% 44%

21% 23% 34% 17% 28% 45% 22% 21% 9% 33% 15%
25% 50% 75%

DACH UK BENE

AT CH UK IE BE NL SE

BE NL SE FI NO DK

57% 58%

Nordics

FI NO DK

63%
75%

100% 0% 25% 50% 75% 100% Q35: How do you connect to the internet with the smartphone? Base (weighted): Internet & Mail Users of Device Category (Personal Use) Smartphone 16

Tablet Internet Access I

Wifi / WLAN @ home is the most common way to go online via tablet. Finland and Austria have the highest shares to use mobile networks.
(Only showing markets with sufficient sample size)
*Small sample results AT CH UK IE BE NL SE FI NO DK
n=65*

Wifi / WLAN @ home

70% 76% 93% 84% 71% 93% 79% 83% 83% 88%
25% 50% 75% 100%

Wifi / WLAN out of home

AT CH UK IE BE NL SE FI NO DK
0% 25%

UMTS/3G/ 4G/LTE
AT CH UK IE BE NL SE 7% 31% 48% 37% 21% 22% 24% 12% 21% 41%

19% 29% 34% 26% 25% 24% 23% 38% 37% 27%
50% 75% 100%

n=100

n=102

n=86

n=59*

n=163

n=96

n=63*

FI NO DK

n=187

n=111 0%

0% 25% 50% 75% 100% Q20: How do you connect to the internet with the tablet? Base (weighted): Internet Users of Device Category (Personal Use); Countries with base smaller than 50 respondents not shown 17

Tablet Internet Access II

Most tablet onliners use exclusively Wifi / WLAN for their Internet connection
(Only showing markets with sufficient sample size)
*Small sample results AT CH UK IE BE NL SE FI NO DK
n=65*

Wifi / WLAN @ OR out of home

79% 85% AT CH

Wifi / WLAN Exclusive

59% 72% 74% 88% 70% 90% 68% 49% 62% 78%
0% 25% 50% 75%

UMTS/3G/4G/LTE Exclusive
AT CH UK IE BE NL SE FI NO DK 21% 11% 2% 8% 8% 1% 12% 9% 7% 7%

n=100

n=102

97% UK 92% 82% IE BE 96% NL 86% 87% 91% 92%

25% 50% 75% 100%

n=86

n=59*

n=163

n=96

SE FI NO DK

n=63*

n=187

n=111 0%

100% 0% 25% 50% 75% 100% Q20: How do you connect to the internet with the tablet? Base (weighted): Internet Users of Device Category (Personal Use); Countries with base smaller than 50 respondents not shown 18

Demographics

19

Demographics Total Population I

All Respondents
16-34

DE n=1000

AT n=1000

CH n=1000

UK n=1000

IE n=1000

BE n=1000

NE n=1005

SE n=1000

FI n=1004

NO n=1000

DK n=1000

26%

29%

29%

31%

28%

29%

25%

30%

27%

28%

28%

Age

35-54

36%

37%

37%

34%

45%

35%

36%

33%

26%

36%

35%

55+

38%

34%

34%

34%

27%

36%

39%

38%

46%

35%

36%

Male

49%

48%

49%

50%

49%

49%

49%

49%

48%

50%

49%

Gender
Female 51% 52% 51% 50% 51% 51% 51% 51% 52% 50% 51%

Low

24%

19%

16%

12%

8%

13%

7%

18%

33%

3%

24%

Education

Medium

51%

69%

68%

60%

66%

47%

39%

67%

39%

23%

40%

High

25%

11%

15%

28%

26%

41%

54%

15%

28%

75%

36%

20

Demographics Total Population II

All Respondents
Employment Status
Working NonWorking

DE n=1000

AT n=1000

CH n=1000

UK n=1000

IE n=1000

BE n=1000

NE n=1005

SE n=1000

FI n=1004

NO n=1000

DK n=1000

48%

57%

56%

56%

54%

48%

56%

58%

53%

70%

52%

50%

42%

43%

44%

46%

52%

44%

42%

47%

30%

48%

25%

17%

22%

27%

11%

17%

23%

24%

28%

22%

26%

Household Size

36%

35%

34%

31%

24%

33%

35%

33%

37%

32%

33%

3 4 and more

17%

18%

15%

19%

19%

18%

13%

15%

11%

14%

14%

21%

28%

28%

23%

46%

31%

29%

28%

23%

32%

27%

21

Demographics Internet Users I

Internet Users (Personal Use)
16-34

DE n=797

AT n=809

CH n=855

UK n=796

IE n=830

BE n=775

NE n=919

SE n=892

FI n=757

NO n=961

DK n=899

31%

34%

33%

39%

34%

36%

27%

33%

36%

29%

31%

Age

35-54

40%

41%

40%

39%

47%

41%

39%

35%

33%

38%

38%

55+

29%

25%

26%

22%

20%

24%

34%

32%

31%

33%

31%

Male

52%

52%

51%

53%

48%

52%

52%

51%

51%

50%

51%

Gender
Female 48% 48% 49% 47% 52% 48% 48% 49% 49% 50% 49%

Low

18%

15%

14%

5%

4%

8%

5%

14%

19%

2%

22%

Education

Medium

54%

73%

69%

61%

65%

46%

40%

70%

45%

22%

40%

High

28%

12%

17%

34%

30%

46%

55%

16%

36%

76%

38%

22

Demographics Internet Users II

Internet Users (Personal Use)
Employment Status
Working NonWorking

DE n=797

AT n=809

CH n=855

UK n=796

IE n=830

BE n=775

NE n=919

SE n=892

FI n=757

NO n=961

DK n=899

57%

65%

63%

65%

59%

56%

60%

63%

67%

72%

57%

42%

34%

37%

35%

41%

43%

39%

37%

33%

27%

43%

21%

14%

18%

20%

8%

12%

20%

20%

19%

21%

22%

Household Size

34%

35%

33%

29%

21%

30%

35%

32%

38%

32%

33%

3 4 and more

19%

19%

17%

22%

19%

20%

14%

17%

14%

15%

15%

25%

32%

32%

28%

52%

37%

31%

31%

29%

33%

30%

23

Demographics Smartphone Users I

Smartphone Users (Personal Use)
16-34

DE n=288

AT n=359

CH n=427

UK n=509

IE n=427

BE n=222

NE n=437

SE n=507

FI n=383

NO n=543

DK n=451

47%

51%

45%

47%

47%

51%

39%

45%

46%

41%

45%

Age

35-54

35%

35%

41%

41%

43%

40%

44%

38%

35%

41%

41%

55+

18%

14%

14%

12%

11%

9%

17%

17%

20%

18%

14%

Male

55%

56%

56%

53%

50%

61%

54%

54%

57%

52%

56%

Gender
Female 45% 44% 44% 47% 50% 39% 46% 46% 43% 48% 44%

Low

14%

17%

16%

7%

3%

9%

3%

11%

17%

2%

20%

Education

Medium

58%

69%

66%

58%

64%

47%

39%

71%

45%

24%

39%

High

28%

14%

19%

34%

32%

44%

58%

17%

38%

74%

41%

24

Demographics Smartphone Users II

Smartphone Users (Personal Use)
Employment Status
Working NonWorking

DE n=288

AT n=359

CH n=427

UK n=509

IE n=427

BE n=222

NE n=437

SE n=507

FI n=383

NO n=543

DK n=451

66%

69%

70%

72%

62%

64%

70%

68%

73%

78%

66%

32%

30%

29%

28%

38%

35%

30%

32%

27%

21%

34%

15%

15%

12%

15%

4%

9%

15%

15%

19%

15%

16%

Household Size

32%

30%

31%

27%

19%

28%

27%

26%

30%

25%

26%

3 4 and more

24%

19%

20%

23%

20%

25%

16%

18%

16%

18%

18%

28%

37%

37%

34%

57%

36%

41%

41%

35%

42%

41%

25