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2014-08-13 08:33

Phones going online

PC, tablet or phone? What devices do Danes, Lithuanians, Latvians and Turks most typically use to connect the web? Find the answers to these and more questions in a recent analysis published by Gemius. 

Tablet and phone usage seems to be a good reflection of the current situation and a prognosis of economic and social development of a country. In a developed market like Denmark, over 65 per cent of population (nearly 3 million individuals in June 2014) access the web with their smartphones, and nearly half of them (almost 2.2 million) use tablets for the same purpose.

"Measuring cross-platform usage, and doing so almost real-time, is essential for media owners to turn as large of their inventory into cash as possible - says Attila Weisz".

EU-members and emerging markets of Lithuania and Latvia go head to head, showing a more diverse picture. Every third inhabitant in both of these countries surfs the web with a phone in their hand, while tablets are used for internet by 11 per cent of Lithuanians and 15 per cent of Latvians.

Things are a bit different in Turkey. Mobile phones are used to access the internet by one out of every ten, and tablets by every twentieth individuals. Still, Turkish mobile internet users outgrow the Danish ones in absolute figures: 3.4 million users in Turkey, and 3 million in Denmark.

"Wherever we look, we can see predictions about the era of multiplatform becoming reality. The only question is the speed of this transition" says Attila Weisz, the online audience expert at Gemius. "Measuring cross-platform usage, and doing so almost real-time, is essential for media owners to turn as large of their inventory into cash as possible" he adds.

The data were obtained with the use of gemiusAudience, an internet study measurement conducted in over 30 countries in the EMEA region (Europe, North Africa and Middle East). The aim of the study is to learn about the number and demographic profile of internet users and the manner in which they use the web. The research is performed in accordance with the ICC/ESOMAR code.

 

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Comment:

Attila Weisz

Business Development Director for audience research solutions at Gemius

Gemius online audience expert with extensive knowledge in digital marketing. As Digital Marketing Manager at The Coca-Cola Company (TCCC), he was responsible for all digital related projects in 23 European markets, and leading worldwide digital marketing projects such as ‘Coke&Meals’, ‘EURO2012’, ‘burn’.

In Gemius, as the new Business Development Director for audience research solutions, he is  responsible for building the company’s competences and market presence in digital audience measurement.

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