As multi-device surfing grows, mobiles remain central to consumers’ internet experience, with well over three quarter’s (83%) of global mobile users preferring to surf with their mobiles. But this is a slight decline on 2014, where 86% preferred to surf with their mobile. This is according to new research from BuzzCity looking at the digital consumption habits of mobile users around the world.

The research also found that the growth in tablet (12%) and smart TV (10%) usage could be attributed to the growth in mobile surfing, and is expected to be joined by smartwatches in the coming year. 8% of those surveyed are ‘planning to buy a smartwatch’ in the next 6 – 12 months.

The Top 5 uses of internet: July 2015

  1. Entertainment (59%)
  2. Communications (47%)
  3. Reading & searching for news and information (29%)
  4. Passing time (27%)
  5. Work, business or studies (15%)

The research found that PC’s and laptops remain significant devices for internet access; one in ten (12%) use their laptops and PC’s to access the internet, although there is a significant decline in the demand for these devices (from 22% in 2014 to 15% in 2015) and there may yet be a resurgent usage in the form of “2-in-1” laptop-tablets, particularly where free wifi is easily available. One in ten (10%) also access the Internet with smart TV’s and demand for smart TV’s has doubled in the last year (from 7% in 2014 to 12% in 2015). Multi-device access (where users are surfing across two or more devices), although still relatively small (9%) is expected grow in the coming year due to the proliferation of devices.

The rise of the Smartwatch

As smartwatches have impacted the marketplace in 2015, BuzzCity investigated how smartwatch devices, which are typically paired with a smartphone, are most used within its network. Ironically the original function of the watch – to tell the time – is relegated into 5th place.

Top 5 uses of Smartwatches: July 2015

  1. Control music (22%)
  2. Monitor incoming texts, mail and social media (20%)
  3. Screen calls (17%)
  4. Receive information updates or alerts for lists, schedules, weather and stock updates (16%)
  5. Tell the time or set alarms (15%)

Dr KF Lai, founder and CEO of BuzzCity said, “The increasingly multi device experience that the internet brings will put continued pressure on brand marketers and content developers to acknowledge changing factors, such as browsing habits and how each device is used, and regularly adapt their marketing content to each device. Content marketing strategies will need to take these trends into account.”

Lai continues “It is also worth emphasising that strategies will need to be mobile first which generally scales content creation up, rather than down.”

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