For companies and developers looking to strike it rich with the next killer wireless app or social networking twist, comScore’s latest international mobile usage survey provides an interesting snapshot of the burgeoning mobile culture and the new business opportunities it promises. According to the survey, Japanese smartphone users are the most connected and access the […]
For companies and developers looking to strike it rich with the next killer wireless app or social networking twist, comScore’s latest international mobile usage survey provides an interesting snapshot of the burgeoning mobile culture and the new business opportunities it promises.
According to the survey, Japanese smartphone users are the most connected and access the most applications on a daily basis. Europeans tend to send and receive the most text messages on their mobile devices and Americans are the most inclined to be on Facebook or sending out a tweet on Twitter.
Acknowledging these differences now in what’s still the very early and nascent days of the mobile media explosion is crucial for enterprise companies developing new marketing and advertising campaigns for mobile users. It’s also essential for determining what applications, devices and security tools they need to keep their workforce as efficient and secure as possible.
“Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing number of content options available to consumers,” Mark Donovan, comScore’s senior vice president of mobile, said in the report. “As we look across markets, dramatic differences in mobile media consumption, brand adoption and user behavior become evident.”
“These differences are even more pronounced than they are for PC-based Internet usage due to the complex nature of mobile — including various device capabilities, operating systems and methods of accessing content,” he added.
In Japan, 75 percent of mobile users surveyed were firing up a browser, downloading content or accessing applications from their mobile device, making these users the most connected and prolific mobile users of the geographies surveyed. By comparison, only 43.7 percent of mobile users in the U.S. and 38.5 percent of mobile users in Europe were downloading content or access mobile apps.
Japanese users were also most likely to use their smartphones to check email (54 percent) while U.S. users led the pack in instant messaging from their mobile devices (17 percent).
The survey, which queried several hundred mobile users who were at least 13 years old in all three geographies, found that Europeans were the biggest fans of text messaging (81.7 percent) compared to 66.8 percent in the U.S. and 40.1 percent in Japan.
The data jives with other recent mobile media studies which all found that companies in countries outside the U.S. are more inclined to throw caution to the wind and embrace Web 2.0 content, apps and social media sites to grow their business and attract new customers and employees.
While more than 90 percent of companies in India, Spain and Brazil are accessing these sites and apps from their mobile devices, only between 60 percent and 70 percent of American firms are doing the same — mainly out of concern that security breaches similar to the recent Twitter mouseover scam could compromise their data and put them at higher risk of litigation and fines from compliance shortfalls.
Still, some 21.3 percent of Americans surveyed used their smartphone to access a blog or social networking site, slightly ahead of users in Japan (17 percent) and Europe (14.7 percent). Japanese users, however, were more likely to take pictures (63 percent) and watch TV or movies on their phones (22 percent). Europeans were more likely to listen to music (24.2 percent) or play games (24.1 percent).
Facebook was the runaway leader in mobile social media sites visited in both the U.S. and Europe while the social networking site Mixi led the way in Japan. Twitter, by the way, was the only social media site that ranked in the top four in all three markets.
Larry Barrett is a senior editor at InternetNews.com, the news service of Internet.com, the network for technology professionals.
Huawei’s AI Update: Things Are Moving Faster Than We Think
FEATURE | By Rob Enderle,
December 04, 2020
Keeping Machine Learning Algorithms Honest in the ‘Ethics-First’ Era
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 18, 2020
Key Trends in Chatbots and RPA
FEATURE | By Guest Author,
November 10, 2020
FEATURE | By Samuel Greengard,
November 05, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 02, 2020
How Intel’s Work With Autonomous Cars Could Redefine General Purpose AI
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 29, 2020
Dell Technologies World: Weaving Together Human And Machine Interaction For AI And Robotics
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 23, 2020
The Super Moderator, or How IBM Project Debater Could Save Social Media
FEATURE | By Rob Enderle,
October 16, 2020
FEATURE | By Cynthia Harvey,
October 07, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
October 05, 2020
CIOs Discuss the Promise of AI and Data Science
FEATURE | By Guest Author,
September 25, 2020
Microsoft Is Building An AI Product That Could Predict The Future
FEATURE | By Rob Enderle,
September 25, 2020
Top 10 Machine Learning Companies 2020
FEATURE | By Cynthia Harvey,
September 22, 2020
NVIDIA and ARM: Massively Changing The AI Landscape
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
September 18, 2020
Continuous Intelligence: Expert Discussion [Video and Podcast]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 14, 2020
Artificial Intelligence: Governance and Ethics [Video]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 13, 2020
IBM Watson At The US Open: Showcasing The Power Of A Mature Enterprise-Class AI
FEATURE | By Rob Enderle,
September 11, 2020
Artificial Intelligence: Perception vs. Reality
FEATURE | By James Maguire,
September 09, 2020
Anticipating The Coming Wave Of AI Enhanced PCs
FEATURE | By Rob Enderle,
September 05, 2020
The Critical Nature Of IBM’s NLP (Natural Language Processing) Effort
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
August 14, 2020
Larry Barrett is a freelance journalist and blogger who has covered the information technology and business sectors for more than 15 years. Most recently, he served as the online news editor for 1105 Media's Office Technology Group and as the online managing editor for SourceMedia's Investment Advisory Group publications Financial Planning, On Wall Street, and Bank Investment Consultant. He was also a senior writer and editor at Ziff Davis Media's Baseline Magazine, winner of the Jesse H. Neal National Business Journalism Award, and ZDNet. In addition, he's served as a senior writer and editor at prominent technology and business websites including CNET, InternetNews.com, Multichannel News, and the San Jose Business Journal.
Datamation is the leading industry resource for B2B data professionals and technology buyers. Datamation's focus is on providing insight into the latest trends and innovation in AI, data security, big data, and more, along with in-depth product recommendations and comparisons. More than 1.7M users gain insight and guidance from Datamation every year.
Property of TechnologyAdvice. © 2025 TechnologyAdvice. All Rights Reserved
Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.
