Google research shows a interesting growth in the smartphone area around the world & specially in UK

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 According to a survey conducted by Google’s research partners Ipsos to gain a greater insight into consumer usage of mobile handsets, shows that smartphones are one of the main interest amongst tech consumers today.

Over 2,000 people from each of the following countries US, UK, Germany, France and Japan were questioned between January – February 2011 (first phase) and September – October 2011 (second phase). The results show that more consumers in the above mentioned countries use a mobile phone (feature phone or smartphone) rather than a computer (desktop or laptop).

In the last year UK showed the largest increase in smartphone usage from 30% to 45% of the total population. The number of women using a smartphone increased in all five countries as well, while the numbers amongst consumer aged over 45 also increased in the US, UK and France.

Some of the key findings of this new research include:

  • Consumers are clearly shifting from feature phones to smartphones. Smartphone penetration reached 45% in the UK, 38% in the US and France, 23% in Germany and 17% in Japan.  
  • Consumers are increasingly using their smartphones for Internet access. Germany saw the biggest increase with the percentage of smartphone owners using their device for daily Internet access jumping from 39% to 49%, while Japan had the highest percentage accessing the Internet daily on their smartphone at 88%.  A little over two-thirds of smartphone users in the US and over half of smartphone users in the UK access the mobile Internet daily.
  • Smartphone owners are continuing to get online on their computers. Across all five countries approximately 75% of smartphone owners said they continued to use their computer to access the Internet daily.
  • Consumers are embracing tablets as the fourth screen. Tablet usage increased across all five countries with the highest penetration amongst the total population in the US at 11%. The rate of tablet usage is even higher amongst smartphone owners – hitting 17% in the US, 11% in Japan and 10% in the UK.

To see the full set of results head over to Google Mobile Ads blog or just click here to download it in PDF format.

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