The document analyzes smartphone usage trends across several European countries. It finds that smartphone penetration is highest in Spain (33%), followed by Israel (31%), the UK (30%), France (27%), Italy (24%) and Germany (18%). Across countries, most common smartphone activities are internet browsing, emailing, and using apps. Younger age groups (18-29) are more active users of social media on their phones compared to older groups (30-49). Men are generally more active users than women, except for social media use, which is higher among women.

1. MOBILE…TABLET….TV
STATS & NUMBERS
Paris, November 2011

2. Smartphone Penetration
France- Germany- Israel- Italy- Spain- UK
Highest penetration:
• Spain (33%), followed by Israel (31%), the UK (30%), France (27%) , Italy (24%)
and Germany (18%).
• Males between the age of 18 and 29

3. Smartphone Use and Trends
FRANCE
• Most people use their smartphones for internet browsing (78%) or searching, for
email (77%) and to search for a product (60%).
• 67% use an app
• 61% access social networks
• No significant differences between men and women use

4. Smartphone Use and Trends
FRANCE
• Trends are mostly equal between both age groups.
• Except that 74% of smartphone users between the ages of 18 and 29 access social
networks via their mobile device. Only 51% for the people between 30 and 49.

5. Smartphone Use and Trends
FRANCE • Trends remain: Internet browsing, using an app and emailing.
• Women, especially the ones aged 18 to 29, are more active (79%) than men (69%)
when it comes to mobile socialization
• The most predominant groups to have used an app are women 18-29 and men 30-49
• Men use more often than women their mobile to play games , especially the ones
between 30-49.

6. Smartphone Use and Trends
GERMANY
• Most people use their smartphones for internet browsing (74%) or searching, for
email (70%), to listen to music (63%) and to play games (58%).
• 58% use an app
• 50% access social networks

7. Smartphone Use and Trends
GERMANY
• Trends are mostly equal between both age groups.
• Except that 61% of smartphone users between the ages of 18 and 29 access social
networks via their mobile device for only 46% for people between 30 and 49.

8. Smartphone Use and Trends
GERMANY Trends : Internet browsing, emailing, listening to music and playing games.
•
• Women, especially the ones aged 18 to 29, are more active (65%) than men (59%)
when it comes to mobile socialization
• The most predominant groups to have used an app are women between 18-29
• Women use more often than men their mobile to play games

9. Smartphone Use and Trends
ISRAEL
• Most people use their smartphones for internet browsing (76%), to listen to music
(71%), to email (67%) and to access social networks (63%).
• Men are the most active users

10. Smartphone Use and Trends
ISRAEL
• A significant difference between age group 18-29 and 30-49.
• 18-29 are the most active especially for browsing the internet (82%), listening to
music (76%), social networking (75%), emailing and the use of an app (65%).

11. Smartphone Use and Trends
ISRAEL
• Men aged 18-29 are the most active users

12. Smartphone Use and Trends
SPAIN
• Most people use their smartphones for internet browsing (70%), to email (67%), to
listen to music (56%) and to access social networks (53%).
• Not a significant difference between men and women

13. Smartphone Use and Trends
SPAIN
• 62% of mobile users between the age of 18 to 29 access social networks whereas
50% of mobile users between 30 to 49.
• People aged 30 to 49 search for product more often than the ones from 18-29

14. Smartphone Use and Trends
SPAIN • The use of an app and the product search are the lowest trends for men and women.

15. Smartphone Use and Trends
UK • Most people use their smartphones for internet browsing (76%), to email (72%) , to
listen to music (71%), to access social networks (62%), and 60% have used an app.
• Product rate search is high (58%) compared to other European countries.
• Men are more active than women except for social media use (58% vs 67%)

16. Smartphone Use and Trends
UK
• Very similar trends between the two groups and activities (not like in the other
countries)
• Except: 18-29 access more often social networks (74%) via mobile than people aged
30 to 49 (61%).

17. Smartphone Use and Trends
UK
• Very similar for men and women.
• Women lead on accessing social networks via mobile.

18. Smartphone Use and Trends
ITALY • Most people use their smartphones for internet browsing (73%), to email (70%) , to
search for products (57%), to listen to music (56%), to access social networks (54%)
• 44% used an app and 47% use their mobile to read the news.
• Men are more active than women but surprisingly, women listen to music and play
games more often than men.

19. Smartphone Use and Trends
ITALY
• Younger people are more active in general.
• 18-29 year old access more often social networks (63%) via mobile than people aged
30 to 49 (52%).

20. Smartphone Use and Trends
ITALY
• Very similar for men and women.
• Women aged 18-29 access social networks and used an app more often than men.

21. Mobile advertising and awareness
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22. Mobile advertising and awareness
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23. Mobile advertising and awareness
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24. Mobile advertising and awareness
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25. Mobile advertising and awareness
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26. Mobile advertising and awareness
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27. Mobile advertising and awareness
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28. Mobile advertising and awareness
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29. Mobile advertising and awareness
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30. Mobile advertising and awareness
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31. Mobile advertising and awareness
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32. Mobile advertising and awareness
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33. M-Commerce Trends
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34. M-Commerce Trends
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35. M-Commerce Trends
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36. M-Commerce Trends
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37. M-Commerce Trends
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38. M-Commerce Trends
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