UK smartphone ownership is nearing 50%, according to a report published by Google and Ipsos on the Google Mobile Ads Blog. Not only did the UK show the highest smartphone penetration (45%), but also the largest increase in smartphone usage, rising from 30% to 45% in the space of 6 months. The study also found that in the UK, US, France, Germany and Japan more people use a mobile phone (feature phone or smartphone) than a computer (desktop or laptop).
As could be expected, the study also found that smartphone usage among females and the 45+ demographics has risen in all five countries. Some of the other key findings of the report included:
- 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.