“Mobile Effects” Study shows mobile status quo in Germany

Mai-Runde der Mobile Effects Studie von Tomorrow Focus Media
“Is your mobilephone a smartphone?” Second Screen, tablet commerce, browsers vs apps – trends and topics in mobile web are still unchartered territory. In addition, the divide between the possibilities and the actual acceptance rate in Germany is increasing further. Not without reason, on regital.de Hagen Fiskeck asked if we will become a country of mobile development

Findings on mobile commerce in Germany

From a commerce perspective, we found the following findings especially interesting:

  • 36.5% of mobile internet users can imagine buying via smartphone, 31.8% already do
  • Browser use (37%) in mobile shopping is similar to apps (36.1%)
  • Shopping apps are on the rise: 18.9% consist of apps, while only 8% still shop exclusively via browser
  • Tablets are used by power users (at least daily use) for shopping twice as often as smartphone (11.2% vs. 5.5%)
  • Second screen: 72.8% search online for information on TV shows currently being broadcast; of these 29.9% look up products viewed, such as cosmetics, fashion and electronic devices
  • Paid content: every fifth iPad user has an e-paper subscription
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