Mobile Evolution Encouraging An “Always-On” Culture

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In the past two years mobile use has seen a huge increase, affecting a number of everyday activities for consumers and radically changing the way they shop, watch videos and read content. This is according to findings from a new Global Mobile Survey carried out by IDG Global Solutions.

The research, which is the largest study of mobile use by consumers and businesses, reveals that the percentage of people using their device to watch online content has reached 74%, up from 61% in 2012. Traditional media is another area impacted directly by the evolution of mobile, as 50% of consumers now say they prefer to read the news on mobile devices. Some 40%, meanwhile, have switched from desktops and laptops to tablets to read newspapers.

Almost all people aged between 18 and 34 that took part in the poll said they own a smartphone, with 91% of 18 to 24 year olds and 85% of 25 to 34 year olds also accessing social media platforms on their gadgets.

Just 38% of people aged 18-24 said they own a tablet. The device seems to be more popular with those in the 25-34 age bracket, where the rate of adoption was pegged at 55%.

Overall, tablet ownership has increased from 20% in 2011 to 61% in 2014, the report showed.

The mobile revolution is influencing both businesses and users, according to IDG Global Solutions’ Christina Carstensen. It has ushered in an “always-on” culture, which creates major opportunities for brands that are seeking to enhance relationships with customers. Brands should focus their efforts on creating compelling content that is relevant and engaging for end-users, Carstensen said.

The research gathered responses from over 23,500 consumers and executives across 43 markets.