Seven out of ten Spanish users access the Internet on their mobile, according to theIII IAB Spain Study on Mobile Marketing, prepared by IAB Spain in collaboration with The Cocktail Analysis. 40% of the surveyed users already have a smartphone (smartphone), while 8% also have atablet. Seven out of ten users have accessed the Internet at least once from their mobile phone, a percentage that grows compared to previous waves of the study (61% in 2010).
Access through mobile phones is occurring, increasingly, in places traditionally linked to the use of computers (84% at home, 71% in bars and establishments, 62% in their workplace) thanks to the Wi-Fi connections, its accessibility and immediacy and the privacy it provides. The use of mobile Internet is characterized, mainly, by being oriented to aidle query, (“check” email, social networks, information search, chat, press, games, downloads) with aimpulsive and faithful consumption, which arises without premeditation or prior need and is carried outat least once a day.
As a result of the questionnaire and the ethnographic interviews, the report definesthree types of mobile Internet users: Early Adopters (26%), Connected (46%) and Functional (28%). For the Internet user “Early Adopter”, the profile with the most young people, his terminal has become an Internet access point available at any time. 92% connect daily and perceive that their connections are becoming more frequent and prolonged. And they assure that it is no longer a whim and a novel service. It has become part of his day both in playful and social issues as well as in work matters.
Regarding the users of the “Connected” profile, the Internet on the mobile phone is presented as a new service, which falls within the logical step in the evolution of mobile telephony and the desire to enjoy it emerges, but it is not so present in the day a day. It is used mainly for leisure and personal matters. Finally, the user of the “Functional” profile considers the Internet on the mobile phone as a secondary service for occasional use: it can be effective at any given time, but it is not configured as a central utility within the mobile phone. It is the profile with older people (49% from 36 to 55 years old).
Regarding operating systems of the users ofsmartphones, it is observed thatAndroid is the most widespreadreaching 38% of the sample consulted, marking differences withIphone (19%), Blackberry (12%) and Windows Mobile (7%).
Tablets, a “trend”
The use oftabletsis a novelty:six out of ten users of this device have had it for less than six months. This novelty will profoundly mark the way of relating to the device, since its function is still being defined within the technological universe of the consumer: althoughalmost everyone connects with her to the Internet every day (80%), the majority admit to using it as entertainment (75%), recognizing that it is a whim (69%) and that it is a “trend” (67%), compared to a smaller and incipient group that uses it for work (55% ). Regarding the most downloaded applications, those related to social networks stand out in the first place (85%), followed by email (79%) and useful gadgets (radio, alarm clock, etc., with 76%) .
