How Mobile Is Shaping Global Digital Behavior

eMarkter reporting:

Tablets are producing high levels of engagement

Around the world, web users are surfing the internet on ever-more devices. A GlobalWebIndex survey of 180,000 web users in 31 countries found that as of Q1 2013, three out of five respondents accessed the internet on a mobile phone, and 22% used a tablet. That’s in addition to the steady percentage of internet users—about 93%—who’ve been using a personal desktop or laptop for the past couple of years.
Google continues to dominate as the leading web brand or app among both smartphone and tablet users, with 72% of smartphone users accessing Google sites or apps vs. 66% of tablet users doing the same. Facebook came in second, accessed by about half of smartphone and tablet users—while YouTube and Yahoo! ranked third and fourth, respectively. Where behavior began to diverge was in the higher incidence of tablet users accessing Amazon, Skype, MSN/Windows Live and Bing compared with smartphone users.
Amazon’s greater penetration rate among tablet users points to the device’s growing role in digital purchasing. While tablet users were actually 1 percentage point less likely to shop on the device when compared with mobile users, they were more likely than either mobile or PC users to review a product or brand in more depth, purchase an online service, use a group-buying website for a transaction, and even sell a product...
When it came to entertainment, the rank of activities was the same across devices. Watching a video clip was the most popular activity, followed by checking for information on music, leisure or entertainment, and then playing an online game.