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1、1GWI DEVICESUMMARYGlobalWebIndexs quarterly report on the latest trends for smartphones, tablets, smart TVs and wearablesQ1 2015GWI Device is where GlobalWebIndex presents the very latest trends in smartphone, tablet and connected device usage.Drawing on data from our most recent wave of research, w
2、e offer insights on:Ownership and usage figures across all major devices Interest in wearable technology, including Apple Watch Online privacy and data protection measures Favored operating systems, handset brands and models The most popular apps, activities and online behaviors across devicesWith o
3、ur data covering 33 markets representing nearly 90% of the global internet audience we offer the most up-to-date and comprehensive view of behaviors among digital consumers and highlight a number of demographic, region and market- specific stories.In this summary, we provide the key headlines and st
4、atistics from the report. For more detailed insights, coverage and implications, please see the full version.C ustom Reports and InfographicsNeed a market-specific look at this subject? Or want to explore these behaviors and trends for a specific audience?GWI offers clients the chance to customize a
5、ny of our reports or infographics to reflect their target audiences or priority markets. This option allows existing data to be re-cut by any of the audiences, markets, behaviors or attitudes tracked in the GlobalWebIndex survey with final outputs featuring tailored commentary and professionally des
6、igned visuals. For more information, get in touch with the Trends team .INTRODUCTION2NOTES ON METHODOLOGYEach year, GWI interviews more than 200,000 internet users across 33 markets making it the largest on-going study into the digital consumer instigated to date.EMEA Belgium France Germany Ireland
7、Italy Netherlands Poland Russia Saudi Arabia South Africa Spain Sweden Turkey UAE UKAMERICAS Argentina Brazil Canada Mexico USAAPAC Australia China Hong Kong India Indonesia Japan Malaysia Philippines Singapore South Korea Taiwan Thailand VietnamResearch is conducted in quarterly waves, each of whic
8、h has a global sample size of 40-50,000 internet users. Typically, we interview between 3,000 and 8,000 people per year per market, with larger sample sizes in key countries such as the UK and the US (30,000 each). Data is collected in the last six weeks of every quarter, ensuring it is as up-to-dat
9、e as possible. In this particular report, we draw primarily on our Q1 2015 wave of research among 47,622 adults.Respondents complete an online questionnaire that uses stratified sampling techniques to ensure that they are representative of the internet population aged 16 to 64 in each country (with
10、correct proportions in terms of gender, age and educational attainment).3DEVICE OWNERSHIPKEY TRENDS they spend more than 3 hours per day online via their smartphones (which equates to 43% of their total internet time). 2015 will probably see mobile web access reach parity with computers among this g
11、roup.Almost all internet users are second-screening, with mobile the preferred device. Dual-screeners are most likely to be chatting with friends.Half of tablet users are sharing their device, as are 30% of mobile users, showing the problems inherent to tracking usage via passive analytics alone. In
12、 particular, tablet sharing among families is widespread.One quarter have used a VPN/Proxy Server, with accessing better entertainment the most common motivation. 1 in 4 internet users are employing ad-blocking software each month.TIME SPENT ONLINE BY AGE Online via MobileQuestion: Roughly how many
13、hours do you spend on the following on a typical day? / Source: GlobalWebIndex Q1 2015 / Base: Internet Users Aged 16-64Want to explore this data on the PRO Platform? Click here: Media C onsumption Cross Media C onsumption Time Spent5MOBILE AND TABLET TRENDSKEY TRENDS & NUMBERSAndroid remains the No
14、.1 mobile OS in almost all countries, yet figures are much more even with iOS in the key markets of Japan, Australia, Canada and the US.Samsung is the most popular mobile handset brand but more people say they are planning to buy an iPhone than any other brand. In China, 1 in 4 have an Apple handset
15、, 35% plan to purchase an iPhone and 15% own a Xiaomi phone.15% of iPhone owners now have a 6 handset. North America leads but APAC posts strong figures, showing the importance of Asia to Apple. Meanwhile, 1 in 10 HTC owners use a One M8.Rates of 4G usage are rising as 3G falls. Its now 23% who use 4G, with figures much higher among iPhone, and especially iPhone 6, owners.Android is the most favored OS when it comes to tablets, being used by one fifth of internet users and leading iPad by 6 points.THE DEMOGRAPHICS OF IPHONE 6 OWNERSHIP % of intern
