Mobile Use Sustaining PC Demand, says BuzzCity

Despite mobile device functionality becoming ever more sophisticated, research findings released today by mobile media company BuzzCity shows that mobiles are actually sustaining, not replacing, consumer demand for PCs.

The global research, which surveyed 5,000 people, found that computing tools remain important, and even aspirational, for mobile internet users. 51 per cent of mobile internet users do not have daily access to fixed line internet and 23 per cent do not use the fixed internet at all. Of those surveyed, 21 per cent plan to buy a computer accessory in the next twelve months, while 36 per cent have already tried out tablets. So although ultimately mobiles may overtake PCs for internet browsing, BuzzCity says there are no signs that the PC will fade away completely.

Mobile gaming is a whole different ball game, however, and the indications are that the rise of mobile gaming is detrimentally affecting demand for games consoles – compared to 2008, demand for games consoles has fallen, to 7.94 per cent.

“Mobile browsing has been viewed as a threat to PCs, but our research shows that this is drastically oversimplifying things,” says BuzzCity CEO, Dr KF Lai. “Many people use the internet on a range of devices, both mobile and otherwise. Surfing patterns that have emerged so far give our customers insights into what products consumers are looking for, and particularly those opportunities that lie in un-met demand.”

Some key findings of the report include:

  • The mobile web is a place for mature users. They are predominantly male (72 per cent), aged between 18 – 45 (86 per cent), digitally savvy and highly sociable.Mobile transactions are on the rise. Mobile web use is evolving from the mobile-centric (such as ringtones and games) to the tangible (airline seats, hotel rooms). There is real trust from consumers to use their phones for financial services  such as bill payments, money transfers – with 46 per cent of those surveyed saying they would use their phones for this.
  • Financial Services opportunity – perhaps the largest opportunity lies with the Financial Services industry, which can reach users and capitalise on the milestones that present financing, insurance and planning opportunities.
  • Handset changes – although Nokia still dominates mobile browsing, accounting for 42 per cent of internet traffic, Samsung (accounting for 10.3 per cent of browsing), has grown with stealth in the last year, outpaced Sony Ericsson on 9.4 per cent. Apple accounts for 7.2 per cent of mobile browsing in BuzzCity’s network, followed by BlackBerry on 4 per cent. BuzzCity says there will be more activity and growth to come from Samsung, particularly as mobile surfing and gaming grows in countries like Brazil, Turkey, Vietnam, Kenya and Argentina.

You can access the full report here.